How to Replace Old Branding in HubSpot Content

A rebrand is exciting on day one and exhausting by day thirty. You've got the new logo, the updated brand guidelines, the shiny new color palette — and then someone asks "so, have we updated every blog post, landing page, email template, and deal pipeline to use the new name?" The room goes quiet.

HubSpot is particularly tricky during a rebrand because your brand name isn't centralized in one place. It's embedded in hundreds of pages of CMS content, sprinkled across CRM properties, baked into email templates, and referenced in workflow settings. Missing even one instance means a prospect might see your old company name on a landing page and wonder if they're in the right place.

This guide walks through a systematic approach to replacing old branding across your entire HubSpot portal.

Here is what a bulk brand-name replacement looks like across CMS content and CRM data:

Take inventory first

Before you start replacing text, you need to know how deep the old branding goes. Most teams underestimate this by a factor of three or four. Here's where old brand references typically hide in HubSpot:

CMS content:

• Blog post titles, body text, meta descriptions, and author bios
• Website page content, headings, and footer text
• Landing page copy and form labels
• Knowledge base articles
• Blog listing page descriptions

CRM data:

• Company name fields (your own company record and any "Partner" or "Vendor" records)
• Deal names and descriptions that reference your brand
• Email templates and sequences
• Snippets and saved responses
• Meeting scheduling page descriptions

Settings and configuration:

• Account name and branding settings
• Email sending domain and "From" name
• Social media account connections
• Notification email text
• Chatflow and bot messages
• Form submission notifications

External references (outside HubSpot):

• DNS records and subdomain configurations
• Connected integrations that display your brand name
• Knowledge base URLs if they include the old brand name

Build your replacement dictionary

A rebrand is rarely a single find-and-replace. You need a replacement dictionary — a list of every old brand string and its new equivalent. Common entries:

Don't forget case variations. If your old brand name was "DataPulse," you might have instances of "DataPulse," "datapulse," "DATAPULSE," and "Datapulse" scattered across different contexts.

Phase 1: CMS content (the bulk of the work)

CMS content is typically where 70-80% of brand references live, especially if you've been publishing blog content for a while.

The manual approach: Open each page in HubSpot's editor, use Ctrl+F to find instances of the old brand name, edit each one, and republish. For a site with 200+ pages, this takes days of focused work and is almost guaranteed to miss something buried in a rich text module or an image alt tag.

The better approach: Use a bulk find-and-replace tool to search across all blog posts, website pages, and landing pages at once. Run separate operations for each entry in your replacement dictionary. For each operation, preview the changes to make sure you're not replacing text in contexts where the old brand name should remain (for example, in a case study about your brand evolution where you deliberately reference the old name).

The key here is doing this methodically. Work through your replacement dictionary one entry at a time, starting with the most common variations. Check the preview for each operation before applying changes. An operation that replaces "DataPulse" with "Nextera" is straightforward — but one that replaces "data" with something else would be catastrophically broad.

Phase 2: CRM data

CRM data is trickier because it's spread across many object types and properties.

Your own company record: Update your company name, domain, and any branded properties on your own company record in HubSpot.

Deal names and descriptions: If your deals follow a naming convention like "OldBrand - Acme Corp - Enterprise," you'll want to update those. A bulk search-and-replace across deal names can handle this in one pass.

Email templates: Go to Conversations > Templates and review each template. If you have dozens, a search across the template content will be faster than opening each one.

Sequences: Check active and paused sequences. Each step in a sequence is a separate email that may reference your brand name.

Snippets: Under Conversations > Snippets, review each saved text block. These are commonly used by sales teams and often contain brand-specific language.

Phase 3: Settings and automations

This phase requires manual work in HubSpot's settings, but it's important not to skip it.

• Account defaults: Settings > Account Defaults — update company name, address, and branding
• Email sending: Settings > Marketing > Email — update the "From" name and footer information
• Chatflows: Automations > Chatflows — update any bot messages that reference your brand
• Workflows: Review workflow enrollment criteria and action descriptions — some may reference the old brand in internal naming
• Forms: Check form submit button text and form descriptions
• Meeting links: Check scheduling page titles and descriptions

Phase 4: Verify and catch stragglers

After the bulk of the work is done, run a verification pass:

1. Site search: Use your browser's find function (or a crawling tool) to search your live site for the old brand name. Check both the visible text and the page source (for alt text, meta tags, and HTML comments).

2. CRM search: In HubSpot's global search bar, search for the old brand name. This will surface contacts, companies, deals, and content that still reference it.

3. Google search: Run site:yourdomain.com "OldBrand" in Google to find any indexed pages still showing the old name. Note that Google's cache can take weeks to update, so not all results will indicate a problem.

4. Email preview: Send test versions of your most-used email templates and sequences to yourself. Check that every instance of the brand name has been updated.

Common rebrand mistakes to avoid

Forgetting image alt text and file names. Your old logo might be referenced as datapulse-logo.png in dozens of pages. While renaming the file isn't critical, the alt text ("DataPulse logo") should be updated to reflect the new brand.

Not updating URL slugs. If your blog post URL is /blog/why-datapulse-is-different, you need to decide whether to update the slug (and set up a redirect) or leave it as-is. From an SEO perspective, leaving the old URL and adding a redirect from the old to new version is usually safest.

Skipping legal pages. Terms of service, privacy policy, and other legal pages almost always reference your company name and may include the legal entity name. Don't forget to update these — and have legal review the changes.

Only updating English content. If you have localized content, make sure to update brand references in every language version.

Making it manageable

A rebrand across HubSpot is a project, not a task. Break it into phases, track your progress, and don't try to do everything in one sitting. Use bulk tools where possible to handle the high-volume CMS and CRM updates, and reserve manual effort for the settings and configurations that can't be automated. The goal is consistency — one stray reference to the old brand name in a high-traffic blog post can undermine months of rebranding work.