Launching a new brand is an exciting experience, but it is no small feat—an effective brand launch requires extensive planning and strategizing for maximum impact and long-term success. Having a strong brand launch strategy will reel in new consumers, set the foundation for lasting relationships, and help you sustain momentum post-launch.
You may launch a new brand if your current brand is stagnant, you’re entering a new market, you’re rebranding, or you’re hitting the market for the first time. In any case, it’s important that your brand launch targets a specific audience and takes strategic steps to resonate with them. When exploring how to launch a new brand, there are five key factors you should consider so you can maximize your success.
When launching a new brand, it’s crucial to make a lasting impact on the consumers who attend your event or brand activation so that they develop a positive impression of your brand and keep coming back for your services in the future. As you seek to make a big splash in the market, keep the following strategies top of mind.
To get others excited about your brand, you must understand the fundamentals of your brand and what it’s about. Firmly defining your brand makes it easier for you to present it to the consumers who are most likely to interact with it.
To accurately define your brand, you should take the following steps:
Establishing your brand identity includes defining brand elements such as your logo, brand colors, and brand messaging. You should create these elements with your brand values in mind, considering how you want to present your brand and what impression you want your consumers to get from their first interactions with you.
Storytelling is a unique way to connect with consumers, build relationships, and make your brand memorable. Crafting a compelling brand story will humanize your brand and offer an emotional engagement opportunity for consumers to relate to you, all while making your brand stand out from the rest. Pairing your brand story with your launch will help you maximize your momentum.
A strong brand story contains the following elements:
By speaking to each of these elements in your brand story, you highlight what makes your brand unique. Hearing your brand story should guide consumers in choosing to buy from your brand instead of just any other in the market.
Research shows that as much as 72% of consumer interactions are now digital, it’s essential for brands to have a firm online presence to be successful—for maximum impact in a brand launch, online channels are especially crucial.
An online presence gives your brand credibility and provides context for who you are, while giving you an opportunity to share new content about your brand and what you have to offer. It also provides a strong touchpoint for both new and existing consumers to interact with you when they need support or want to learn more.
As you establish your online presence, it’s important to take all the following steps:
Whether you are conducting a product launch or a full new brand launch, building anticipation is key to getting the momentum rolling. Finding ways to build anticipation and create a conversation around your launch will help you reel in consumers and have them waiting to see what you have to offer on launch day.
Some ways you can generate buzz and hype up the conversation about your brand launch include:
Dollar Shave Club is a brand that exemplifies generating positive buzz. The brand utilized social media to build campaigns that got people talking. The most popular Dollar Shave Club campaign involved a funny, unexpected YouTube video featuring the memorable tagline, “Our blades are f***ing great.”
The video went viral and resonated with the brand’s target audience, leading to 12,000 new subscribers. The brand was able to capitalize off this buzz with their reliable and unique service offering to become a major player in the razor market today.
A creative launch event is a great way to get consumers engaged in your new brand and your product offerings. Planning an engaging brand activation will set the foundation for a lasting consumer relationship.
Examples of creative launch events can include interactive pop-up experience launches where consumers can try and interact with your product, social media contests, or other live events. When done right, these events have the potential to plant a positive experience with your brand in the memory of your consumers.
When planning your formal launch event, you should do the following:
On top of the above tips, be sure to give yourself plenty of time for your launch event. Setting your event about two months away will generally allow you to begin preparation, strategize for the event, and effectively promote.
Sustaining success doesn’t stop at launch. In fact, having a strategy for leveraging the excitement of the event going forward is crucial for building positive growth.
Some strategies for sustaining your launch momentum include:
Altogether, the key to lasting success is consistently learning from your efforts and listening to your audience so you can refine your efforts for maximum impact.
Successfully launching a new brand requires careful strategy and planning grounded in a firm understanding of your brand identity. Once you have your brand launch strategy solidified, you can begin the outreach of generating buzzworthy teaser campaigns and planning your formal launch event. Building momentum before and after your launch will be key to developing and maintaining an audience.
At PETERMAYER, we help brands build an identity that is true to their values and speaks to the audience they want to target. Then, we help bring that identity and value to its consumers, building relationships. After launching our own rebrand, we have plenty to say about how to handle the process correctly and what pitfalls to avoid. As we help you establish your new brand in the market, we’ll help you unlock the inherent joy that exists in your brand and build relationships with this joy as the centerpiece.
Contact our team at PETERMAYER to learn more about what we do and how we can help you launch a new, memorable brand.
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