6 issues you need to embrace in a rebranding press launch

There could be many the reason why an organization would possibly select to rebrand. It may comply with an M&A course of the place a brand new identification may very well be most popular. You could need to attain a brand new viewers, or you will have dramatically modified the services you provide. Or it might merely be that you simply (and your prospects) now not really feel your present model identification is related. 

Upon getting determined to rebrand, there are many issues to contemplate. Relying on the dimensions of your online business, it may properly be a pricey course of. And it’s not one thing that’s going to occur in a single day, both. One vital factor is to get your rebranding message to as many individuals as doable, and that wants good PR and media work. A significant a part of that’s going to be a rebranding press launch, however what do you have to embrace in it?

Understanding rebranding

Put merely, rebranding is a course of the place your group revamps your company picture, and this could embrace all the pieces out of your emblem to your messaging. The tip objective, after all, is to enhance your online business efficiency, outperform your opponents, and both set up or reestablish your online business as a market chief in your explicit sector. 

Whilst you might make the selections across the model, in some ways, it’s one thing that belongs to your prospects. You need your new model to attach with them and for them to really feel that your group can finest fulfill their wants and desires. When prospects really feel extra linked to a model, then they’re extra more likely to stay loyal to that model. 

Picture sourced from Papirfly

6 issues to incorporate in a rebranding press launch

So, you’re a PR skilled and you’re referred to as right into a C-suite assembly the place they announce that they’ve determined to rebrand the corporate. Because the in-house (or most popular company) PR particular person, they need you to place collectively a rebranding press launch that will seem in varied media shops in addition to the enterprise’s web site and social media platforms. What issues do you have to embrace in a complete and informative press launch?

1. Seize the viewers’s consideration

You need individuals to learn your press launch however many might have a look at it solely briefly. So, earlier than the rest, you need a catchy headline that’s eye-catching however informative on the identical time. The principle guidelines to comply with listed below are to incorporate all pertinent data however to keep away from padding the headline out with pointless phrases.

Picture sourced from NeilPatel

Preserve it so simple as doable whereas specializing in making a headline that captures individuals’s consideration. For instance:

SARASWATI PUBLISHING UNDERGOES REBRANDING: CHANGES NAME TO SARASWATI EDITING SERVICES. 

That headline is concise and to the purpose and tells any reader what the rebranding press launch is about. Now, some individuals might learn solely the headline, whereas others will learn the complete doc (or a few of it). Both method, you’ve got your fundamental message throughout.

2. Comply with the 5 Ws rule in your first paragraph

Many individuals is not going to learn the complete doc, so that you need to get extra of your message throughout within the first paragraph of the press launch. To try this, you need to comply with what is called the ‘5 Ws’ rule. These 5 Ws are:

• Who? Who you’re presently (ie; the enterprise identify previous to rebranding). 
• What? What is going to the brand new model be referred to as? These first two factors are repeating what you need to have mentioned in your headline for emphasis. 
• When? When will the rebranding take impact? That launch date might include a significant marketing campaign and a particular in-person or digital occasion.
• The place? This may be an ambiguous W in that you could be say the place the enterprise is headquartered or it’s possible you’ll spotlight the market/sector the group operates in. 
• Why? Individuals are going to need to know why you’re rebranding. Is it a results of a merger or a change in path relating to merchandise and/or companies? For instance, your online business could also be increasing into the BPO name centre companies market. 

The great thing about utilizing the 5 Ws rule in that first paragraph is twofold. Firstly, it’s the identical rule utilized by journalists so you’re giving media shops all the essential data they should write a chunk concerning the rebranding. Secondly, you’re giving all the mandatory data in that paragraph to these readers who gained’t learn the complete rebranding press launch.

3. Go into extra element within the remaining copy

For many who learn past the headline and first paragraph, you now need to go into larger element concerning the rebranding which is able to embrace increasing on the 5 Ws you utilized in that first part. 

Picture sourced from InfluencerMarketingHub

There are numerous phases of the rebranding that it’s essential take into consideration when giving extra particulars. 

• Clarify the journey. Inform individuals the story behind the rebranding. That may very well be so simple as a merger that has created what you’re feeling is a wholly new group. You may as well clarify how the brand new model displays your organization’s values. 
• Adjustments. Go into element as to what’s really altering on account of the rebranding course of. The obvious components could also be issues like the corporate identify and the brand, however may embrace different issues similar to your web site or the expanded (or new) vary of merchandise you’ll be providing. It may additionally embrace your organization’s transition to a phygital advertising technique. 
• Distinction. You need individuals to know the distinction between outdated and new, so spotlight what variations there might be and, maybe most significantly, how the rebranding will higher profit your buyer base. 
• Retaining positives. In addition to highlighting the positives that may include change, you need to spotlight the positives of the outdated model that won’t change. For instance, if your online business has a terrific popularity for customer support, you may reassure readers that that is one thing that won’t change. 
• Use hyperlinks. Whereas your rebranding press launch could also be disseminated in written/digital type, it could assist to incorporate some hyperlinks in it too. These could also be hyperlinks to any new web site (or social media pages), or may even be a hyperlink to a brief explanatory video utilizing a script generator, or perhaps even a message out of your CEO to ‘welcome’ individuals to the brand new model. 

4. Launch date

There’s a good probability that your launch (or efficient from) date could have some issues occurring to mark the event. Giving advance data might help each prospects and the media put together for the rebranding. What you embrace in your launch celebrations is solely as much as you (or your C-suite) however may embrace a number of the following:

• A particular occasion the place the brand is unveiled. This may very well be an in-person occasion (with added stay streaming) or it may very well be a very digital occasion. You may additionally embrace a Q&A session in your occasion.
• Particular provides. You could resolve to supply a spread of provides and reductions for ‘rebranding day’. That is one thing that may seize your prospects’ consideration and drive them to your web site.
• Giveaways. On launch day itself, it’s possible you’ll resolve to supply some giveaways. These could be so simple as one thing like stickers which might help with spreading consciousness and constructing the brand new model. 

5. Adjustments to your mission and values

One other factor to contemplate concerning the rebranding is whether or not there are any adjustments to your Mission, Imaginative and prescient, and Values statements. If there are, you need to concentrate on every change, why it’s being modified, and what it means, each to how you use as a enterprise and in addition what it’ll imply on your prospects. 

After all, many components in these three areas could also be retained, and you need to concentrate on what’s being stored in addition to what’s being modified. For instance, your Values assertion might broaden to incorporate particular CSR (company social duty) targets similar to financing well-digging in creating nations to supply clear water. 

6. Quotes from key gamers

A superb add-on to any rebranding press launch is to incorporate a variety of quotes from related individuals. These may vary from a devoted message out of your CEO (which is also in video type as prompt earlier) to a quote from one (or extra) of your workers as to how they really feel concerning the rebranding. 

Should you function within the B2B sector, promoting one thing similar to contact centre options, you can additionally ask one or two of your main purchasers to supply a quote on what variations the rebranding might imply to them. One factor to notice is to keep away from any destructive feedback concerning the outdated model and as an alternative concentrate on the positives of the rebranding. 

The takeaway

A rebranding press launch is an important a part of any rebranding course of. It offers each the media and your prospects advance discover of what you will have deliberate and why you’re doing it. When achieved appropriately, and together with all pertinent data, you may spotlight the rebranding within the media and on social media, widening the attain of your determination. 

Whereas guaranteeing you utilize formal language all through the press launch, keep away from being too ‘wordy’, particularly relating to that catchy headline and your introductory paragraph that makes use of the 5 Ws. Not everybody will learn your whole press launch so these first two sections could be of utmost significance relating to speaking what you’re doing, why you’re doing it, and when it’s occurring.