How to Rebrand Your HubSpot Portal

A rebrand in HubSpot is not a single change. It is a hundred changes, scattered across every corner of the platform. The company name appears in CRM records, email templates, blog posts, landing pages, forms, workflows, chatflows, quotes, and system settings. Changing the name in your HubSpot settings does not propagate to all of these places. Each one needs to be found and updated individually.

This guide takes you through the full rebrand process inside HubSpot, organized by what to tackle first and what can wait.

Here is what a bulk brand-name replacement looks like in practice:

Scoping the rebrand

Before opening HubSpot, get clear answers to these questions:

What exactly is changing? A rebrand can mean many things:

• Company name only (Acme Corp becomes Nova Corp)
• Company name and domain (acmecorp.com becomes novacorp.com)
• Product names (Acme Pro becomes Nova Suite)
• Visual identity (logo, colors, fonts) without name changes
• All of the above

Each of these has a different scope of work in HubSpot. A name-only change is mostly a text find-and-replace exercise. A domain change adds the complexity covered in our domain migration guide. A visual rebrand touches templates, stylesheets, and design assets but not necessarily text content.

What is the timeline? Is this a hard cutover date where everything must be "Nova Corp" by Monday, or is it a gradual transition where both names coexist during a phase-out? The answer determines whether you need to update everything in a single sprint or can batch the work over weeks.

What about historical records? Do closed deals, resolved tickets, and old blog posts need to reflect the new brand? Some companies update everything. Others leave historical records as-is and only update forward-looking content. There is no universal right answer, but you need to decide before you start.

Phase 1: HubSpot account settings

Start with the system-level settings because these affect default values that appear throughout the platform.

Company information

Navigate to Settings > Account Defaults > Company Information. Update:

• Company name
• Company domain
• Logo (upload the new logo)
• Address (if the rebrand includes a physical move)
• Phone number (if changing)

These values populate default tokens in emails and other templates. Updating them here propagates to any template that uses {{ company.name }} or similar tokens.

Branding kit

Under Settings > Account Defaults > Branding, update:

• Primary and secondary brand colors
• Fonts
• Logo variations (favicon, email signature logo, footer logo)

These affect your CMS templates, email templates, and any HubSpot-hosted content that references your branding kit.

Email sending settings

If your email sending domain is changing, update it under Settings > Marketing > Email. You will need to configure DNS records (SPF, DKIM) for the new domain before you can send from it. This is critical for email deliverability and should be set up well before the rebrand goes live.

Update your email footer defaults: the physical address, company name, and unsubscribe link text.

Phase 2: CRM data

This is the most labor-intensive phase for a name change because your CRM data contains the old brand name in hundreds or thousands of places.

Company records

Search for the old company name in the Company Name property across your company records. If "Acme Corp" appears in 50 company records (your own company record plus associated records), replace it with "Nova Corp."

Also check: Website property, description fields, and any custom properties that reference the company name.

Contact records

Contacts may reference the old brand in:

• Company property (the associated company name on the contact record)
• Email addresses (if the domain is changing)
• Job title (if titles included the old brand name: "Acme Account Manager")
• Custom properties referencing the brand

For email addresses, see the domain migration guide. For text properties, a substring find-and-replace from "Acme" to "Nova" (or whatever your specific name change is) handles the bulk of it.

Be precise with your search strings. If your old brand name is a common word or a substring of other words, use exact match or longer search strings to avoid false positives. "Acme Corp" is safer than just "Acme" if there are unrelated records that happen to contain "Acme."

Deal records

Deal names frequently embed the brand name: "Acme Corp - Enterprise License" or "Q1 2026 | Acme Corp | Renewal." A substring replacement updates the brand portion while preserving the rest of the deal name.

Check deal descriptions, next step fields, and any custom text properties as well.

Ticket records

Ticket subjects and descriptions may reference the old brand, especially if customers or agents used the company name in ticket titles. This is lower priority than deals and contacts but matters for searchability — agents looking for tickets about "Nova" will not find ones that still say "Acme."

Phase 3: CMS content

Your published content is the public face of the rebrand. This is where visitors and customers will notice if the old name persists.

Blog posts

The old brand name likely appears in:

• Post titles ("How Acme Corp Does X")
• Body content (brand mentions throughout the text)
• Meta descriptions
• Author bios (if authors are identified by company)
• Image alt text

A bulk find-and-replace across blog post body content handles the body mentions. Titles and meta descriptions may need the same treatment. Image alt text is often overlooked but matters for accessibility and SEO.

If you have 200 blog posts and the old brand name appears in 150 of them, manual editing is not realistic. A find-and-replace across the body content property catches them all, and the preview lets you verify that no replacement creates awkward phrasing.

Landing pages

Landing pages tend to have the brand name in headlines, subheadlines, CTAs, and social proof sections. "Trusted by 10,000 Acme users" needs to become "Trusted by 10,000 Nova users."

The approach is the same as blog posts: bulk find-and-replace on the body content property.

Website pages

Website pages (if hosted in HubSpot CMS) contain the brand name in navigation elements, headers, footers, and page content. Some of these live in global modules (which update in one place), and some are page-specific.

Check global modules first — updating the brand name in a global header or footer module propagates to every page that uses it. For page-specific content, use bulk find-and-replace.

Phase 4: Email templates

Marketing email templates usually reference the brand name in:

• Subject lines ("Welcome to Acme!")
• Header text and logos
• Body content
• Footer (company name, address)
• CTA buttons ("Try Acme Free")

HubSpot does not offer a way to bulk-edit email templates. You need to open each template and update it. Prioritize:

1. Active templates (used in current workflows and campaigns)
2. One-to-one email templates (used by sales reps)
3. Archived templates (update if you might reactivate them, otherwise leave)

For the footer, if you updated the company information in Settings, templates using default footer tokens will already show the new information. But templates with hardcoded footer content need manual updates.

Phase 5: Workflows and automations

Workflows reference the brand name in:

• Email actions — Inline emails or template-based emails that mention the brand
• Internal notification emails — Notifications to team members that may include brand references
• Property value conditions — If a workflow branch checks for a property value that includes the old brand name, the condition may stop matching after you update the property values
• Task creation — Workflow-created tasks with descriptions referencing the brand

Review every active workflow for brand references. Pay special attention to conditional branches that check property values — after bulk-updating CRM data from "Acme" to "Nova," a workflow condition checking for "Acme" will no longer match any records.

Phase 6: Forms and chatflows

Forms

Form field labels, help text, and submission confirmation messages may reference the brand. "Sign up for Acme updates" should become "Sign up for Nova updates."

Also check:

• Form follow-up emails
• Thank-you page content
• Progressive profiling field labels

Chatflows

If you use HubSpot's chatbot or live chat, the chatflow scripts likely contain brand mentions. "Welcome to Acme support!" needs updating in the chatflow builder.

Review:

• Bot greeting messages
• Bot script steps and responses
• Knowledge base article suggestions (if they reference the old brand)
• Fallback messages

Phase 7: Sales tools

Quotes and proposals

Quote templates contain company branding, terms and conditions, and legal names. Update these in Sales > Quotes > Quote Templates.

Sequences

Sales sequences include email templates that may reference the brand. Review active sequences and update the templates they use.

Meeting links

Meeting booking pages show your company name and branding. Update the meeting link settings under Sales > Meetings.

Documents

Sales documents (contracts, decks, one-pagers) uploaded to HubSpot that reference the old brand need new versions uploaded.

After the rebrand

Spot check

After completing all phases, do a manual sweep:

• Visit your website and blog as an external visitor. Look for old brand references.
• Send a test marketing email to yourself. Check the subject, body, and footer.
• Create a test deal and ticket. Verify default values use the new brand.
• Book a meeting through your meeting link. Check the confirmation page.
• Submit a form on your website. Check the confirmation message and follow-up email.

Search for stragglers

Run a final find-and-replace search across each object type for the old brand name. If any records still contain it, you missed them in an earlier phase. The search results will show you exactly what is left.

Communicate the change

Internally, make sure every team member knows the rebrand is live and what it means for their daily work. Update playbooks, training materials, and internal documentation.

Externally, notify partners, vendors, and customers who reference your brand in their own materials (co-marketing partners, integration directories, review sites).

A rebrand in HubSpot is a project measured in hours, not minutes. But with a systematic approach and the right tools for bulk text changes, it is a manageable project that a single ops person can complete in a day or two rather than a team-wide effort spanning weeks.