← DictionaryBrand Migration
also called brand transition
The planned process of moving an audience, assets and search presence from an old brand to a new one.
Making sure people and search engines follow you to the new name.
What It Is
Brand Migration sits on the Brand side of the work, in the Change area. The canonical meaning is the planned process of moving an audience, assets and search presence from an old brand to a new one.
It is an idea you reason with rather than a deliverable you hand over, so two teams can both hold it correctly and still apply it differently. That is the version worth keeping, because it survives contact with a real project.
How It's Used
Why It Matters
The cost of being vague about Brand Migration shows up later, not today. When it is unclear, every later choice about message, design and channel is made on sand. It is worth pinning down before anyone builds on top of it.
It is a way of thinking, not a thing you can hold. Making sure people and search engines follow you to the new name.
Termshift™
How the meaning shifts depending on who is using it, and where.
Practitioners use Brand Migration as shorthand and expect no explanation — the planned process of moving an audience, assets and search presence from an old brand to a new one.
Outside the industry, most people would just say: making sure people and search engines follow you to the new name.
The Bottom Line
Treat Brand Migration as a decision, not a description. Making sure people and search engines follow you to the new name.