How to Write a Rebrand Press Release 2025 [Examples + Tips]

By Intelligent Relations Team

October 17, 2022

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Is your company getting a shiny new look? Then you need to tell the world about it! You need to write a rebrand press release.

In the chaotic world of corporate makeovers, writing a rebrand press release is not only an art, it’s a survival skill. You want to let everyone know what’s changing, why it matters, and how it will make things better. 

Think of it as the “big reveal” on one of those HGTV reno shows.

Whether you’re updating your logo, switching names, or creating a whole identity, you want to introduce the “new you” to the world. The right tone and a clear message ensure everyone’s thrilled to meet the revamped version of your brand! 

In this guide, we’ll show you how to capture the excitement of a rebrand while providing all the necessary details in a clear-cut manner.

Here’s what’s covered: 

• What is a Rebrand Press Release
• How to Write a Rebrand Press Release
• How to Send a Rebranding Announcement 

What is a Rebrand Press Release?

A rebrand press release is an official statement issued by a company to announce significant changes to its brand identity. These changes include things like:

• New Logo
• Company Name
• Slogan
• Design
• Overall Brand Image 

The purpose of the press release is to inform customers, partners, the media, and the public about the rebranding effort and explain why it was done, what changes are being made, and what it means for the company’s future.

In the press release, companies usually highlight the reasons for the rebrand, such as:

• Aligning with New Business Goals
• Staying Competitive in the Market
• Appealing to a Broader Audience

It also helps ensure that everyone — from employees to customers — understands the new brand direction and feels confident about the changes. 

It’s a formal way to introduce the “new” version of the brand to the world.

10 Characteristics of a Rebrand Press Release

A rebrand press release has several key characteristics to communicate the company’s new identity and vision effectively. 

These characteristics include:

1. Clear Announcement of the Rebrand

The press release should directly state that the company is undergoing a rebrand. This usually appears in the headline or first paragraph to grab attention and set the tone for the rest of the release. 

2. Compelling Headline

A catchy headline that highlights the rebranding in a way that sparks interest. It should summarize the essence of the change in a few words while conveying excitement or significance. 

For example, XYZ Corp Unveils Bold New Brand Identity to Reflect Innovation and Future Growth.

3. Reason for the Rebrand

It’s important to explain why the company is rebranding. Whether it’s to reflect growth, new products, a shift in business strategy, or modernization, readers want to know the rationale behind the change.

4. Details of the Rebrand

The press release should provide specific details about what is changing. As previously mentioned, this includes things like:

• New Logo or Visual Identity
• Name Change
• Updated Tagline or Messaging
• Changes in Product Lines or Services
• Design Changes to the Website, Packaging, etc.

5. Message from Leadership

Quotes from company leaders help personalize the rebrand. These quotes usually express enthusiasm and confidence in the new direction while reassuring customers and partners that the company’s values and mission remain intact.

6. Impact on Stakeholders

The rebrand press release should outline how the rebrand will affect customers, employees, and partners. If there are operational or product changes, they should be addressed to manage expectations.

7. Call to Action 

Encourage readers to engage with the new brand by visiting the updated website, exploring new product offerings, or following the brand on social media.

8. Visuals

Include images or links to the new logo, website design, or any other visual aspects of the rebrand to give readers a sense of the updated identity.

9. Positive Spin and Forward-Looking Focus

The press release should emphasize the benefits of the rebrand, focusing on future growth, innovation, or better service for customers. It should inspire confidence in the brand’s new direction.

10. Contact Information

Lastly, provide contact details for press inquiries, including the name of a media representative, email, and phone number.

7 Reasons Rebrand Press Releases Matter

Your rebranding announcement is important for several reasons: 

1. Public Awareness

A rebrand press release serves as the official announcement to the public, ensuring that customers, partners, and the media are aware of the changes. Without a formal announcement, the rebrand could go unnoticed or cause confusion among stakeholders.

2. Managing Expectations

A rebrand often brings changes to a company’s visual identity, messaging, or even product offerings. The press release helps manage expectations by explaining what’s changing, why it’s happening, and how it will affect customers, employees, and partners.

3. Shaping the Narrative

A rebrand may lead to speculation or mixed reactions if not communicated effectively. By releasing an official statement, a company controls the narrative, framing the rebrand positively and aligning it with the company’s future goals and vision.

4. Reassuring Stakeholders

Rebranding may make customers or investors anxious about the company’s stability or direction. A well-crafted press release reassures stakeholders that the rebrand is a strategic decision meant to improve the company and doesn’t mean a loss of core values or services.

5. Building Excitement

A rebrand press release presents an opportunity to generate excitement and buzz around the company’s new identity. It attracts media attention, engages customers, and creates momentum for the brand’s next growth phase.

6. Consistency Across Communication Channels

The press release acts as an official document that can be shared across various platforms — websites, social media, email newsletters — ensuring that the rebrand message is consistent and unified.

7. Highlighting Brand Evolution

A rebrand often marks a significant milestone in a company’s growth or strategic shift. The rebrand press release highlights this evolution, helping to communicate the company’s commitment to innovation, market relevance, or improved customer experience.

Pro Tip: To craft an effective rebrand press release, keep the message clear and focused. Explain the reasons for the change. Highlight how it will benefit customers and stakeholders while maintaining excitement and enthusiasm.

For more information on crafting a press release for maximum impact, read our article: How to Write a Press Release for Great Results [Examples + Tips]

How to Write a Rebrand Press Release

To craft a compelling rebrand press release, you need to successfully communicate your company’s new identity to the world. Journalists are inundated with daily announcements, so it’s crucial to make yours stand out from the start. 

Proper formatting is essential. It ensures your message is:

• Clear
• Professional
• Easy to Follow

A well-structured press release with an attention-grabbing headline and concise, informative content increases the chances that journalists will pick up your story and help spread the word. 

By following these best practices, your rebrand press release will not only inform but excite readers, driving interest in your new brand.

Rebranding Announcement Basics

Before formatting the press release format, here are a few basic tips to keep in mind when getting started:

• Write it Like a News Article: Remember that most people who’ll read your rebrand press release are reporters. It’s beneficial if your press release is similar in tone to a news article — concise and unbiased. 

• Write in the Third Person: Write from the perspective of an independent observer. That means the third person.

• Keep it Brief: An effective press release is short and to the point. Aim for no more than 400 to 600 words in total. If it’s longer than a single page, cut it down.

• Avoid Hyperbole: This isn’t a sales pitch. Avoid referring to your announcement as “disruptive” or “revolutionary,” unless you are genuinely proving that to be the case. Focus on delivering clear and informative prose.

• Consider Your Audience: Who are the media outlets that you’re speaking to, or the readership they serve? Ask yourself what type of news they cover, and whether or not your rebrand is relevant to the topics they publish.

Rebranding Announcement Hook

Since you’re modeling your rebrand press release after a news article, you also need to consider how to identify your announcement’s “hook.” A good press release conveys informative details while drawing the reader’s attention.

To find your hook, consider what makes your rebranding press release newsworthy.

• Was the rebrand for a bigger cause or reason?
• Have you noticed an uptick in traffic or conversions since your rebrand?
• Is there an important message behind your rebrand?

Pro Tip: Establish how your announcement relates to a greater context, then weave that into your rebrand press release. Use AP style to ensure clarity, professionalism, and consistency.

Learn more about crafting an AP style press release here: How to Write an AP Style Press Release 

Rebrand Press Release Format + Examples

A standard press release is laid out like a news article with a direct and engaging headline and subheading. The information follows The Inverted Pyramid structure with the most important details at the beginning and supplementary data comprising subsequent paragraphs. 

Let’s look at this recent S-Docs announcement as an example of a clear rebrand press release that covers all the bases:

• Title: Explain that your company has rebranded in as few words as possible. 

• First Paragraph: Answer The 5 Ws to provide reporters with all relevant information.

• Second and Third Paragraphs: Place your company news into a wider context and provide extra information that builds out that angle.

• Quotes from Leadership: Include quotes from the company’s senior leadership. For example, they might state what the rebrand means for the company or how it will better serve customers.

• Additional Paragraphs: Additional paragraphs may be needed for any extra, useful details to round out the announcement. Rather than risk an overly long announcement,  S-Docs has included a link to their rebrand guide.

• Boilerplate: This is a short overview of the company’s history, mission, etc. — similar to the “About” page on your company website.

• Contact Info: At the end of the rebrand press release you’ll include the contact info of the person who will handle press queries.

Pro Tip: Skimability is key! Use clear headings, bullet points, and short paragraphs to make your release easy to navigate, ensuring the most important details stand out at a glance.

For more info on the industry-standard press release format, read our article: The Must-use Industry Press Release Format

How to Send a Rebranding Announcement

Once you’ve completed your rebrand press release, the next crucial step is distributing it effectively. The goal is to increase brand awareness by getting your news in front of the right journalists. 

There are two proven methods for doing this: 

1. Use a Press Release Distribution Service

A  press release distribution service is a platform that shares your rebrand press release for a fee. These services typically have extensive media contact databases, and some offer syndication, meaning you’re likely to secure some coverage. 

The downside is that these services are often expensive, and there’s no guarantee that your release will reach the specific media outlets you’re targeting.

2. Contact Journalists Directly 

A more budget-friendly option is to send your rebrand press release directly to a curated list of relevant media contacts. However, building that contact list yourself will require time and effort and may not yield immediate results. 

Pro Tip: This approach allows you to grow your media connections and establish relationships with reporters who may be interested in working with you in the future.

Want to learn more about how to send a press release? Read our guide: How to Successfully Submit a Press Release

When to Send a Rebranding Announcement

Timing is critical when sending a press release, as it impacts its visibility and media coverage. Ideally, you want to send your rebrand press release during peak business hours, typically between 8 a.m. and 10 a.m., when journalists are starting their day and more likely to check their inboxes. 

• Avoid sending releases late in the day, over the weekend, or during holidays, when newsrooms are less active.

Embargoed Press Release

Another strategic option is to use an embargoed press release. This means you share the press release with journalists ahead of the public release date but request that they hold off on publishing until a specific time. 

• Embargoes can give reporters time to prepare a story and increase your chances of securing coverage on the day your rebrand goes live. 

Pro Tip: Weigh your options and choose the best strategy for your rebranding announcement. Proper timing ensures that your press release gets the attention it deserves.

Get more info on press release timing here: A Quick Guide to Press Release Submission Timing

Key Takeaways

Writing and sending a rebrand press release requires careful planning and strategic execution. Crafting a clear, concise message that explains the changes and why they matter is essential for capturing your audience’s attention. 

Don’t forget the importance of proper formatting, skimability, and engaging visuals to enhance your rebranding announcement’s impact. 

Once your release is ready, choose the right distribution method — whether through a press release distribution service or pitching to journalists directly — based on your goals and budget. Timing is everything, so ensure your press release is sent at the right moment to maximize visibility. 

Whether you’re rebranding for growth, innovation, or repositioning, a well-crafted and strategically distributed press release can help you make a strong impression and generate excitement around your new brand identity.

If you’re still unsure about how to write a rebrand press release, let us help! Book a free consultation to get expert insight into how to start or improve your press release.