You’ve worked hard day and night, a cup of coffee first thing in the morning and last thing before you’re seated at your desk again at night. You have conceived the vision, planned for it, sent out proposals, dealt with rejections, and celebrated the “we think it’s an interesting offer, we would like to give it a try” replies. It is finally D-Day, the brand you have groomed and nurtured the way a pregnant woman dotes on her unborn baby is finally ready for the rest of the world to see. In addition to praying that everything goes as planned, here are a few key things you have to do while preparing for a brand launch to ensure that it is successful.
5 Important Steps to Follow When Building a Brand
1. Conduct a Detailed Market Survey
Before taking significant steps toward building your brand, you should conduct a market survey to know how the brand you envision will fare in the market. Is the service you’d like to render or product you plan to create in demand? Which other people are in the same niche? How are your prospective competitors faring? How do they attract clients? What will it cost you to start up this brand? Will you be able to take back the capital in your first year? These questions will help you deduce if the vision you have is worth building a brand for and if you are ready for the responsibility of managing a brand. A market survey will help you answer these questions effectively.
2. Brainstorm on Your USP
USP stands for Unique Selling Proposition. It is the special trait that your brand will have to make it stand out. Before you start the process of building a brand, you need to think critically about what you want to offer. What gives your brand an edge over its competitors who are already dominating the market? Why would clients say yes to you amidst a ton of other reputable brands in your niche? Your USP will answer all these questions, so take your time to brainstorm it and make it as special as possible.
PS: It could be something no one in your niche has ever tried before, like the brand that sells scented candles molded to resemble ready-to-eat meals. There is no limit to what your mind can fathom, get creative!
3. Choose a Unique Brand Name that Sells your Identity Clearly
Every brand needs a name to go by. That should be the very next thing you brainstorm on after your USP because everything about your brand from henceforth will bear the name. Choose a name that relates to what you do and the services you render. However, it doesn’t have to be something as generic as “Quality Hairs Superstore”, you can play around with words and come up with something more unique and authentic. Remember, the most successful brands have beautifully creative names (think Nike or Amazon) which can still be traced back to what they offer.
4. Build a Team of Likeminded People
They say together everyone achieves more, and it is especially true when it comes to building a brand. Share your vision with relevant members of your network and get the copywriter, brand strategist, and everyone else you need to succeed on board with it. Send those proposals, request partnerships, and seek collaboration opportunities to grow your brand. The vision might have been birthed in only your mind, but you will need a team of like-minded people to actualize it.
5. Establish a Connection with your Target Audience
What keeps the most successful brands in first place on the ranking, is the loyalty they have from their customers. That loyalty is based on an emotional connection that has been established. Use colors and sounds in your marketing that can evoke relatable emotions in the heart of your audience. With consistency, your audience will start to connect a particular color combination, sound, or slogan with you regardless of where they see or hear it.
6. Showcase your Brand Identity with every Action you Take
After identifying your unique selling proposition and choosing a creative name, your brand has essentially gotten its identity. The next step is to broadcast that via every point of contact you have with potential clients. Your advertisement campaigns, networking, and even social media engagements should reflect the identity you have built so far. A good brand starts building integrity even before the launch.
7. Consistently Deliver Value
You may have already heard the phrase, “under-promise and over-deliver” being celebrated as the most effective way to reel in customers. However, this may not work out so well for upcoming brands that do not already have an existing clientele. When introducing your brand to the consumer market, focus on consistently delivering value. As you show up to events and the online community to showcase your brand identity, aim to bring your A-game each time.
How to Prepare for a Brand Launch
1. Craft a Communication Strategy
The very first step in preparing for an upcoming brand launch is to communicate to the right people. Choose the perfect platform where your niche thrives and your target audience is saturated, and leverage it to build anticipation for your launch. Determine how much you want people to know about the brand beforehand, and how you want them to know it. A popular style used in recent times is a countdown that shares a fact about the brand for each day that passes by.
2. Synchronize with the rest of your Team
When preparing to launch a brand, every foundation team member must be on board with the idea. All experts and employees who have worked tirelessly to see the brand become a reality since conception should agree that it is ready for launch. During the planning, it will be helpful to get insight on activities to include in the brand launch from pre-existing employees. Launch your brand internally first before externally.
3. Plot your Story
Every brand has a story, and the brand launch is the perfect time to share it with your audience for the first time. Of course, as the brand thrives and expands, so does the story and you will keep telling it to your audience. You want to ponder on what story to share on the day of the brand launch and how you want to tell it. What inspired the birth of the brand? What is the mission of the brand? Are you going to share the story using visuals in your marketing campaign, via advertisement jingles, or on your sales page on your website? A compelling and relatable story will make your brand memorable, years after your launch.
4. Draft a Brand Launch Calendar of Events
Everybody knows that scheduling is a key way to promote time management and productivity. Creating a calendar that shows the timeline of events relevant to the preparation for the launch, will keep you in check and help you get things done on time.
5. Build Brand Identity
This is where you decide on the tone, personality, and visual identity your brand will be known for. Logos, slogans, color combinations, and mockups are all elements of your brand identity. Your logo and slogan especially will appear everywhere your brand does.
6. Deal with all the Paperwork
Paperwork in this context refers to everything that will help your brand be made visible. Create your website, social media platforms, e-mail templates, and so on, in preparation for the upcoming brand launch. The literal paperwork like complimentary cards, brochures, and contracts that need signatures appended on them, are also important.
7. Run a Quick Preview by your Stakeholders and the rest of your Brand’s Top Priority Audience
While building your brand, you may have sent proposals and prepared offers for collaboration with prospects, as you prepare for the brand launch, remember to reach out to them with a preview of what to expect. A virtual via zoom, a webinar, or a google meet luncheon will be great to host the preview. Your stakeholders might have suggestions on areas of improvement before the launch when they see the preview, ask for feedback after the mock brand launch, and effect the changes cited.
8. Book all Relevant Appointments for the Event months before time.
After the preview, the next thing is the official brand launch. Especially if you will be having the launch as a physical event, reach out to the interior decorator, events planner, and others months before to avoid last-minute anxiety and have time to come up with a Plan B if anything flops. Also draft your newsletters, brand launch video content, fliers, and press release ahead of time to ensure better organization.
A brand launch isn’t only for fresh start-ups, an already thriving company or organization can also throw one after rebranding. Whatever it is, these guidelines aim to give you the best experience ever. I hope they help to make your launch a success!