Branded/short links in SharePoint

How can I set up branded links in SharePoint 2016? I used to work somewhere else that did this and it was very useful, but at the time I wrongly assumed it was a SharePoint feature rather than something the company had build. For example, if I have a list I want to refer to that gets replaced every quarter, I'd like to have a link to e.g. www.sitename.com/LatestList that I can share with other people, and then behind the scenes just update what that points to e.g. www.sitename.com/lists/q4.aspx. It makes it easier to maintain links in a list if they point to the branded/vanity URLs and then there's only one place you have to update each time with the absolute link to the actual file. I hope I've explained this ok! Thanks in advance!