How to do a rebranding announcement

Rebrands are big moments. They mark a shift and a new statement about where your company is headed. But if you don’t announce or roll it out correctly, that moment can fall flat—or worse, create confusion.

Customers are familiar with your brand as it is. Employees are used to the way things look and feel. If you drop a new identity on them without context, they will be left wondering why it happened and what it means. That’s why how you announce your rebrand is just as important as the rebrand itself.

So, how do you make sure your rebrand rollout lands? It starts with a clear message, a thoughtful orchestration of steps, and a communications/PR strategy that connects your audience to what’s next.

Why should you announce a rebrand?

Announcing a rebrand means formally communicating the shift in your brand’s identity, messaging, and positioning to your audience. When you’re announcing a rebrand, you’re clearly explaining why the change is happening, what’s evolving, and what it means for customers, employees, and stakeholders.

Rebrands signal growth, but if you do not explain the shift, you leave room for mixed signals or misinterpretation. People may wonder: Did the company get acquired? Is the brand moving in a new direction? Does this still represent the company I trust? A clear, well-crafted announcement ensures that your audience understands the transition, embraces the change, and stays engaged.

Studies show that consistent branding can increase revenue by up to 23%, but that consistency needs to be intentional—even during a transition. Without a structured announcement, you risk disrupting that brand trust instead of strengthening it.

Preparing for the announcement

Before you share the rebrand or brand refresh news with the world, your internal team needs to be aligned, your story needs to be clear, and your goals need to be defined. A lack of preparation can lead to mixed messages, confusion, or even resistance. But with the right groundwork, your announcement can create excitement, build trust, and reinforce your brand’s future.

Aligning your team on the rebrand

Before you go public, your team needs to be fully on board. Employees are the first ambassadors of your brand, and if they are not aligned, that disconnect will show.

Start with leadership—ensure executives and key decision-makers can confidently articulate why the company is rebranding and what it means. From there, bring in employees through internal meetings, workshops, and FAQs. Make space for questions, address concerns, and equip them with talking points so they feel prepared to represent the brand. A well-informed team leads to a seamless, confident launch.

Creating your rebrand story

A rebrand without a story is just a design change. The most successful rebrands are rooted in a strong, compelling narrative that answers three key questions:

• Why are we rebranding? (What prompted the change?)
• What’s changing? (Is it just visuals, or is there a bigger shift in mission, values, or positioning?)
• What does this mean for our audience? (How does this impact customers, employees, and stakeholders?)

Your rebrand story should be authentic, clear, and engaging. 78% of consumers say a brand’s values influence their buying decisions, so make sure your message connects on a deeper level. Whether it is about growth, evolution, or a shift in vision, crafting a strong narrative ensures that people do not just see the change—they understand it.

Setting clear objectives for the announcement

Without a clear purpose, a rebrand announcement can feel disjointed. Defining the “why” behind the change will shape how you communicate it.

Start by thinking about your audience. Customers want reassurance. They need to know that the brand they trust is still the same at its core. Employees need clarity. They should understand what’s changing and how it affects them. Investors and stakeholders, on the other hand, expect confidence. They want to see how the rebrand aligns with long-term business strategy.

Beyond audience alignment, your announcement should create a sense of momentum. A rebrand isn’t just about revealing something new—it’s about rallying people behind it. When done right, it strengthens brand perception, builds loyalty, and sets the foundation for future growth.

Choosing the right time and place to announce

Timing and placement can make or break your rebrand announcement. Drop the news too soon, and you risk confusion. Wait too long, and speculation takes over. Share it in the wrong space, and it might not reach the right people. A well-planned rollout ensures your message is heard, understood, and embraced.

Finding the perfect timing

Rebrands should never feel rushed. At Motto, when we’re leading a company through a rebrand rollout, we plan the rollout at least 90 days in advance (if not more). The right moment depends on your company’s growth stage, industry trends, and internal readiness. Announcing during a peak sales period might distract from the message while revealing it during a slow season could mean it gets overlooked.

So, what is the right timing? Ideally, a rebrand should be introduced when it aligns with a larger business milestone—something that gives the change context and momentum.

• Company anniversaries: A milestone year (like your 5th, 10th, or 20th anniversary) provides a natural opportunity to reflect on growth and introduce a refreshed identity.
• Major business expansions: If your company is entering a new market, launching new services, or undergoing significant structural changes, a rebrand reinforces that evolution.
• Mergers or acquisitions: A rebrand can unify the new identity of two companies, signaling a shared vision and fresh start.
• All-hands or retreats: Is your company getting together for a retreat or annual gathering? If so, that’s a great time to sync your rollout with that timing.
• New leadership: A change at the executive level can mark a shift in company direction, making it the right moment to refresh the brand’s positioning.
• Industry shifts or repositioning: A rebrand can signal relevance and innovation if your brand has outgrown its original identity or is evolving to meet new market demands.

Picking the best channels for communication

Where you announce your rebrand matters just as much as when. The right channels ensure your message reaches the right people with the right level of detail.

• Your website: The first place customers will look for an explanation. Update key pages with a clear message about the business rebrand.
• Email marketing: Direct and personal emails allow you to craft a well-explained message for loyal customers, investors, and stakeholders.
• Press releases and media coverage: If your rebrand is part of a larger strategic shift, securing media coverage can amplify its impact.
• Internal communications: Before the public announcement, employees should hear it first. Company meetings, Slack updates, or internal newsletters help align teams.

Each channel plays a role in reinforcing your message. The key is consistency. Every touchpoint should communicate the same story, building confidence in the transition.

Creating your message

A rebrand reshapes how people perceive your company. The way you communicate that change determines whether it builds excitement or creates uncertainty. Your message needs to be clear, compelling, and rooted in purpose so your audience understands not just what’s changing but why it matters.

The first step is defining the reason behind the rebrand. Maybe your company has evolved beyond its original identity, expanded into new markets, or refined its mission. Whatever the case, your audience needs a straightforward explanation that makes the change feel intentional rather than abrupt. You can impact trust if they do not see the connection between the past and the future.

But creating the right message requires a rebranding strategy, consistency, and a deep understanding of your brand’s voice. This is where Motto®’s Verbal Identity process plays a critical role. Through structured brand voice development, messaging frameworks, and storytelling strategies, we help companies articulate their rebrand in a way that resonates.

Equally important is clarity around what’s changing and what’s staying the same. Are you shifting your core values? Expanding your services? Updating your visual identity but keeping the same mission? Transparency builds confidence, while vague messaging leaves room for speculation.

Tone also plays a crucial role. A rebrand announcement should feel authentic and human, not overly corporate or mechanical. Research shows that 64% of consumers want brands to connect with them on a personal level, so your message should reflect your company’s personality and values.

Bringing your team on board

A rebrand is not just an external shift—it’s an internal transformation. Your employees are the first ambassadors of your new identity, and if they do not understand or support the change, it will show. A well-executed internal rollout ensures that your team feels informed, engaged, and aligned before the public announcement.

Start by making the rebrand feel like a shared journey, not just a top-down decision. Employees should understand why the company is rebranding and how it impacts them. Host a company-wide meeting, share an internal FAQ, and give employees the chance to ask questions. The more they feel involved, the more they will embrace the change.

Equipping your team with the right tools is also essential. Provide updated brand guidelines, messaging frameworks, and visual assets so employees can confidently represent the brand. A successful rebrand starts from the inside out. When your team feels connected to the new identity, they won’t just talk about the change—they’ll embrace it.

Building excitement for your rebrand

If you simply unveil a new logo and expect people to care, you are missing an opportunity to create momentum. The key is to build anticipation before the big reveal and sustain engagement long after the launch.

Create a sense of mystery

People love a good story, and a well-executed rebrand rollout should feel like one. Think of it like a movie trailer—before the full feature is revealed, carefully placed teasers build anticipation, leaving the audience eager to see more. Instead of dropping the news all at once, create curiosity.

Subtle shifts, like evolving colors in your marketing materials, cryptic messages on social media, or a countdown on your website, can spark intrigue and make people feel like something big is coming.

Brands that build pre-launch buzz see significantly higher engagement when they go live. Just like a well-crafted trailer makes people line up for the opening night, a strategically teased rebrand gets your audience excited, engaged, and ready to embrace the change.

Tell the story behind the change

A rebrand is a reflection of your company’s growth and vision. If you do not give people the why behind the change, they will fill in the gaps themselves. And that can lead to confusion or skepticism.

Your audience needs to understand what prompted the transformation. Did your company evolve beyond its original identity? Are you repositioning to better align with your values? The more transparent and intentional you are, the easier it is for people to connect with the new identity.

What to do on launch day?

Launch day isn’t about preparation—it’s about execution. Everything is set, and now it’s time to officially introduce your rebrand to the world.

Flip the switch across all platforms

Your new brand identity should go live everywhere at once. Ensure that your website, social media, email signatures, and marketing materials reflect the new brand identity the moment you go live. Logos, colors, fonts, and messaging should be updated everywhere, from digital platforms to physical assets like packaging or storefront signage.

At the same time, publish your official rebrand announcement—whether it’s a blog post, press release, or launch video. This should clearly explain why the rebrand is happening and what it means for customers. A vague or uncoordinated rollout can lead to confusion, so clarity and consistency are key.

Engage with your audience in real-time

The moment your rebrand goes live, people will react. Some will be excited, others may have questions, and a few may even resist the change. This is completely normal—what matters is how you respond.

Dedicate a team to monitor social media, emails, and customer service channels throughout the day. Be ready to answer questions, address concerns, and reinforce the reasoning behind the rebrand.

Think of how brands like they proactively engaged with customers on social media, explaining how the change better reflected their broader menu while still keeping the brand they loved.

Live engagement also adds a personal touch. Consider going live on Instagram, LinkedIn, or X to discuss the rebrand in real time. A Q&A session with leadership can provide direct insights into the transformation and make the audience feel involved.

Post-announcement strategies

The rebrand announcement may be over, but the work is not done. The days and weeks after launch are just as critical as the announcement itself.

Keep the momentum going

A common mistake brands make is treating the rebrand as a one-day event. In reality, your audience needs time to adjust. Keep talking about the rebrand across your platforms—do not let the conversation fizzle out.

At Motto®, we know that rebranding is more than a launch moment—it’s an ongoing evolution. Our FullSail® engagement ensures that brands have a long-term strategy for reinforcing their new identity. That means sharing behind-the-scenes content, customer testimonials, and team insights that build trust and familiarity over time.

Brands that sustain post-launch engagement see stronger brand recall and more customer loyalty than those that go silent after launch.

Monitor feedback and adapt

No matter how well you plan, the rebrand will spark reactions. Some will love it, some may have questions, and others might need reassurance. The key is to actively listen and respond.

Track brand sentiment through social media listening tools and key stakeholder surveys. Are there recurring questions or concerns? Address them through additional messaging or a follow-up FAQ. Brands that acknowledge feedback and refine their approach see higher long-term acceptance.

Track performance and measure success

A rebrand is a major investment, and you need to measure if the customers are actually connecting with the new identity.

One of the first indicators is brand awareness—are people talking about rebranding? Social listening tools can track sentiment and engagement, helping to gauge whether the change is being received positively.

Website traffic and user behavior also reveal key insights. A spike in visits suggests curiosity, but increasing bounce rates might indicate confusion or misalignment with audience expectations.

Mastercard’s 2019 rebrand, where the company removed its name from the logo, serves as a great example of a data-driven transition. By carefully monitoring trust metrics, customer reactions, and digital interactions, they ensured a smooth shift without losing recognition.

The bottom line

A rebrand is a shift in how the world sees your company. However, a successful rebrand depends on how you communicate it, how you engage your audience, and how you reinforce the new identity over time.

When done right, a rebrand can drive growth, strengthen brand perception, and build deeper connections with your audience. A clear, well-executed announcement makes all the difference in whether your audience embraces the change or questions it.

The key is alignment—internally with your team, externally with your customers, and strategically across every touchpoint. At Motto®, we guide brands through this process, ensuring that a rebrand isn’t just launched but lived. Because branding is not just about where you are today—it’s about where you are going next.