Power, Partnership, and Preserving Your Name: A Modern Woman’s Guide to Rebranding After Marriage

By Lindsay Mure O’Neill O’Keefe

When I married Daniel O’Keefe, a new question emerged: how do I honor my history while embracing this next chapter? Rebranding after marriage isn’t just about paperwork—it’s about weaving identity, love, and legacy into one clear story.

Last month, I said “I do” to Daniel O’Keefe. It was a beautiful, intimate moment, yet as soon as the champagne flutes were put away, a deeper question landed in my lap: what happens to my name?

I’ve lived through several iterations already. I was born Lindsay Mure, granddaughter of the legendary musician Billy Mure and sister to Emily Mure, a gifted artist in her own right. Then came my first marriage, which gave me the O’Neill name, one that became deeply tied to my professional and family identity. My three daughters carry it, and it is woven through years of work in marketing and tech, and later as “Mama O’Neill” in wellness, culinary medicine, and biohacking.

Now, as I step into this new chapter as Lindsay Mure O’Neill O’Keefe, I refuse to lose the equity, visibility, and resonance I’ve built over two decades. At the same time, I want the world to know this: my partnership with Dan is not only central to my life but also to the business of our family. Together with our girls, we are now OO6—O’Keefe, O’Neill, and six lives braided into one.

But here is the truth every woman needs to hear: no matter what name we carry, our real brand equity comes from the consistency of our daily actions, the integrity of our choices, and the purpose that drives us. A name evolves, but the values behind it are what endure.

Step 1: Audit and Strategize (Weeks 1–4)

Start by assessing where your current name lives—websites, social handles, media bylines, business registrations, even your Zoom screen. Identify the high-equity touchpoints you cannot afford to break, such as domains or SEO-heavy content, and lighter areas where you can experiment.

Build your narrative before making any changes. For me, it became: I am still Lindsay O’Neill, but now also O’Keefe—an evolution that mirrors the resilience, growth, and family foundation I teach in wellness.

Step 2: Roll Out Gradually (Weeks 4–12)

Lead with your personal platforms. Update LinkedIn, Instagram, and bios to show both names, while preserving search continuity. Think: “Lindsay O’Neill O’Keefe” in the headline, “formerly O’Neill” in the description.

Next, layer in storytelling. I recorded a podcast episode with Dan when he was my fiancé, and it became one of my most downloaded episodes. By making our partnership part of my content, I positioned it as an empowerment move, not a footnote.

Step 3: Integrate Into Marketing and Media (Months 3–6)

When rebranding, context matters. Soon, I will begin weaving my new name into articles and features, contacting editors to update my byline. I can also use this moment to create bridging content, such as videos and posts about evolving identities in leadership, partnership, and motherhood—much like this article.

For entrepreneurs, this is the time to update press kits, email signatures, podcast intros, and brand decks. Don’t just change the name—explain the why.

Step 4: Consolidate and Monitor (Months 6 and Beyond)

By this stage, your dual identity feels natural to your audience. Now it is about consistency: update whatever remaining assets you can, including TEDx, directories, and speaker bios. Track website traffic and engagement to make sure your audience is moving with you.

If something isn’t landing—say, search results dip or people seem confused—adapt. You don’t need to erase your old name; you are adding dimension. For me, keeping O’Neill visible ensures continuity with my kids and my business. Adding O’Keefe celebrates my marriage, my partnership, and this new family chapter.

The Bigger Picture

Changing your name isn’t just about paperwork or pixels. It’s about declaring: I am not losing myself, I am expanding myself.

As women, we are often told to choose: career or family, identity or partnership. But the truth is, we can hold both. My roadmap isn’t just for CEOs or public figures; it is for any woman navigating change while protecting what she has already built.

So here is my advice: treat your name not as a label to swap but as a story to tell. Evolve it, honor it, and most importantly, own it.

Because in the end, whether I am signing an article, hosting a podcast, or sitting down to dinner with Dan and our girls, I am wholly me: Lindsay Mure O’Neill O’Keefe.
And that is exactly who I was meant to be.