Establishing credibility and articulating your market niche is vital when launching a brand. How can you make a great first impression?
3! 2! 1! We have a Brand launch! The adage says that you only get one chance to make a first impression.
Well, that’s not strictly true, but it can get costly if you don’t put some solid planning into it. Before you go ahead and host a high-impact launch that has a concise term effect, consider getting someone else to brainstorm the big picture with. If you plan it right, you can create a strong impression and mobilise your target market in the short and long term.
How do I succesfully launch a brand?
Carrying out a successful brand launch isn’t just about having a big marketing budget or working with top influencers; it’s also about knowing your audience and their value, especially when you are the challenger brand.
Your brand launch needs to happen in two very separate phases: first an internal phase and then an external phase. Only after your team is on board, every customer touchpoint is aligned and ready to deliver on your newly aligned brand promise are you prepared to take your brand out into the big wide world; to start delivering that brand promise.
Start by launching internally.
Even your internal launch needs to occur in two phases: the first one for senior management and the second one for your entire employee team. This sequence is important because you need to get all executives firmly on board before you start rallying the wider workforce. Our brand alignment process starts to include the broader workforce from the get-go. Meaning it’s no great surprise they hear about in a company newsletter. Instead, they are already ready for change and, more importantly, already have a level of ownership of the newly aligned brand. If you don’t have internal support for your freshly aligned brand, then you can take a giant backslide when launching your brand.
Get your management onside.
Your upper-level team have been engaged in the brand alignment process, so you don’t need to unveil your new or realigned brand to this group as they have been the significant stakeholders in the process. Instead, use the internal launch as your chance to bring your brand into focus and build momentum for the launch.
Then launch company-wide.
Taking the time to get company-wide involvement in the process explains why you’re aligning your brand to your business’s vision and goals. You are also preempting internal resistance and kick-starting the process of creating brand champions for your new brand.
Now you’re ready to introduce your brand to the wide world in which it will live.
If you serve a particular industry, consider timing your launch around a major conference or trade show. If you serve a local market, coincide your launch with an annual economic development conference, regional business fair, or some other event that brings regional leaders and media together in one place.
Launch a public-relations program to carry your brand message into your community, market area, and industrial arena. Make sure advertising presents your brand and the promise it makes, in line with the products and services you offer when launching your brand.
What is the best type of Brand Launch?
The best way to introduce your brand to your future customers is one that suits your brand and helps you connect and build a relationship like Fogo with your target audience.
We find brands that stay true to their purpose, values and vision and can communicate their story in a way that evokes connection and understanding can get maximum return on their brand launch.
We guide you through the following steps:
• Audience needs to want fears and goals.
• Competitors or current sources that fill this gap.
• Decision-makers, Influencers, Blockers
• Communications plan
• Call to actions, secondary and tertiary touch-points
• Database capture
• Budget & ROI
• Segmentation and targeting to minimise risk
• Creative execution to maximise the impact
• Launch plan with timings
A professional brand launch plan will let you confidently focus on the moving parts that contribute to achieving a more effective business strategy.
What are the benefits of launching a brand correctly?
If you start well when launching your brand, you build a history of authenticity right from the get-go. Customers have an indelible impression of you that won’t require expensive re-scripting.
Consistent brand communication through all touch-points will give your target market a clear, strong image of your purpose and products.
That is something well worth getting right the first time.