How to Write a Rebranding Press Release
Rebranding a company or organization is never easy. In fact, it can take months, or longer, to create a strategy that you feel confident enough to put into action. When done right, of course, a rebrand can help boost your company’s market position and bolster customer loyalty.
But, that hard work doesn’t just begin and end with the rebrand’s deployment. You need to inform or remind the public about who your company or organization is, then hopefully reach an even wider audience to get the most out of the effort you put into rebranding.
The best way to do all that is with a rebranding press release.
When you share a press release with publications and journalists, you put your business in a position to increase audience awareness and brand recognition by garnering media exposure. This guide will explain how to craft the perfect press release, as well as go over the following:
- The value of a rebranding press release
- How to establish the foundation of a compelling press release
- How to write and format a rebranding press release
- Examples of rebranding press releases
- How to send out a rebranding press release
- When to send out a rebranding press releases
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The value of a rebranding press release
A press release is a concise and informative document that’s shared with various media outlets when announcing business news—in this case, an update about your company’s rebrand.
The ultimate goal of any business press release is to gain more media coverage for its announcement. For a company rebrand, targeted journalists might provide coverage so customers are aware of the changes, featuring input and quotes from senior leadership.
The byproducts of a successful press release include improved SEO and more website traction.
How to establish the foundation of a compelling press release
To begin with, standard press releases should always answer the “5 Ws”—who, what, when, where, and why. This information is the foundation that is going to make it easy to build your press release and the jumping-off point for making it compelling.
- Who: Identify who the press release is about. In this case, it’s your rebranded company. If it’s changed names as part of its rebrand, mention the old and new names.
- What: Explain what the announcement is about—so, again, the rebranding. Detail what elements of the company are impacted (for example, name, logo, website, etc).
- When: Specify when the rebrand was deployed and/or took effect.
- Where: If the website name has changed, share a link to the new platform.
- Why: This crux of the 5 Ws illustrates why the announcement is important. For instance, why does your rebrand matter and why should it be covered?
Usually, marketers answer the 5 Ws within an opening paragraph of a press release, so, with that in mind, consider tackling these questions before you even get started on drafting your press release. That way, you can be sure you’re checking all the boxes.
How to write and format a rebranding press release
There’s a standard press release layout that you need to follow. Media contacts will expect this industry-accepted outline when you submit your press release. It’s a way for them to be able to skim through your press release easily to determine if it’s a fit for their publication.
Since you’re likely trying to stand out, especially since your company’s rebranding, it might seem counterintuitive to follow a cookie-cutter format. Just remember, all that means is that you can focus on making your press release stand out through the information you intend to share.
What’s more, if you nail down the basics of press release format the first time, it’ll make it easier to follow this structure and format with any future press release.
The press release writing basics
Before we review the format of a perfect press release, there’re a few points about drafting the announcement information we want to cover that will keep you on the right track.
- Write it like a news article. Remember that most people who’ll read your press release are reporters. Therefore, it’s beneficial if your press release is similar in tone to a news article—concise, original, and unbiased.
- Write in the third person. Related to the above note, your press release is best when written from the perspective of an independent observer. That means the third person.
- Keep it short. 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.
- Keep prose free of 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.
- Think carefully about readers. 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.
The press release format
Standard press releases are also laid out like a news report, with a direct and engaging headline and subheading. The information is structured according to an “inverted pyramid,” with the most important details in the opening and supplementary data further down the page.
Below, we’ve outlined the standard format, a valuable starting template for any press release.
- 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 paragraph: Place your company news into a wider context and provide extra information that builds out that angle.
- Fourth paragraph: Include a quote from the company’s senior leadership. For example, they might state what the rebrand means for the company.
- Fifth paragraph: Any additional useful information to round out the announcement.
- Boilerplate: A short overview of the company (basically the “About” page from your company website).
- Contact info: The name and email of the person who will handle press queries.
The press release “hook”
Since you’re modeling your 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 constantly drawing the reader’s attention.
To find your hook, consider what makes your press release newsworthy. For example, are you rebranding for a larger cause? Have you seen an impressive uptick in website visitors since your rebrand? Are you undergoing a complete transformation for a reason?
Establishing how your announcement relates to a larger context will help you weave it into the press release itself, consequently keeping the interest of readers piqued.
Examples of rebranding press releases
Companies rebrand all the time, so trust us when we say there are plenty of press release examples related to revealing a new brand identity. Below you’ll find a selection we’ve handpicked to help inspire your own press release.
Zillion Announces Rebranding, Changes Name To HealthFleet
This press release for a rebranding clearly states the name change in the headline and explains the reason for the change to the name and logo, and why the news is relevant right now. Moreover, it also uses a relevant quote.
Hootsuite Breaks Free From the Sea of Sameness with Bold Vision for Social and New Brand System
Quite a creative headline for this business rebrand press release! But, adopting this tone sets a precedent for the type of rebrand they’ve planned on. While the name stays the same, the branding strategy provides a new lease on company life.
Cerebrae Changes Name to Accorded Reflecting Company’s Focus on a Frictionless Value-Based Contracting Ecosystem
Here, the press release provides rebrand reasoning in the headline. This is the hook the company used to provide more context to readers.
Looking for other press release examples? Check out our other guides:
Press Releases for Business Launches
Press Releases for Website Releases
Press Releases for New Partnerships
How to send out a rebranding press release
When you’ve finally finished crafting your press release, you need to put in the work to distribute it. After all, the goal is to boost brand awareness by sharing your news with relevant journalists.
There are two tried and tested ways to distribute press releases to the media, which are hiring a press release distribution service or pitching your press release to journalists on your own.
Press release distribution service
Essentially a platform that shares your press release for a fee, press release distribution services (also called newswires) often have a vast database of contacts and some offer syndication agreements, which means that you’re all but guaranteed at least some coverage somewhere.
Having said that, newswire costs can also run upwards of hundreds of dollars. There’s also no assurance that the money spent will get your press release to the media outlets you want.
Press release pitch email
Certainly a more cost-efficient strategy, you can also send your press release to a list of media contacts on your own via email. That also means, though, that assembling a relevant contact list for your press release will fall on your shoulders, as well.
Though you might not get traction right away, and rejection is never easy, this is a great way to develop a media contact list and get to know reporters that will be happy to work with you.
When to send out a rebranding press release
First things first, to give your press release the best shot at being featured in the media, you want to make sure you only issue and submit a press release when it’s relevant.
If you send out a press release that’s not deemed as “newsworthy,” it could have a negative impact on fostering a future relationship with media outlets. Always wait to issue your press release for when your news is trending.
In terms of your rebrand press release, what that means is, to wait until your company’s rebrand has been deployed and is complete before making the announcement. That way, once your practical and online presence is updated, reporters can see the rebrand for themselves.
Wrapping up rebranding press releases
Doubtless, the announcement of a business rebrand is an exciting time. If everything goes according to plan, you can secure media coverage, boost brand awareness, and reach a wider customer base—and the simple, single-page press release can help you achieve that.
However, if you still find yourself in the thick of the press release process and need an extra hand perfecting that important document, we’ve got you covered.
Intelligent Relations uses big data and AI to help clients master their PR strategies, offering a range of bespoke services, from press release drafting to building the most relevant media contact databases possible.