Rename your company? Here's how it's done

Introduction

Changing a company’s name is a significant decision. A renaming not only affects legal aspects but also influences a company's brand identity and business relationships. Swiss companies - whether sole proprietorship, LLC or stock corporation - may consider this step for various reasons:

• Strategic realignment

• Internationalization of the business

• Legal requirements

• Improvement of market position

• Adaptation to changing business models

This article provides a comprehensive guide for successfully executing a renaming. We examine the legal framework, outline practical steps, and analyze potential opportunities and risks. This information supports you in making an informed decision and professionally implementing the name change of your company:

• What is a renaming?

• Reasons for renaming

• Step-by-step guide to renaming

• Risks and opportunities of renaming

• Conclusion

What is a renaming?

A renaming refers to the official change of a company’s name as recorded in the commercial register. The legal entity and commercial register number remain unchanged.

The renaming process differs depending on the legal form:

• Sole proprietorship: The new name must still include the owner's family name

• LLC: Resolution of the shareholders' meeting required

• Stock corporation: Resolution of the shareholders' meeting required

The legal framework in Switzerland sets clear guidelines:

• Company name must differ from existing registered companies

• No misleading or deceptive designations

• Review and approval by the commercial register office

The new company name must be used in all business documents, contracts, and communications after renaming.

Reasons for renaming

A strategic realignment is one of the most common reasons for renaming. Companies evolve, enter new markets, or adapt their business model to changing market conditions. A renaming offers the opportunity to redefine and strengthen the corporate identity.

Typical triggers for a change of the company name:

• Inappropriate original name choice

• International expansion

• Merger or acquisition

• Negative associations with the existing name

• Legal conflicts with similar company names

• Outdated or restrictive naming

A well-thought-out new name can more accurately reflect the current corporate orientation and attract new target groups. Customer retention plays a central role in the name change. Existing customers must be informed early about the change. A professional communication strategy helps maintain trust and strengthen the relationship with business partners.

Step-by-step guide

Successful renaming requires careful preparation and compliance with legal requirements:

1. Choosing the new company name

• Conducting a comprehensive market analysis

• Checking availability in the central company index

• Ensuring distinctiveness from existing company names

• Gathering feedback from key stakeholders

2. Legal implementation

• Calling a shareholders' meeting (for LLC/stock corporation)

• Resolution on the name change

• Notarial certification of the change resolution

• Preparation of the commercial register application

3. Commercial register entry

• Submitting documents to the commercial register office

• Payment of commercial register fees

• Waiting period until publication in the Swiss Official Gazette of Commerce

Risks and opportunities

Renaming offers significant opportunities for companies:

• Building a positive corporate image through contemporary naming

• Eliminating confusion with competitors

• Strengthening market position through more precise industry orientation

• Adapting to international markets

The risks of a name change require careful planning:

• Temporary loss of search engine rankings

• Short-term customer uncertainty

• Additional marketing investments

• Administrative burden for business documents

Risk minimization through targeted measures: Early and comprehensive communication with all stakeholders is essential for a successful renaming. This includes not only employees and customers but also business partners, suppliers, and the public. A well-considered SEO strategy helps secure the company's online presence during the transition phase and leverage new digital opportunities. Temporarily using both company names can ease the transition and reduce the risk of confusion or misunderstandings in business dealings. Legal protection through thorough trademark research and subsequent branding ensures legal protection to avoid future legal disputes and secure the new corporate identity in the long term.

Conclusion

Renaming a company is a strategic move that calls for careful planning and professional execution. The new company name shapes the future of your company and should be legally flawless, future-proof, and marketable.

Jurata AG supports you in the legally compliant execution of your next steps.