3! 2! 1! We have Brand launch! You only get one chance to make a first impression, the old adage says.
Well, that’s not strictly true, but it can get very expensive if you don’t put some solid planning into it. Before you go ahead and host a high-impact launch that has a very short 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 what they value, especially when you are the challenger brand.
Your brand launch needs to happen in two very seperate phases: first an internal phase and then an external phase. Only after your team is on board and every customer touch point is in alignment and ready to deliver on your newly aligned brand promise are you ready to take your brand out int he big wide world and start delivering that promise to your future target market.
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 full 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 wider work force from the get go. Meaning it’s no great surprise they hear about in a company newsletter. rather 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 newly 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 major 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 Brand launch company-wide
By taking the time to get company wide involvement in the brand alignment process, explaining why you’re branding, rebranding, or realigning your brand and how your efforts link to your business’s vision and goals, you preempt internal resistance and kick-start the process of creating a team of brand champions for your new brand.
Your internal brand launch should be both an education process and a company rally.
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 industry arena. Make sure advertising is presenting your brand and the promise it makes, inline with the products and/or 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, are able to get maximum return on their brand launch.
We guide you through the following steps:
• Audience needs, wants, 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 impact
• Launch plan with timings
A professional brand launch plan will let you confidently focus on the moving parts that contribute to you achieving greater business strategy.
What are the benefits of launching a brand correctly?
If you start off well whn launching your brand, you are building a history of authenticity right from the get go. Customers have an indelible impression of you that won’t require expensive re-scripting.
Consistent communication of your brand through all touch-points will give your target market a clear, strong, image of your purpose and your products.
That is something well worth getting right the first time.