diff --git a/includes/Data/Data.php b/includes/Data/Data.php
index 445512c4f..fe8661985 100644
--- a/includes/Data/Data.php
+++ b/includes/Data/Data.php
@@ -39,7 +39,7 @@ public static function current_brand() {
 		if ( empty( $brand ) ) {
 			$brand = 'newfold';
 		}
-		$brand = \apply_filters( 'nfd_module_onboarding_brand', strtolower( $brand ) );
+		$brand = \apply_filters( 'nfd_module_onboarding_brand', sanitize_title_with_dashes( str_replace('_', '-', $brand) ) );
 
 		$brands = Brands::get_brands();