Rebranding • Comms
How to Announce a Rebrand (Without Confusion)
Most rebrands fail because customers feel confused. A simple communication plan prevents trust loss and reduces support load.
Principles
Do these
- Explain what changed (and what didn’t).
- Explain why the change happened (customer-focused).
- Reduce confusion: reassure people it’s the same business.
- Repeat the message across channels for 2–4 weeks.
What to say (by audience)
Customers
- What’s changing (visuals, name, messaging)
- What’s not changing (team, quality, service, accounts)
- What to do if they’re confused (support link)
Partners / vendors
- New logo/name assets and where to use them
- Updated invoice details (if applicable)
- Timeline for switching assets
Internal team
- New guidelines + where assets live
- Who approves what (owner)
- The “no old logo” rule and checklist
Copy templates
Copy/paste
REBRAND ANNOUNCEMENT (CUSTOMERS) — TEMPLATE Subject: We’ve updated our brand (same team, same service) Hi [Name], You’ll notice our look has changed. We’ve updated our brand to better reflect what we do today and make our experience clearer. What changed: - [e.g., new logo and visual style] - [e.g., updated messaging and website] What didn’t change: - Same team - Same products/services - Same commitment to quality If you have any questions, reply to this email or visit [support link]. Thanks, [Name] PARTNER/VENDOR NOTE — TEMPLATE We’ve updated our brand. Please use the new logo/assets starting [date]. Assets: [link]. INTERNAL ANNOUNCEMENT — TEMPLATE Rebrand is live on [date]. Source of truth: [guidelines link]. Please stop using old logos and templates immediately. Approvals: [RACI/owner].
Common mistakes
Making it about “we wanted a new look”
Fix: Make it about clarity and customer experience.
Announcing once
Fix: Repeat for 2–4 weeks across channels.
Not addressing confusion
Fix: Say “same business” clearly and give a support link.