Rebranding can be treated as almost a non-event, disclosed only to employees (perhaps with a paragraph in an employee publication), with a narrative probably stressing its technical or functional purposes.Low visibility
Acknowledge the rebranding to insider audiences, via memo or equivalent; narrative may focus on improved functionality.Memo
Acknowledge the rebranding event to key audiences (employees, investors, customers) with targeted communications, usually focused on the strategic business significance of the rebranding.
Rebranding launched with a sense of importance via well designed insider communications, and possibly full-page newspaper ads to customers and investors as well as employees. Narrative focuses on strategic intent.Launch event
Dramatise the rebranding by staging a significant corporate watershed (example: worldwide closed circuit TV event for all employees). Or launch a broader institutional image advertising campaign in which the rebranding is exposed, and possibly featured.High visibility
The rebranding kicks off sustained corporate image advertising. There may also be staged event(s) for employees. Narrative probably focuses on institutional change, rather than rebranding.