Launching a new brand requires investment. And many companies are impatient to see it finally happen. But defining the structured approach and the problem are easier to manage when having a reliable branding team by your side.
First, let’s see how can you launch your own brand and what are the steps to introduce your brand to the market.
So, what are the steps to launch a brand?
First, a brand launch is the strategic process of developing and introducing a brand to the market. It involves either creating a new brand around an entirely new business model or rebranding an existing business.
It is the process of thinking about the problem your brand is aiming to solve.
Here are four essential steps to launch a brand, along with additional smaller steps.
Begin your launch timeline about four to six months before your expected brand launch date. Of course, this depends on your project scope.
Aim to understand what you want to do with your product for this stage and how to help your target audience.
Brand launch acts as a bridge between product, sales, and marketing operations.
Defining your brand is crucial prior to a brand launch — from creating your brand assets to your communication materials for your website and your marketing road map.
It is also the process of developing a solid brand message, clear business goals, and how your business shows up among your competitors.
A brand is a living, dynamic entity that requires continual improvement to thrive.
Launching a brand requires:
- deep consumer insight
- careful planning
- strategic brand execution
- brand tracking
When it comes to rebranding, relaunching a new brand requires the same. But the main aim is to reinforce past brand associations or establish new ones.
Leveraging brand's existing design language or new one requires careful steps.
Now, here is the pre-launch, launch and post-launch checklist.
1. Ideation and concept
Have a well-articulated explanation for your brand.
You must define your brand's value, importance and unique selling proposition. And invest a coordinated effort to make your brand known to the target audience and establish a positive perception.
Here is how:
- Develop a compelling brand story that differentiates from your competition.
- Tailor your brand messaging and positioning to appeal to the needs of those who will be using your services.
- Find the channels that align most with your brand value and that provide the most exposure to your desired audience.
This way, you can unlock revenue potential and move your customers into action with impactful visual brand identity.
2. Timeline and KPIs
It may seem counterintuitive not to think about dates until final steps.
So, you need to develop a well-planned brand launch calendar right from the start with your branding team.
Creating a calendar makes it much easier by allowing your design team to work with realistic timelines.
You must develop your brand launch strategy and divide it into monthly tasks.
Here is how:
So, your band launch strategy and timeline involve many brainstorming sessions to create brand assets, successfully launch your brand, and measure success afterward.
You must carefully communicate with your branding team around each milestone. Determine your brand's positioning and key performance indicators (KPIs) to measure progress. You can always capitalise on email marketing.
Every time you have a video call with the branding team, it should give you the confidence that you're heading in the right direction.
3. Feedback and testing
To let your team craft digital experiences where brand value meets ROI, you must provide clear feedback.
Provide your team with feedback during the branding process. Feedback can drastically improve all the project stages and end results.
Innovative brand launches create urgency, excitement and sustained business growth.
Without actionable feedback, you'll likely give another round of feedback and change requests that neither you nor the designers want.
Any opportunity to provide real-time feedback will help your brand design team improve their work.
In the same time, they can test the working progress during the whole process.
4. Brand-launch and tracking
Put together a brand-launch timeline.
A post-launch calendar helps you stay organized and clearly visualize your marketing plan.
Your timeline should cover the following:
- creative assets
- promotional channels
- target destinations for consumers
- paid campaign activations
So, how do you plan a brand launch event?
It’s important to clarify your goals before you shape every aspect of your brand launch planning. Are you looking to attract media attention, or build a network of potential partners?
When it comes to digital brands, use a multi-channel approach to reach your target audience, such as:
- Social media: Share event updates, and promotional material on platforms like LinkedIn, Twitter (or Facebook).
- Email marketing: Send invitations and event updates to your contact list.
- Outreach campaigns: Engage potential customers, or exploring new market opportunities through outreach campaigns.
Remember to track your promotional efforts and adjust your strategy as needed to maximize results.
Next, utilize brand tracking to monitor, measure, and optimize your branding goals.
Brand tracking continuously measures your brand performance. In other words, brand tracking analyses how your consumers buy and use your products.
Evaluate the success of your brand launch strategy by analyzing key metrics and performance indicators.
There are various analytics and targeting tools that Webflow supports.
You can gather thousands of data points from multiple sources and combine them with analytics to uncover trends and forward-looking insights.
Therefore, you need to identify areas of strength and areas for improvement, and adjust your campaign measurement accordingly.
And what they feel about your brand.
Good brand tracking will highlight which brand initiatives work well.
Semrush is another go-to brand monitoring app.
Conclusion
For all the time and energy it takes to develop a successful brand launch campaign, it should be carefully executed for maximum impact.
Too often, though, companies are in too big a rush to unveil their new brand, or simply out of energy to do it right.
Begin planning your unique brand launch in the earliest project stages. Work closely with your branding agency to ensure all the pieces are in place for your brand launch.
With these proven steps, you can embark on your brand launch journey with confidence and clarity.
Let's revise them again:
1 month (time for brainstorming sessions):
- set clear brand objectives
- clarify your target audience
- ensure you’re financially prepared
2 month (create your brand assets):
- conduct brand equity research
- uncover your strong brand assets
- determine the optimal times for project execution
3 month (launch your brand)
- prepare your content campaign
- create your launch plan
- launch your brand
4 month (measure your success)
- track your progress
- gather customer feedback through surveys
- revise your branded strategy
At Nube, we're here to support you every step of the way, from strategic planning to brand launch execution.
