Thank you Chris!

Yes, I think it would make sense include the old brand name for some time.

"I can't imagine that it would do any harm so long as you do not change your new title tags also. This might become confusing in terms of branding for SEO."

...Not sure how you mean here? It´s a completely redesigned site

Hi,

We have gone through a change of company brand name including a new domain name.
We followed google recommendations at: https://support.google.com/webmasters/answer/83106?hl=en and it seems to have worked really well, the new domain has replaced the old in the google search results.

My question: Still most of our backlinks, both anchor text and links use the old brand name and domain and it´s a slow process trying to update all references.

Although they get redirected fine to the new domain (also following google recommendations), I wonder if the current scenario is doing any harm, SEO wise (other than the missed visual exposure of the new brand name) ?

...since the old brand name is not present at the new site I´m thinking of including "New brand name - previously old brand name" somewhere just to provide some sort of connection to all old backlinks, would that be unnecessary?

I should mention that the old brand name actually includes our most important keyword but the new brand name does not.

Thanks!