{"id":2157,"date":"2026-07-13T09:00:00","date_gmt":"2026-07-13T14:00:00","guid":{"rendered":"https:\/\/www.atom.com\/radar\/?p=2157"},"modified":"2026-07-13T04:36:48","modified_gmt":"2026-07-13T09:36:48","slug":"founders-on-reasons-for-rebrand","status":"publish","type":"post","link":"https:\/\/www.atom.com\/radar\/founders-on-reasons-for-rebrand\/","title":{"rendered":"36% Seek a More Memorable Brand: Founders on Reasons for a Rebrand, and Domain Rebrand Budget"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Key takeaways:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The most common reasons for a rebrand were for a more memorable brand (36%) or a stronger digital presence (34%)<\/li>\n\n\n\n<li>A significant number were due to pivots, with the original name no longer reflecting the business\u2019s purpose (29%) or targeting a new audience (27%)<\/li>\n\n\n\n<li>Over one in ten (12%) faced trademark concerns with their original name<\/li>\n\n\n\n<li>A majority (61%) budgeted over $10000 for a new domain.<\/li>\n\n\n\n<li>30% secured a new domain for under $5000<\/li>\n\n\n\n<li>28% budgeted over $50K, with 12% budgeting over $100K.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Objective:<\/strong> Companies rebrand for many reasons, including unpredictable pivots as well as predictable failures of names or domains to have the necessary impact. We ran this research to understand why companies choose to rebrand, how important domain names are within that process, and the level of investment founders and C-suite leaders are willing to make to secure the right domain for their new brand. Founders can use the results to align their naming and domain choices with a long-term, strategic vision.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Questions:<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Qualifying question: <\/strong>Has your company ever undergone a rebrand (including a company name change or domain change)?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Yes<\/li>\n\n\n\n<li>No<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Question one:<\/strong> What were the primary reasons for your company&#8217;s most recent rebrand? (Select all that apply)<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Our original name limited future growth or expansion\/Our original name no longer reflected what the business does<\/li>\n\n\n\n<li>We were entering international markets<\/li>\n\n\n\n<li>We were targeting a different customer audience<\/li>\n\n\n\n<li>Our original name was difficult to spell, pronounce, or remember<\/li>\n\n\n\n<li>We wanted a more memorable or distinctive brand<\/li>\n\n\n\n<li>We needed a stronger domain name or digital presence<\/li>\n\n\n\n<li>We faced trademark or legal concerns<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Question two: <\/strong>How much was your budget for the new domain?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Question three: <\/strong>How much was your actual spend?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Audience:<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Founders and C-Suite leaders (e.g., CEO, CFO, COO) who have led their organisation through a rebrand<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Overall Results<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The most common reasons for a rebrand were for a more memorable brand (36%) or a stronger digital presence (34%)<\/li>\n\n\n\n<li>A significant number were due to pivots, with the original name no longer reflecting the business\u2019s purpose (29%) or targeting a new audience (27%)<\/li>\n\n\n\n<li>Over one in ten (12%) faced trademark concerns with their original name<\/li>\n\n\n\n<li>A majority (61%) budgeted over $10000 for a new domain.<\/li>\n\n\n\n<li>30% secured a new domain for under $5000<\/li>\n\n\n\n<li>28% budgeted over $50K, with 12% budgeting over $100K.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What were the primary reasons for your company&#8217;s most recent rebrand?<\/strong><\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a56e05b19171&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a56e05b19171\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"299\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand1-1024x299.png\" alt=\"\" class=\"wp-image-2158\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand1-1024x299.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand1-300x88.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand1-768x224.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand1-1536x449.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand1.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How much was your budget for the new domain?<\/strong><\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a56e05b19d53&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a56e05b19d53\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"300\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand2-1024x300.png\" alt=\"\" class=\"wp-image-2159\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand2-1024x300.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand2-300x88.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand2-768x225.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand2-1536x449.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand2.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How much was your actual spend?<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Many respondents indicated moderate spending between $1,000 and $10,000 to secure their domain.<\/li>\n\n\n\n<li>A substantial number of businesses invested heavily, with actual spends frequently falling in the range of $15,000 to $75,000.<\/li>\n\n\n\n<li>Several respondents reported ultrapremium domain purchases exceeding $100,000, with some as high as $350,000.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Rebranding is rarely driven by aesthetics alone. This research shows that for many companies, it reflects a pivot towards new offerings or target markets, while a third of rebrands are a strategic shift towards a stronger name or domain. Founders should consider the long-term future of their business, both in terms of markets as well as brand identity, when choosing a name to reduce the risk of an expensive rebrand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br>Meanwhile, these findings also show that premium domains are viewed as a long-term business asset, with many organisations allocating five- and six-figure budgets to secure the right digital identity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re interested in digging deeper into our findings, or asking your own questions on domain choice and branding topics, contact <a href=\"mailto:thom@atomradar.com\">thom@atomradar.com<\/a> to learn more.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Further Reading<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.atom.com\/radar\/domain-name-data-and-insights\/\">Must-Read Insights on Domain Names Backed by Deep Audience Research<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.atom.com\/radar\/how-weak-domains-harm-brands\/\">The Revenue Loss Impact of a Bad Domain: 84% of Serial Entrepreneurs say Weak Domains Cost 15% of Annual Revenue, Every Year<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.atom.com\/radar\/how-weak-domains-harm-brands\/\">How Weak Domains Harm Brands: Founders and Serial Entrepreneurs on the Real-World Impact of a Bad Domain Name<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Companies rebrand for many reasons, including unpredictable pivots as well as predictable failures of names or domains to have the necessary impact. We ran this research to understand why companies choose to rebrand, how important domain names are within that process, and the level of investment founders and C-suite leaders are willing to make to secure the right domain for their new brand. Founders can use the results to align their naming and domain choices with a long-term, strategic vision.<\/p>\n","protected":false},"author":5,"featured_media":2162,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[30,31],"tags":[],"class_list":["post-2157","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-domains"],"acf":[],"featured_image_url":{"thumbnail":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand-founders-150x150.jpg","medium":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand-founders-300x200.jpg","medium_large":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand-founders-768x512.jpg","large":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand-founders-1024x683.jpg","1536x1536":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand-founders-1536x1024.jpg","2048x2048":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand-founders-2048x1365.jpg"},"post_author":"Thom Davies","assigned_categories":"Branding, Domains","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AtomRadar Domains 36% Seek a More Memorable Brand: Founders on Reasons for a Rebrand, and Domain Rebrand Budget<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.atom.com\/radar\/founders-on-reasons-for-rebrand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AtomRadar Domains 36% Seek a More Memorable Brand: Founders on Reasons for a Rebrand, and Domain Rebrand Budget\" \/>\n<meta property=\"og:description\" content=\"Companies rebrand for many reasons, including unpredictable pivots as well as predictable failures of names or domains to have the necessary impact. 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