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

Planning a business rebrand? A strong rebranding press release helps you share your new brand identity confidently and clearly across all your media channels.

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?

What is a rebranding press release?

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.

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.

When to issue a rebranding press release

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.

Any time you make major updates to your brand elements or brand perception, a rebranding press release is worth considering.

Do I really need a rebranding press release?

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.

The role of your online newsroom in a rebrand

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.

How rebranding affects brand reputation

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

Transparency is key

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.

Set realistic expectations

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.

Tone matters, too

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.

What to include in a rebranding press release

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

Must-haves:

• 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

Optional elements:

• 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

Rebranding press release example

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, 2026 – 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

Rebranding press release template

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.

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.

Link to your newsroom, press kit, or rebrand hub.

Media Contact
[Full Name]
[Job Title]
[Email Address]
[Phone Number (optional)]

Tips for writing a compelling rebranding press release

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

Where to publish your rebranding announcement

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.