How to Write a Rebrand Press Release [+ Real Examples]

By Intelligent Relations Team

October 17, 2022

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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, a rebrand can help boost your market position and bolster customer loyalty. 

But, that hard work doesn’t just begin and end with the rebranding deployment. You need to inform or remind the public about who your company or organization is. Then you’ll want to 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 rebrand press release.

When you share a rebranding 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 rebrand press release, as well as go over the following:

• The Value of a Rebranding Press Release
• Foundations of a Compelling Press Release
• How to Write a Rebrand Press Release
• Rebrand Press Release Examples
• How to Distribute a Rebranding Press Release
• When to Send a Rebranding Press Release

What is a Rebrand Press Release? Where’s the Value?

The definition of a general press release will tell you that a press release is a concise and informative document that’s shared with media outlets when announcing business news—in this case, an update about your company’s rebrand. But how does a rebrand press release differ from a general press release?

What is a rebrand press release?

 A rebrand press release is similar to a new business press release in that you’re announcing the launch of your new brand. These announcements should include things like your new logo, colors, and graphic look and feel. They should also include any core offer changes and your new brand story.

Here is a full list of things to consider including in your rebrand press release:

• New Brand Name
• New Logo
• New Colors
• Website Redesign Details
• Comments on New UX/UI
• Graphic Elements (Look and Feel)
• Core Offer Changes
• Brand Story
• Brand Goal and Mission
• Brand Positioning

Pro Tip: Because rebranding is such a visual undertaking, it’s not a bad idea to include some visual elements within your rebranding press release. Just be sure that your media doesn’t detract from or overwhelm your message. Also, check that any distribution service you use supports media.

The ultimate goal of any 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 and feature comments from C-level management.

The byproducts of a successful rebrand press release include improved SEO and more website traction. 

Foundations of a Compelling Rebranding Press Release

To begin with, standard press releases should always answer the “5 W’s”—who, what, when, where, and why. This information is the foundation that is going to make it easy to build your rebrand 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 the elements of the company that were impacted – e.g., name, logo, website design, 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: Here you’ll want to go into why your rebrand matters and why should it be covered. 

Usually, marketers answer the 5 W’s within an opening paragraph of a press release. So, with that in mind, consider tackling these questions before you get started on rebrand press release draft. That way, you can be sure you’re checking all the boxes. 

How to Write a Rebrand 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 rebranding 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 rebranding 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. 

Press Release Writing Universal 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 rebrand 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 rebranding 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 Rebranding 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 W’s 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. 

• 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 Rebrand Press Release “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. Ask yourself:

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

Establish how your announcement relates to a greater context. Then weave that into your rebrand press release, and you’ll keep the interest of your readers piqued.

Want our full guide on how to write a general press release? Feel like you need more of the basics? We’ve got you covered: How to Write the Perfect Press Release

Rebrand Press Release Examples

Companies rebrand all the time, so trust us when we say there are plenty of rebranding press release examples related to revealing a new brand identity. Below you’ll find a selection we’ve handpicked to help inspire your own rebrand press release.

Zillion Announces Rebranding, Changes Name To HealthFleet

This rebrand press release for Zillion clearly states the name change in the headline. It also 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. 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.

Does your rebrand include a new website? Want to see how to write a press release announcing your new website? Check it out: A Guide to Press Release for New Websites

How to Distribute a Rebrand Press Release

When you’ve finally finished crafting your rebrand 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.

Use a Press Release Distribution Service 

Essentially a platform that shares your rebrand press release for a fee, press release distribution services (also called newswires) often have a vast database of contacts. Some also 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 rebrand press release to the media outlets you want. 

Send a Press Release Pitch Email 

Certainly a more cost-efficient strategy, you can also send your rebrand 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.

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. 

Want more insight into what’s best? Want to make sure you successfully submit your rebrand press release? Check out our full guide: How to Successfully Submit a Press Release

When to Send a Rebrand Press Release

First things first, to give your rebranding 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, you’ll want to wait until your company’s rebrand is deployed and complete before making the announcement. That way, once your practical and online presence is updated, reporters can see the rebrand for themselves. 

Key Takeaways

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 rebrand press release can help you achieve that.

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