A business rebrand can’t just be taking off your glasses and letting your hair down.
Businesses need glow-ups just as much as the rest of us, but in order to grasp the full potential of a rebrand, the first thing to establish is what you want the end goal to be. More brand awareness? More relatability to your target market? Or something else? Whether you’re doing a shift in key messaging or changing your logo, you’re reshaping your brand identity for the better – and this is where PR can step in to get you there.
Here’s how we’ll do it:
Identify the Why
There needs to be a good reason for a rebrand, and it’s an opportunity to engage and relate to your customers, employees and stakeholders – no matter the size of the rebrand or your organisation. Use this change, however big or small, as an opening. Some questions to ask yourself:
A sturdy narrative (that a PR team can help you make) will reassure those involved in your business that they aren’t being abandoned or cast aside, and that this is a change happening together to improve everyone’s experience.
PR teams create key messages that are consistently communicated across all media channels, reinforcing the story and making it resonate with the target audience.
Take Slack for example, a near and dear platform for businesses.
Slack wasn’t always the slick workplace tool we know today – it started as an internal chat system for a now-failed video game. But when the game crashed, the team pivoted, turning their behind-the-scenes tool into a product of its own. Cue the rebrand!
PR played a starring role in that transformation. By leaning into their underdog story, landing coverage in outlets like TechCrunch and Fast Company, and spotlighting cool early users like Airbnb, Slack positioned itself as the antidote to clunky corporate comms. They didn’t just launch a product; they started a conversation.
But rebrands don’t always go to plan…sorry PrettyLittleThing (PLT), and PR plays an important role in managing any criticism or backlash from consumers. PR becomes essential in these moments, not just to respond, but to keep control of the narrative. When people are confused or unhappy with a change, silence from a brand can make things worse.
A good PR team will prepare messaging in advance, so if criticism comes in, there’s already a plan for how to respond. This might involve briefing journalists, engaging directly with audiences on social media, or putting forward spokespeople who can clearly explain the thinking behind the rebrand. It also gives the brand a chance to show accountability, transparency, and most importantly, that it’s listening.
Media Coverage and Visibility
Before you’ve even launched your rebrand, PR can help build traction and anticipation by crafting compelling content and teasing elements of what’s to come. That way, when the news drops, your target media are already primed and ready to cover it.
PR teams can also secure interview opportunities for your spokesperson, ensuring there’s a second wave of coverage beyond just the initial announcement.
Building visibility around the rebrand ahead of time – from press coverage to social media – also helps create a stronger support system when it goes live. Consumers are far more likely to react negatively to a sudden, unexplained change – especially when they don’t understand the reason behind it. PR bridges that gap with context, reassurance, and storytelling.
Keeping a Level Crowd
Customer engagement is particularly crucial. A rebrand should make customers feel included in the journey rather than alienated by sudden changes. PR tactics such as email campaigns, loyalty rewards, and interactive Q&A sessions can help maintain trust and enthusiasm among existing clients.
Internal alignment also plays a big role in a rebrand – employers, investors and loyal customers will already have a good understanding of the business, so changing their outlook on the company needs to be done just right to ensure they keep backing you through any decisions.
Measuring Success
After a rebrand, there’s always that tense “wait and see” moment. Will it resonate? Will people care? That’s where PR earns its keep.
A good PR team doesn’t just push the story out — they monitor media coverage, social sentiment, web traffic, and community feedback to get a real-world read on how your new identity is landing. This insight goes far beyond vanity metrics. It shows you what’s sticking, what needs adjusting, and where to double down.
Think of it as your post-launch radar. If something’s off, PR helps you fix it fast. If something’s flying, PR helps you capitalise.
Thinking about rebranding your business but don’t know where to start? Let’s make it happen. Call us on 01242 335246 or drop us a line at hello@headonpr.co.uk
