Have you ever noticed that the world’s best brands don’t reposition every couple of years, they evolve. Just like the people they serve, businesses evolve as they learn more about their market and their supply chain. Values evolve, too. Rather than just being an efficient supplier of something, your brand might have pivoted to being about craftsmanship, or sustainability, or becoming bespoke.
Recalibrating a brand can deliver significant strategic gains. By corralling the people who represent your brand, who are living and working in your business, you are able to access new found enthusiasm, as well as an authentic roll out of your new brand or product launch.
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Where do I start with planning an internal launch strategy?
We have decades of experience in launching brands and we know that successful implementation hinges on internal advocacy. We establish a platform for open dialogue and regular checkpoints so that the entire brand team has visibility into the strategy, implementation and practical application. Here is our recommended top-line process.
• Identify key stakeholders
• Consult with them about the draft plan for the brand
• Discuss interactions across the various touch-points
• Talk about both the limits of and flexibility within the new brand
• Engage them with a practical exercise to develop knowledge and confidence
• Accept their feedback and improve the brand
• Give tools and resources
• Empower them as internal and external advocates
• Launch the brand
• Review & refine 30, 90 and 270 days after the launch
What is the best type of internal launch strategy?
The best type of internal launch takes into account the perceptions and experiences of your internal staff, collaborates with them and empowers them to live the brand that you have jointly created.
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What are the benefits of planning an internal launch strategy?
People buy why you do things and what you believe. If your internal team isn’t on board, then you can come across as being inauthentic or with a weak message.
If you engage in an internal launch, you will mobilise internal advocates that will represent the shared beliefs of themselves, your brand and your customers, delivering you more effective and lasting wins.