It’s an exciting time and one that can re-energize your entire organization. The most effective way to launch a new brand is with creativity and continuity. You have to cut through the clutter but you must also have all the elements of a brand launch working as one. Here are some practical tips to help you launch your brand to new heights.
Stick with one message
As you prepare to launch your updated brand, make sure that the singular brand message and image you plan to convey shines through in all your tactics. You probably don’t have the budget to fragment your messages. Be clear, consistent and focused.
Plan on a launch date and stick with it
A brand launch is often predicated on the design and development of Phase 1 brand-critical materials which include things like your stationery, website and signage. As you get closer to having your brand critical materials completed, pick a date a few weeks out to give you some cushion and then stick with your official launch date. Having a firm date makes things happen!
Don’t jump the gun
There is always an urge to show your new brand to the world as soon as possible. You want to use your new business cards or send out an e-mail to clients and prospects with your new logo signature. Be patient. The most effective rebranding launch is when you deploy a well planned arsenal of tactics all at once – from publicity and social media to digital and traditional advertising. You want as much impact as possible when you hit the launch button.
Get your own staff on board first
You will probably have multiple audiences to target as you launch your new brand. Still the most important audience is your own internal team. It is crucial that your staff are totally up to speed on the new brand. You should have an internal brand launch event highlighting the key aspects of the rebranding and follow up with your team via e-mail with more granular details. Your staff are your brand ambassadors and they need to be on board and “on brand” before you showcase your new brand far and wide.
Develop a workable plan and flowchart
It is crucial to put all your marketing tactics for both the launch and the next 12 months into a concise plan and flowchart. But make sure your tactics are part of an approved budget and can be realistically executed. We have seen many plans that look great on paper, but fall short over time due to budget and staffing limitations. Develop a plan of action that is impactful, obtainable and can sustain itself over the next year. Come out of the gate strong and outline key dates and responsibilities to keep the momentum going.
KEY TAKEAWAY
A brand launch is a big-time initiative. You have invested a lot of time into getting your brand strategy and image to be distinct. Now make an impact with a well coordinated and integrated brand launch. It can open up a world of opportunities.
