How to change your brand name: a conversation on the Future Belongs to Creators podcast

Hollie Arnett
2 min readAug 3, 2023

Have you ever thought about changing your business name? Or maybe you’re in the middle of that process right now?

In 2021, I changed my business name from Black & White Studios to Maker & Moxie. It was a strategic decision to move away from what I’d been known for in the past and towards the positioning I wanted for my brand going forward.

Throughout and after this process, which I shared publicly and loudly as it was happening, creators in my audience had so many questions about how I’d done it. And they weren’t the only ones!

I had the absolute honour of joining my friends at ConvertKit on The Future Belongs to Creators podcast about changing your creator business name (and how to do it the right way.)

How to change your brand name

In the conversation, the ConvertKit team and I talked about:

  • Why I changed my business name
  • What my naming process is
  • How to choose your business name
  • Testing your business name

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Hollie Arnett

Brand strategist & coach for creatives. Helping artists & makers build your brand, share your work & own your moxie.