From what I can tell you can't.
If you rename the storage profile in vcenter it shows up as a NEW profile in vCloud (seems like a pretty big defect to me). I would suggest opening a case on how to do a rename with support (and why a rename in vCenter does not propagate into vCloud)
Hi, there is a workaround, I just found.
it isn't pretty but works.
do we know if this causes any issues in terms of VM availability? If we have an existing org vdc using the storage profile?