Faced with the enormous amount of information to which citizens are subjected, brands struggle in a rough sea in search of a moment of our attention. Brands that are already part of our imagination are facing others that are trying to gain their own space. That’s why defining a brand launch strategy that connects with customers before, during, and after has never been more relevant.

In this complex environment, once we have built a brand, we already have its positioning, its identity and its personality, the most important step is focused on the launch strategy. It doesn’t matter if it’s the launch of a new product or service or a repositioning, we won’t really have a brand until customers make it their own.

It will be just the beginning of a great journey and, like any principle, it is especially critical to achieve the success of the business, in this case through the brand. It will bring together different disciplines and must be perfectly coordinated in a common double objective: to publicise the brand’s value proposition and to gain interest in it.

7 Steps to Launching a Brand

Achieving a successful brand launch involves at least these 7 steps:

1. Plan ahead

Impatience is a great enemy in any brand launch. After months of development, it is not at all appropriate to launch into the market without adequate prior planning. Don’t wait until the last minute, start early. Good planning can help you reconnect with existing customers or better understand new ones. As O. Wilde said “there is never a second chance for a good first impression”, make sure you take advantage of it.

2. Identify your audience

This is a relevant step on the road to launch. Studying your audience will make it easier to figure out the best way to attract their attention effectively. Be sure to identify all audiences, both internal and external, and prioritize them according to their importance to the brand. Determine which ones may require more personalized treatment.

3. Discover touchpoints

The number of different ways in which the audience comes into contact with the brand makes it really necessary to carry out an audit of the points of contact: corporate material, website, sales material, packaging, signage, vehicles, uniforms, as well as all those internal and external communication materials… More than from a logistical perspective, carrying out a Customer Journey Map for each of the stakeholders can be of great help to avoid unwanted surprises.

4. Balance goals with investment

Setting specific goals is the best way to assess specific financial support needs at the same time. You can classify them by milestones achieved, short, medium or long term. This is important because it’s not a good idea to measure success only at the end of the journey, but at each stage throughout the launch.

5. Design a communication plan

Once the audience has been identified, the points of contact have been discovered, the objectives have been defined and the investment has been limited, it is time to cross-reference the information and design a multi-stakeholder Communication Plan. Segment your audience so that you can target each profile in the most timely way. The Plan will draw up a timeline in which, having also identified the appropriate responsible parties, the actions and deliverables to be carried out at all times will appear.

6. Create Your Story

The Communication Plan needs content. Based on your brand strategy and according to your personality, create some key messages that can then be declined to different audiences and according to the different media. This will ensure consistency in messaging and the creation of brand value. Think about building a story for the brand, but always under the parameters of authenticity and transparency.

7. Start Inside

It is crucial to start the launch of the brand from within the Company. Employees are the first ambassadors of the brand and in order for them to feel the brand as their own, they must be the first focus of attention at the launch. Only if they understand the true meaning of the new brand will they be able to make it their own and proudly tell that they are part of this story. The internal launch itself can include different techniques, beyond mere communication, think that the brand experience is also fundamental in this area.

 

It is necessary to pay special attention to each of these points to ensure that the launch is a success that at least guarantees what is expected. At the same time, it could include some other recommendation, such as arousing previous interest in the new brand through “teasers” and even “advance sales” if the product category allows it. But the most important thing is, without a doubt, that the launch strategy is not treated as something isolated but as part of something bigger: the creation of a new brand.

 

Carlos Puig Falcó

President of Branward®

Photos: Shutterstock


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