Guide To Running A Business

4. How to Successfully Launch Your Brand

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Running A Business

How to Successfully Launch Your Brand

Mar 17, 2023 • 7 min read
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      There are a number of steps involved in launching a new brand. In order to do it successfully, you’ll want to think through the various aspects well ahead of your actual launch date and be intentional and strategic in your efforts. 

      Below we’ve broken down some of the key action steps involved in preparing for a brand launch that will be impactful and productive, and help kickstart the future success of your brand. Be sure to take your time with this process, as a brand launch should be executed properly for maximum short-term and long-term impact.

      1. Define your brand’s purpose, values, and mission.

      First, you’ll want to start by clearly defining your brand’s purpose, values, and mission. This includes identifying who your target audience is and how your brand will engage with that audience. To do this, you will want to clarify what your brand stands for, its unique value proposition, and the ways in which your brand will benefit your target audience. In terms of identifying your target audience, you may want to create detailed buyer personas that represent your ideal customers. These personas should include their age, gender, location and interests, as well as their pain points and motivations. 

      Your brand’s mission should reflect what you want to achieve and why your brand exists. Your mission statement should be concise, inspiring, and encapsulate the essence of your brand. 

      An example of a brand mission statement which fully and concisely encapsulates its brand is that of outdoor clothing and gear company Patagonia: “To build the best product, cause no unnecessary harm, use business to inspire, and implement solutions to the environmental crises.” 

      Their mission statement reflects their commitment to producing high-quality outdoor clothing and gear, while also working to minimize the environmental impact of their business operations. 

      It’s important to craft a brand voice that will reflect your brand’s personality and resonate with your target audience, including your brand’s tone, language, and messaging. You’ll want to be consistent with your messaging in all marketing and communication channels. You’ll also want to develop a visual identity for your brand that reflects its personality, values, and unique selling proposition.

      2. Conduct market research.

      Ahead of launching your brand, you will want to conduct significant market research. Identify your target audience’s needs, preferences, and behaviors. You’ll also want to gather insights on your competitors and the overall market for your products or services. 

      Start by identifying your direct and indirect competitors. Look at companies offering similar products or services to yours, and consider their size, market share, and target audience. Take note of their value proposition, messaging, and customer experience. Study their social media presence, as well as review their customer feedback on social media, websites, and forums. 

      This will assist you in gaining insight on what customers like and dislike about your competitors and what they’re looking for in a brand. By conducting a thorough competitor analysis, you can gain valuable insights into your market, develop a strategy to set you apart from your competitors, and set the stage for a truly successful launch.

      3. Develop an impactful and unique brand identity.

      Create a brand name, logo, tagline, color scheme, and messaging to reflect your brand’s personality and resonate with your target audience. You’ll also want to develop a brand story that reflects your brand’s mission, purpose, and values. Then, you can use your messaging and marketing materials to communicate your brand story. It’s important to establish a unique brand voice that is consistent across all touchpoints, including your website, social media, advertising, and customer interactions.

      4. Develop a launch plan.

      Create a detailed timeline for your brand’s launch—including events, product releases, and promotional activities. This can include potentially collaborating with influencers and/or brand ambassadors to increase the visibility and credibility of your brand. Hosting an event to introduce your brand to your target audience, customers, and partners can also be a critical part of your launch. For a successful launch, it’s best to set clear goals and timelines and to budget for these releases and events.

      5. Launch internally

      It’s important that everyone on your team grasps your brand and how to effectively articulate it before it’s introduced to your customer base. You’ll want to ensure all stakeholders are on the same page, so that your brand’s messaging is introduced clearly, cohesively, and effectively.  

      6. Launch externally

      With all elements in place, it’s time to present your brand to your target audience. You’ve taken all the preliminary steps to ensure your new brand is on point, and now it’s time to execute. 

      You’ll want to generate buzz and excitement around your brand by using social media, influencer marketing, content marketing, and other promotional tactics. Launch your brand on the planned launch date and use your launch plan to execute your marketing and communication strategies. If you’ve done your preparations and gone through steps one through five, then it should be a success. But of course, the process doesn’t end there.

      7. Gather market feedback.

      This is the time to gather feedback from your target audience, customers, and partners to identify areas for improvement and make necessary adjustments. There are a number of ways to get market feedback. These include:

      • Conducting surveys,
      • Using focus groups
      • Monitoring social media to track customer sentiment
      • Using customer feedback forms
      • Observing customers as they use your products and services
      • Analyzing customer data to gain valuable insights into customer behavior and preferences. 

      Building customer loyalty is key to your brand’s ongoing success. To learn more, take a look at our article on building customer loyalty.  

      After the successful launch of your brand, it’s important to rigorously monitor and measure success. You’ll want to continually track and analyze the performance of your brand launch and make data-driven decisions to optimize your strategy and drive growth, making adjustments along the way as necessary.

      About the author
      Scott Mullens

      Scott started the company Equip, Inc. which he grew for 20 years before selling it in 2022. His background is in business development and sales, marketing and copywriting, new product ideation and small business turnaround. He graduated from the University of Colorado at Boulder with a BA in English.

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