Press Release for a Company Rebrand: How to Do It Right

A rebrand feels huge from the inside: months of work, a new name or logo, a fresh website. From the outside? Most people shrug. Journalists especially.

The trick to a good rebrand press release is finding the story behind the new look.

Why rebrands are hard to cover

A new logo isn't news. "Same company, new colours" doesn't give a reporter anything to write about. And customers mainly want to know one thing: does this change anything for me?

Find the real story

Ask why you rebranded. The answer is usually the angle:

Growth: you've outgrown your old name (e.g., "Calgary Plumbing" now serves all of Alberta)
A new direction: you've pivoted into new services or markets
Ownership change: a new generation, a merger or an acquisition
Values or community: a name change to reflect your community or correct an outdated name
Clarity: customers were confused about what you do

"After 25 years, the founder's daughter takes over and renames the family business" is a story. "Company unveils new logo" isn't.

What to include

What's changing: new name, logo, website, services
What's not changing: team, ownership, service, pricing, phone number — this reassures customers
Why it's happening: the real story
When it takes effect
A human quote explaining the decision
Visuals: old and new logo side by side, photos of the team or new signage
Practical info: new website, email changes, social handles

Headline example

After 25 Years, Calgary's Smith & Sons Plumbing Becomes Crescent Heights Plumbing as Founder's Daughter Takes Over

Specific, human, local. More headline tips: How to Write a Compelling Press Release Headline.

Avoid these rebrand mistakes

Overselling the logo. "A bold new visual identity that captures our essence" — nobody cares.
Hiding the reason. If it's a merger or ownership change, say so.
Forgetting customers. Tell them how to find you and what's different.
Inconsistent rollout. Make sure your website, social profiles and Google Business listing update the same day.

More pitfalls in Press Release Mistakes That Kill Your Chances of Coverage.

Timing your rebrand announcement

Tell employees and key clients first
Prepare website, socials and signage in advance
Pitch media a week or two before launch (consider an embargo)
Release publicly on launch day
Share across all channels

Who to pitch

Local business media — especially if there's a growth or ownership story
Trade publications in your industry
Marketing and design publications if the creative work is genuinely notable
Community outlets if the rebrand ties to local identity

Rebrands as a brand awareness moment

Handled well, a rebrand is a chance to reintroduce yourself to the market. Pair the release with social content and customer email. See Press Release vs. Social Media Announcement: Which Should I Do? and Press Release Best Practices for Building Brand Awareness. For a short example, see Press Release Examples That Actually Work.

Quick FAQ

Do I need a press release for a logo refresh? Usually not. Small visual updates are better shared on social and with customers. Save the release for real changes in name, direction or ownership.

Should I mention the old name in the release? Yes. People search for the old name, and mentioning it helps them connect the dots.

How far in advance should we tell customers? Key clients should hear before the public, ideally a week or two ahead. Everyone else can learn on launch day through email, social posts and your updated website.

Rebranding soon? Blastily turns your new look into a story worth covering. Start your Blast at blastily.com.