How to Announce a Rebrand on Social Media

Announcing a rebrand on social media can feel like you're changing the engine of a plane while it's in mid-air. You have built an audience that knows and trusts your current brand, and now you have to introduce something new without sending everyone into a panic. This guide walks you through exactly how to plan, execute, and follow up on a rebrand announcement, complete with real-world examples to show you how it's done right.

Phase 1: Getting Ready for the Big Reveal

A successful rebrand reveal doesn’t start on launch day. It starts weeks, or even months, beforehand with careful planning. Getting this stage right sets the foundation for a smooth and positive transition.

Tease the Change without Spilling the Beans

The goal before your big announcement is to build curiosity and anticipation. You want your audience to feel like they're in on a secret, even if they don't know what it is yet. This primes them for the change and makes them more likely to pay attention on launch day.

Actionable Strategies:

• Start a Countdown: Use Instagram Stories, Reels, or X (formerly Twitter) posts to count down to the launch. A simple "3... 2... 1..." or "Something new is coming" can generate a lot of buzz.
• Post Cryptic Visuals: Share sneak peeks of your new color palette without context. Post a blurred-out version of your new logo. This gets people guessing and generates early engagement.
• Engage with Questions and Polls: Use an Instagram Stories poll like, "We've got something exciting in the works. Ready for a change?" to gauge sentiment and build involvement.

Avoid revealing too much. The point is to make people wonder what's going on, not to give away the entire strategy before you've had a chance to frame the narrative yourself.

Prepare Your Digital Assets

The last thing you want on launch day is to be scrambling for a correctly sized cover photo for your LinkedIn company page. To ensure a seamless and professional transition, gather all your new brand assets in one place ahead of time. Think of it as your rebrand launch kit.

Your launch kit should include:

• Profile Pictures: Your new logo, optimized for all social platforms (e.g., a circular format for Instagram, a square for Facebook).
• Cover Photos: Properly sized banners for Facebook, X, LinkedIn, and YouTube that showcase your new brand identity.
• New Handles: If you're changing your name, try to secure the new username or handle on all platforms in advance. If it's taken, decide on a consistent alternative.
• Updated Bio Copy: Your social media bios should be updated to reflect your new mission, tagline, or brand voice.

Having everything ready allows you to flip the switch on all platforms at the same moment, creating an impressive and unified launch.

Draft Your Announcement Posts in Advance

Your launch day announcement caption is not something you should write on the fly. This message needs to be clear, confident, and empathetic to your audience. It needs to tell a compelling story about why you are changing.

Draft your primary announcement post for each social network a week or two ahead of time. While the core message will be the same, the delivery should be tailored to the platform:

• Instagram: Focus on visuals. A carousel post can be powerful, with the first slide announcing the change and subsequent slides explaining the meaning behind the new logo and visual identity.
• LinkedIn: Go deeper into the business strategy. Write a longer, more thoughtful post from your founder or CEO about the brand’s evolution, the market opportunity being addressed, and what this means for your customers and partners.
• X (Twitter): Keep it concise and impactful. Use a thread to break down the announcement into digestible pieces: one tweet for the reveal, another for the "why," and a third for a link to a blog post with more details.
• TikTok/Reels: Create a video. Use a "glow up" trending sound or a time-lapse concept to visually tell the story of your brand's transformation in an energetic and engaging way.

Phase 2: Launch Day Execution

This is it. After weeks of preparation, it's time to share your new identity with the world. Flawless execution here is all about coordination and clear communication.

The Announcement Post: Master the 'Why'

Your audience’s first reaction will be, "Why did they change?" Your announcement post must answer this question directly. People are naturally resistant to change, especially when it involves a brand they feel connected to. Explaining your reasoning turns a potentially jarring change into an exciting step forward they can get behind.

Your announcement should cover:

• The Reason for the Rebrand: "We've grown beyond our original mission, and we needed a brand that reflects who we are today."
• What the New Brand Represents: "Our new look represents our commitment to innovation and putting our community first."
• What Stays the Same: Reassure your audience. "While our look is new, our commitment to you and the quality you expect remains the same."

The key here is transparency. Don't just show them the new logo and expect them to love it. Tell the story behind it, address their potential concerns, and bring them on the journey with you.

Instant Profile Makeover

Synchronization is everything. The very moment your announcement post goes live, all your social media profiles should be updated with the new assets. Someone who sees your announcement on Instagram should be able to click over to your LinkedIn or Facebook page and see the exact same new branding. This consistency builds immediate brand recognition and shows that the change is deliberate and well-managed.

Go All-In with Every Content Format

Don't just rely on a single static image post to carry your rebrand. Use every tool at your disposal to amplify the message.

• Use Behind-the-Scenes Content: Share Instagram Stories showing your team’s excitement or a short video interview with your lead designer explaining their inspiration.
• Host a Live Q&A: Go live on Instagram or LinkedIn to talk directly with your audience about the rebrand. Answering questions in real-time shows you care about their feedback and builds trust.
• Create Shareable Content: Design a few quote graphics or inspiring visuals using your new brand guidelines that people will want to share, extending your reach organically.

Phase 3: Reinforcing the New Identity

Announcing the rebrand is just the beginning. The next few weeks are critical for reinforcing the new identity and making sure it sticks.

Engage with Every Single Comment

On launch day and in the days that follow, your announcement posts will be flooded with comments. Some people will love it. Some will hate it. Many will be confused. Your job is to engage with all of it.

• For Praise: Thank them! Your supporters are your greatest advocates during a rebrand.
• For Criticism: Don’t get defensive. Instead, respond with empathy and context. "We hear you! Change can be tough, but we're really excited about how this new direction will allow us to better do [X]. We hope you’ll grow to love it as much as we do."
• For Questions: Answer clearly and patiently. Repeating yourself is part of the job here.

How you handle the community feedback during a rebrand can define your brand’s reputation for months to come.

Keep the Momentum Going

To really cement your new brand in the minds of your audience, it needs to be consistently visible. For the next several weeks, all of your social media content should be a billboard for your new look and feel.

• Showcase your employees using new company swag.
• Release new product photos featuring the updated packaging or logo.
• Use your new brand color palette and font consistently in every graphic and video you post.

Basically, don't revert to old habits. Every single post is an opportunity to teach your audience what your brand looks and sounds like now.

Pin Your Announcement Post

This is a simple but highly effective tactic. Pin your main rebrand announcement post to the top of your profile on platforms like Facebook, X, and LinkedIn. This ensures that any new visitor or casual follower who missed the original announcement will immediately see the news and can get caught up without having to scroll through your feed.

Excellent Rebrand Examples on Social Media

Let's look at a few brands that nailed their social media rebranding announcements.

Dunkin' (Formerly Dunkin' Donuts)

When Dunkin' dropped "Donuts" from its name, it could have been confusing. But their social media campaign was brilliant. It was all about celebrating their long-standing focus on coffee and beverages while reassuring everyone that the donuts weren't going anywhere. Their tone was playful and confident, announcing that friends can use a shorter name. The campaign was clean, simple, and successfully modernized the brand perception without alienating its loyal fanbase.

Kia

Kia's rebrand was a total transformation from a budget-friendly car brand to a sleek, modern, and aspirational one. Their social reveal was dramatic and futuristic. They launched with a viral video of a massive drone show unveiling the new jagged, stylish logo. The message was clear: this is not the old Kia. Their high-quality social content since has consistently reinforced this new story of "Movement that inspires."

Calm

Meditation app Calm proved that a rebrand doesn't have to be loud to be effective. Through a thoughtful Instagram carousel, they walked their users through their subtle but meaningful visual refresh. They explained the logic behind their softer, more accessible typography and new serene color scheme. It wasn't just a design change, it was an extension of their core mission. The announcement itself felt calm, teaching users to appreciate the new look just like one might appreciate a quiet moment.

Final Thoughts

Announcing a rebrand on social media is a planned campaign, not a single post. By teasing your launch, telling a clear story about the 'why,' amplifying your message across all channels, and consistently engaging with your audience, you can transform a moment of potential disruption into one of incredible excitement and forward momentum.

Managing a coordinated rebrand across Instagram, TikTok, Facebook, and LinkedIn - with posts, Stories, and videos all needing to go live at the perfect moment - can be a huge lift. We built Postbase to make moments like this much less stressful. With our visual content calendar, you can plan every teaser, announcement, and follow-up post in one place. And our reliable multi-platform scheduling gives you confidence that your big reveal will happen seamlessly, everywhere, right on time.