How to Announce a Rebrand: A Guide for Handmade Sellers

Share Your Brand’s Transformation With Confidence and Excitement

Rebranding your handmade business is an exciting opportunity to refresh your identity, reach new audiences, and align more closely with your vision. But how you communicate this change can make or break its success. A well-executed announcement not only informs your audience but also builds anticipation and strengthens your connection with loyal customers.

In this blog post, we’ll explore the best ways to announce your rebrand with transparency, excitement, and confidence to ensure your audience embraces the change.

Why Your Rebrand Announcement Matters

A rebrand isn’t just about unveiling a new name, logo, or look—it’s about sharing your journey and reinforcing trust with your customers. A clear and engaging announcement will:

Build Excitement: Get your audience excited about what’s to come.
Foster Trust: Reassure your customers that their favorite products and values remain intact.
Encourage Loyalty: Involve your audience in the process to make them feel part of the journey.

Step 1: Be Transparent About Why You’re Rebranding

Start your announcement by explaining the reason behind the rebrand. Customers appreciate honesty, and understanding your motivation can help them feel connected to your decision.

How to Communicate Your Why:

Share your growth story: “We’ve grown beyond just candles and now offer a full range of handmade home goods.”
Highlight your audience: “To better reflect the needs of our amazing customers, we’re evolving our brand.”
Emphasize improvement: “This rebrand allows us to serve you better with a fresh look and an expanded product line.”

Pro Tip: Frame the change as a positive evolution rather than just a makeover.

Step 2: Involve Your Customers in the Process

Make your audience feel like they’re part of the rebrand. Engaging them in the process creates excitement and loyalty.

Ideas to Involve Your Customers:

Polls and Votes: Let them choose between two logo designs or taglines.
Sneak Peeks: Share behind-the-scenes photos or videos of your new branding elements.
Countdowns: Build anticipation with a countdown to your launch date.

Example:“We’re working on something exciting, and we want your input! Help us choose our new logo by voting in our poll.”

Step 3: Craft a Clear and Positive Announcement Message

When the time comes to announce your rebrand, keep your messaging clear, upbeat, and focused on your audience.

What to Include in Your Announcement:

Acknowledge the Change: Clearly state what’s changing (e.g., your name, logo, or focus).
Reassure Continuity: Let your customers know what’s staying the same (e.g., product quality, values).
Highlight the Benefits: Explain how the rebrand enhances their experience.

Example Announcement:“We’re excited to announce that we’re rebranding! As of [date], [old name] will become [new name]. This new identity better reflects our growing range of handmade products and our commitment to quality and creativity. While our look is evolving, you can count on the same amazing products and service you’ve always loved!”

Step 4: Leverage Multiple Channels to Spread the Word

Ensure your rebrand announcement reaches all your customers by sharing it across various platforms.

Where to Announce Your Rebrand:

Email: Send a detailed announcement to your subscriber list.
Social Media: Use posts, Stories, and Reels to share updates and engage followers.
Website: Add a banner or pop-up explaining the rebrand.
Packaging: Include notes or stickers on your products about the upcoming change.

Pro Tip: Tailor your message for each platform while keeping the core announcement consistent.

Step 5: Transition Gradually

Avoid confusing your audience by phasing in your new branding over time.

Tips for a Smooth Transition:

Dual Branding: Use phrases like “formerly [old name]” alongside your new name for a few months.
Update Key Platforms First: Roll out changes to your website and social media before updating packaging or physical signage.
Set a Clear Timeline: Let customers know when the transition will be complete.

Example:“For the next few months, you’ll see both [old name] and [new name] as we update our branding. We appreciate your support during this exciting transition!”

Step 6: Celebrate Your Rebrand

Treat your rebrand as a relaunch and create excitement around the big reveal.

Ideas to Celebrate:

Host a Launch Event: Throw a virtual or in-person party to showcase your new brand.
Offer Special Promotions: Celebrate with discounts, giveaways, or limited-edition products.
Share Your Story: Post about the journey behind your rebrand to connect with your audience.

Example:“To celebrate our rebrand, we’re offering 20% off all orders this weekend! Use code

NEWLOOK20 at checkout.”

Step 7: Address Questions and Feedback

Some customers may have questions about the rebrand or concerns about the changes. Be proactive in addressing them to maintain trust.

How to Handle Feedback:

Create an FAQ: Address common questions, such as “Why are you rebranding?” or “Will your products change?”
Respond Promptly: Engage with comments, messages, or emails to reassure customers.
Stay Positive: Focus on the benefits of the rebrand in all your responses.

Examples of Successful Rebrand Announcements

Airbnb: When Airbnb updated its logo and branding, they shared a detailed blog post explaining the inspiration behind the changes, which reinforced their commitment to community and belonging.
Dunkin’ (formerly Dunkin’ Donuts): Their rebrand announcement emphasized simplicity and a focus on beverages, making the transition easy for loyal customers.
Etsy (formerly GetCrafty): Etsy’s rebrand showcased a new name that better reflected their creative and handmade marketplace.

Key Takeaways for Announcing Your Rebrand

Communicate Clearly: Be transparent about what’s changing and why.
Engage Your Audience: Involve your customers to build excitement and loyalty.
Use Multiple Channels: Announce the rebrand across email, social media, and your website.
Celebrate the Change: Make the rebrand feel like an exciting new chapter for your business.
Address Concerns: Be ready to answer questions and reassure customers about the transition.

Summary: Share Your Rebrand With Confidence

Announcing a rebrand is an opportunity to strengthen your connection with your audience and showcase your business’s growth. By being transparent, engaging your customers, and celebrating the change, you can ensure a smooth transition that excites your audience and reinforces their loyalty.

A successful rebrand isn’t just about a new name or logo—it’s about telling your story and inviting your customers to be part of your next chapter.