How to Write a Rebranding Press Release (w/ Template)

Announcing a rebrand is a big deal – especially when you’ve poured months (or years) into redefining who your brand is and what it stands for. Whether it’s a logo refresh, a full company name change, or a complete overhaul of your brand identity, your rebranding press release is the moment the world finds out.

So, how do you write a compelling rebranding press release that makes people care? And what do journalists actually want to see in your announcement?

Let’s walk through how to write a rebranding press release that strikes the right tone, earns media coverage, and makes your target audience care (and trust you).

A rebranding press release is an official public announcement that communicates your company's rebranding initiative. It introduces the new brand identity and outlines the reasons behind the change.

A company rebrand might include updates like a new logo, new brand story, changes to your visual identity, or even a new company name.

Unlike a standard press release that might focus on a product launch or event, a rebrand press release affects every touchpoint of your company’s public presence – and every stakeholder, from customers to investors to the media.

Rebranding press releases need to do more than just state the facts. They should reassure existing customers, excite new ones, and give journalists enough context to write a compelling brand story.

What makes a rebranding press release successful?

• Clarity – Spell out exactly what’s changing (and what’s not)
• Consistency – Make sure the tone and message align with other brand materials
• Timing – Don’t announce a rebrand months before the changes go live

An effective rebranding press release builds trust and transparency with your existing customers, stakeholders, media outlets, and new customers by explaining the strategy and thinking behind your refreshed brand identity.

A rebranding announcement is a major milestone for any company and can apply to a wide range of scenarios. Done well, these announcements help you reintroduce your brand to the world and keep the narrative on your terms. Wait too long, and others might fill in the blanks for you.

You might need to send one when your business:

• Changes its company name
• Updates its logo, brand colors, or overall visual identity
• Adopts a new brand story, mission statement, or core values
• Launches a new website that reflects the rebrand
• Repositions to target a new audience or market
• Merges with or acquires another company (in this case, you might also need an acquisition press release)
• Completes a full or partial rebrand after collecting customer feedback or reviewing industry trends

Strong timing example: Your refreshed brand identity is going live next week, your new site is ready, and your team is prepped to talk about it. Perfect.

Weak timing example: You tease a rebrand months in advance but delay the launch. By the time it drops, the momentum (and media interest) is gone.

While whether or not you make a massive fanfare about your rebrand will depend on your particular circumstances, it's always worth writing up the details of the change even if it doesn't go farther than your own newsroom.

Are you a small brand making a minor tweak to your logo? Probably no need to ping the press, but make sure to publish something about it on your site and update all your downloadable media assets and press kits.

An online newsroom acts as your central hub for rebrand communication, giving journalists and stakeholders a go-to source for everything they need. This helps reduce confusion, misreporting, and missed opportunities for visibility.

It should include:

• Visual assets (brand elements such as logo, colors, media kits, and other multimedia)
• Your rebranding press release, FAQs, and any additional announcements
• Company background, leadership bios, and your updated mission statement
• Contact details and links to social media channels

Your newsroom plays a key role in long-term discoverability and helps boost SEO for your new brand name. It gives you control over how your company's history is told and ensures consistency across media coverage.

Prezly lets you set up a branded newsroom that’s searchable, easy to update, and accessible across teams or agency partnerships – no extra email requests required.

Rebrands come with risks. People are creatures of habit, and any major change – even a well-planned one – will face resistance.

If your loyal customers don’t understand why you rebranded, they might assume the worst. That’s why your press release needs to clearly explain the "why" behind your decision and what it means for your audience.

No one rebrand is universally loved. It often takes 6 to 18 months for a new brand to feel familiar. During that time, consistency across your website, marketing materials, social media platforms, and external messaging is crucial.

If your announcement is overly corporate or vague, it’ll feel inauthentic. Make sure your visuals (like your new logo and brand colors), stakeholder quotes, and messaging reflect your brand’s values and identity. And yes, expect feedback – not all of it glowing.

Here are the key elements to include in your rebranding announcement:

• Headline and subhead: Include a compelling headline and short summary that introduces the rebrand announcement clearly
• Date and location: Standard press release formatting starts with "For immediate release" and a dateline, and in this case tells the reader when your rebrand took place
• New brand name or identity: What’s changing? This includes your new company name, logo, or any core element of your brand identity
• Why you’re rebranding: Include strategic reasons or market trends that led to the change. For example, aligning with a broader market, post-acquisition repositioning, or evolving customer needs
• What’s staying the same: Help reassure loyal customers and stakeholders by highlighting continuity – such as your core team, mission, or service offerings
• Quotes from leadership: Add authenticity and insight into the rebranding journey. Consider including quotes from both your CEO and brand/marketing leadership
• Visuals: Before-and-after logos, product images, new brand colors, and any other visuals that show off your updated look and feel
• Link to your newsroom or rebrand hub: For more info, media kits, assets, and FAQs – making it easy for journalists to access everything they need
• Media contact information: Include clear media contact details or link to your media database for further questions or interview requests

• Customer testimonials: Reinforce how the new identity resonates with your audience
• Mission statement and brand values: Communicate the principles guiding your rebranding effort
• Key dates in the rebrand rollout: Set expectations for when changes take effect across platforms
• Info about the creative process or internal team involved: Add a personal touch by sharing behind-the-scenes insights into how your revamped brand identity came to life

Here’s a sample of a compelling press release for a fictional rebrand.

FOR IMMEDIATE RELEASE
​​
​Curio Rebrands with New Identity to Reflect Evolving Creative Vision
​​
​June 3, 2025 – Bristol, UK – Curio, a global leader in storytelling and audio journalism, has unveiled a new brand identity, including a redesigned logo, updated visual assets, and refreshed brand values. This major milestone reflects the company's commitment to delivering impactful, thoughtful audio experiences in an evolving digital world.
​​
​“Our new brand reflects who we are today – bold, curious, and human,” said CEO Lina Arora. “This rebrand is more than a visual update. It’s a renewed promise to our listeners and partners that we will keep pushing the boundaries of audio storytelling with creativity and care.”
​​
​The rebrand includes a new website, updated brand colors, and a simplified logo designed to resonate with the company's target audience effectively. It follows months of research, customer feedback, and collaboration across the internal team.
​​
​The announcement comes as Curio expands into new markets and prepares for a slate of original productions set to launch later this year.
​​
​Explore Curio’s refreshed brand identity at [curio.io]
​​
​Media Contact
​Ella Royce
​Head of Communications
​ella@curio.io

Here’s a simple structure for an effective press release:

FOR IMMEDIATE RELEASE
​​
​Headline: [Company Name] Unveils New Brand Identity to Reflect [New Direction or Purpose]
​​
​Subheadline (optional): Change reflects [customer feedback/market evolution/growth strategy/etc.]
​​
​[City, Date] – [Company Name], a [short description of company], today announced a comprehensive rebrand, introducing a new logo, visual identity, and brand story that aligns with the company's values and future direction.
​​
​Body paragraph 1: Explain what’s changing and why, e.g. ​
​​
​"The rebrand marks a major milestone in the company’s journey. Designed to better connect with its target audience and reflect evolving industry trends, the new brand includes [brief list of updates: e.g. new website, refreshed brand colors, revised mission statement]"
​​
​Quote: “[Quote from CEO or team member about the rebranding process and what the new identity means],” said [Full Name], [Job Title].
​​
​Body paragraph 2: Explain what’s staying the same (core values, products, team). ​
​​
​Body paragraph 3: Clearly state when the new brand identity is effective from, e.g. [Company Name]’s new brand identity is live across all digital platforms, including its website and social media channels.
​​
​Link to your newsroom, press kit, or rebrand hub.
​​
​Media Contact
​[Full Name]
​[Job Title]
​[Email Address]
​[Phone Number (optional)]

Keep your message clear, honest, and audience-focused. Here are a few best practices to help your rebranding press stand out:

• Avoid corporate buzzwords – explain your rebranding initiative in plain language
• Include a personal touch – show how your new brand values tie back to your company’s history
• Share the why – be transparent about what prompted the rebranding effort
• Keep it concise – stick to a single page when possible
• Add visuals – let people see the new brand identity, not just read about it
• Media contact details and launch timeline – worth mentioning again, you'd be surprised how many people leave these things out!
• Anticipate questions – address how the rebrand affects existing customers, brand assets, or future plans

Once your press release is written, it’s time to get it seen. Crafting a compelling message is only half the battle – making sure it reaches the right audience is where the real work begins.

With the right strategy, your rebrand announcement can gain momentum and make waves across media outlets, social platforms, and stakeholder inboxes.

• Share a tailored version of your news on social media platforms, newsletters, and your website
• Create a pinned post, LinkedIn update, or behind-the-scenes Instagram Story
• Link back to your full press release hosted in your Prezly newsroom

• Update your media list
• Send personalised pitches to key media outlets and industry reporters
• Make sure they have access to your new brand assets, visuals, and contact info

• Can help boost online mentions and visibility
• Not ideal for engagement or in-depth coverage unless you’re already a household name

A well-crafted rebranding press release can elevate your brand image, but even a few missteps can derail the effort. 

Here are some common mistakes to look out for:

• Being too vague: People want to know why you’re rebranding and how it affects them. Be specific and transparent, especially if the change affects their experience with your brand.
• Skipping visuals: Your new identity needs to be seen, not just described. Include logos, mockups, and other visual assets to bring the change to life.
• Overlooking stakeholders: Internal teams, existing customers, and partners all deserve tailored messaging. Don’t leave them guessing – be proactive in your communication.
• Assuming media will care: Just because it’s a big deal internally doesn’t mean it will automatically get picked up. Tie your brand story to broader trends, customer benefits, or industry relevance.
• Lack of follow-up: Keep updating your newsroom, answering questions, and responding to coverage. A one-and-done press release won’t be enough to maintain momentum.

By avoiding these pitfalls, you’ll create a compelling press release that actually supports your rebranding effort.

Once your rebrand is public, you’ll want to track how it’s received. 

Start by monitoring:

• Mentions of your old name, new name, and keywords like “[Company] rebrand”
• Sentiment in press coverage, social media, and forums
• Engagement metrics on your newsroom and social content

Prezly’s media monitoring tool helps you track coverage and keyword mentions in real time. That way, if feedback starts to trend negative (or wildly positive), you’re ready to respond.

Not every rebrand requires a PR agency, but if your rebrand is high-stakes or public-facing, it can be worth the investment. 

Agencies can help you:

• Develop messaging that lands
• Pitch your story to relevant media outlets
• Manage reputation and coverage follow-up
• Prep for crisis communications

Smaller teams may also benefit if they lack internal bandwidth or media relationships.

Your rebrand deserves more than a quick TikTok and slapping a new logo on your homepage. A compelling press release helps shape the narrative, maintain customer loyalty, and secure media coverage that supports your new brand story.

Start with a solid structure, lead with your story, and give the media what they need to share it.

With Prezly, you can:

• Host a branded newsroom to share your rebrand story
• Send pitches and press releases to your media list
• Track mentions of your old and new brand
• Collaborate with your team or agency on messaging

Want to make your rebrand announcement easy to create, publish and share?

Start your 14-day free trial of Prezly and launch your new brand identity today.