SEO and Rebrand

Hi there! So I’m not an SEO pro but my role at my work recently pivoted to content marketing/strategist. I only have a vague idea what I’m doing - frantically trying to learn more about SEO to go beyond my basic blogging skills and try wrap my head around creating a content strategy… it’s all a bit chaotic at the mo.

But I’ve got a burning question about the brand name and SEO.

• They did a ‘rebrand’ a few months ago which involved changing the logo and changing the copy on some hubspot landing pages.
• They have not changed the domain or anything technical/coded on the actual website.
• They have not communicated the rebrand to our partners who tend to link to our website using our old brand name.
• And our app still has the old brand name. We won’t have dev resource for probably a good 6-12 months (but I don’t have high hopes SEO will ever get dev support).

So my issue is that they’ve told me to start using the new brand name on the blog.

It doesn’t sit right with me. I dont know enough about SEO to explain it to them but my gut feel is that we should probably continue with the old brand name until we change domain, throughout the app and website etc. and basically have a proper plan which also includes rewriting top performing blogs to bring the new brand name into it… slowly introducing it to our customers…

I don’t know. I feel that just me changing the brand name in blogs is a bit pointless and might affect the results of my work.

I want to find out if their slapdash decisions on their branding (& minimal SEO knowledge) will affect the results of my work. If it will, how can I communicate this to my managers?

And can anyone direct me to resources that could help a smallish independent business (it’s been going for 9 years) do a rebrand properly and minimize the effects on the current organic traffic?

Thanks in advance!