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J.J. Lee, Trademark Attorney

Side-by-Side Rebrands Without Losing Equity

Published 13 days ago • 1 min read

November 24, 2025

Hello Reader,

Rebranding can feel like changing the tires while the car’s still moving. You’ve built recognition around your old brand — but you know the new direction is stronger, cleaner, or better aligned with where your business is headed.

The challenge? How do you make the switch without confusing your customers — or losing your trademark protection in the process?

Here’s the safest way to do a side-by-side rebrand:

  1. Keep both brands active temporarily. Run your old and new names in parallel for a few months. Use phrases like “formerly known as…” to help customers connect the dots.
  2. File trademark applications for both. Protect your existing goodwill while establishing rights for the new mark. Even if the old brand will fade out, maintaining protection helps prevent gaps.
  3. Transition visuals before you retire the name. Start updating logos, packaging, and URLs once your audience recognizes the shift. The goal is continuity, not confusion.

Rebranding doesn’t have to mean starting over. With the right plan, you can evolve your identity and preserve your hard-earned equity.

You’ve already built something worth protecting — now let’s make sure your new look keeps that momentum.

Keep Your Brand Safe and Protected,

J.J. Lee and the Trademark Lawyer Law Firm Team!

P.S. If you’re already running both brands side-by-side, we can review your filings and advise when it’s safe to retire the older mark — so you don’t lose your place in line.

J.J. Lee, Trademark Attorney

Protecting your Brand and Trademark Since 2007 and over 7,000 Trademark Registrations.

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