Once you’ve gone through the painstaking process of creating a brand, it’s time to launch. While there’s no right or wrong way to launch your brand, there are definitely some things you’ll want to keep in mind. Here are some ways to make your brand’s first impression memorable and successful.
Planning, Planning & More Planning
When it comes to launching a brand, pre-structured strategies will be your best friend. There are so many things to think about, so we advise starting the planning process far in advance. In the planning stages, it’s important to consider how this brand launch will impact your customers and the marketplace. How will your mission statement benefit them? More importantly, how will you convey this message?
The key here is to eliminate any room for confusion. You want people to see your brand and immediately understand what the company does and why.
Set Clear Goals
Goal setting is commonplace across all industries and will be the backbone of your brand launch. Just as not every business is the same, your goals may differ to those of your competitors. That being said, the majority of branding goals fall under the following categories:
- Raising awareness
- Building a strong brand identity
- Strengthening brand reputation
During the brand development process, you will have considered your target audience. This is a great first step. In order to ensure a successful brand launch, this audience will need to be broken down into different key segments. For example, younger people are known for being more willing to adopt new technologies, brands and other enterprises. Whereas older generations may take longer to accept these new changes. As a result, you may look to target different segments as your brand grows.
In addition to your target market, you will also want to look at other key audiences that will influence the success of your brand. For example, employees, stakeholders, investors, strategic partners and media outlets. Depending on your brand, you may want to create individualized introduction experiences for each of these groups. If you are a high-fashion retailer, hosting a private store launch for your elite clientele and investors is a great way to build rapport.
Marketing Communications Strategy
So you know who you are targeting, now comes the how. Developing an influential marketing communications strategy is the key to gaining brand exposure. It is crucial that you understand the ways your audience absorb information and the best way they can be reached. The constant evolution of technology has transformed the way marketers carry out their roles. Integrated Marketing Communications is now the way forward. In other words, all of your marketing efforts should be connected.
Social Media strategy will also come into play here and should work in unison with your communications objectives. Carefully planned email campaigns should coincide with posts on your brand’s social media platforms. Additionally, you may look into getting articles placed in various publications relevant to your brand.
In the months leading up to your brand launch, it is crucial to ensure future consistency across all platforms. Regardless of where the consumer is looking, they should be met with the same branding materials. For example, your website, Facebook header, email signature, business cards and everything in between should present a single, consistent brand identity.
For more information on the importance of consistency in branding, take a look at this article.
Hopefully, this article has provided useful insights to help launch your brand. If you have any questions, feel free to get in touch. We’d be happy to work with you to develop a specialised branding plan for your business.