There are multiple reasons why a brand would want to rebrand, like wanting an updated look or needing a change after a major scandal. But despite the reason for wanting to rebrand, there are steps that need to be taken in order to ensure a smooth transition. And one of these things is a press release.
Rebranding is not just merely a simple logo change; it's updating your entire brand identity.
Your brand identity consists of your messaging, your values and the way you carry out your business.
Rebranding is a major undertaking for any brand, as its success or failure can have a significant impact on the business's future. It can either be the key to unlocking success or the final blow that leads to its downfall
Crafting a press release for the rebrand is essential, and media update's Saads Abrahams shares some tips on how to put together a successful one!
Choose an attention-grabbing headline
You are going to send this press release to a plethora of media outlets to publish — some you may already have a solid relationship with and some you probably don't.
This is why you need to write a headline that immediately grabs their attention so that they won't be able to resist opening what you've sent.
However, your headline should not be super fluffy but instead, tell the reader exactly what this press release is about.
So grab their attention, but also keep it to the point!
Your first paragraph needs to include the five Ws
Many who receive your press release might not have the time to read through the entire piece. So follow the rules of journalism — make use of the 5Ws at the beginning of your piece.
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Who? This is the current name of the company.
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What? The rebrand, what will the new name and other changes be?
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When? Share the expected launch date for these changes.
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Where? This can be a bit more ambiguous, like where your company is located or you can highlight your target market.
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Why? This is where you highlight all the reasons for the rebrand.
Share all the details
Now you can go into all the nitty-gritty details of rebrand.
What is changing?
Go into detail about what exactly is changing in your rebrand, such as the:
What is the reason for the rebranding?
Once you've broken down what is changing, explain why it's changing. This is probably one of the most important factors that you need to add to your press release.
The audience needs to understand exactly why you are rebranding — especially if you are a big and well-known brand. Remember to be clear and concise, you don't want to leave them with any unanswered questions.
From this, you can then show the differences — including the old / current brand to the new brand.
Share links
To avoid a long and droning press release, you can add links to your website, social media pages or even a video that goes into detail about all the changes that your audience can expect.
When is the change going into effect?
Let your reader know if the change is happening on the same day that the press release has been sent, or what day in the future it will happen. Just make sure to include the effective date of the change.
You can also share here if the company is doing anything to commemorate the rebrand.
Give quotes from stakeholders
Communication is key — so any statements and messages from the CEO or any other stakeholders about the rebrand should be added to your press release.
This helps add personality and credibility to your press release.
Don't forget your boilerplate
As with any press release, do not forget to add your boilerplate. This lets all readers know, especially the ones who aren't familiar with your company — who you are and where to find you.
Did you find this piece insightful? Let us know in the comment section below.
*Image courtesy of Canva
**Information sourced from Prowly, Determ and Agility PR Solutions.