9 Do's and Don’ts for Launching a Brand
Launching or relaunching a brand is disruptive and you only get one shot at success. Brands that are truly memorable (in a good way) do not happen by mistake. They come about via creative entrepreneurs who seek to solve a problem or fill a need.
When a brand or product is unique enough, it will make waves, and that’s a good thing. Therefore, it’s not a surprise that launching a new or revamped brand can be challenging.
In fact, for most organizations, it’s a daunting task. Preparation and planning are key, and knowing some essential “Dos and Don’ts” can help you make the most of your brand launch.
DO: Understand and communicate the vision
Before you can build a brand, you need buy-in on the vision from the highest ranks. Beyond your products or identity, your company vision should provide the “why” around your company’s existence. Once you have the vision and understand what it means, properly communicating that vision – internally and externally – is key.
DO: Research Other Brands
There’s a book called “Steal Like an Artist,” and the book's premise is that most artists draw inspiration from other artists. In short, look to other brands for inspiration, but avoid copying.
Ask the right questions, such as:
How do other brands talk about their products or services?
What look (colors, visuals, etc.) are they going for or trying to avoid?
What’s the market perception?
Highlight what makes your product or service unique. Your goal should be to study your competition and fill the voids that they miss.
DO: Trademark Your IP
Keeping in mind that there are copycats out there, be sure your trademark your intellectual property so that you can protect it. This includes your brand name, logos, taglines, and other identifiers. The best way to make sure you’re covered is to hire a professional.
DO: Hire a Professional
There are many areas of your business where you can keep your costs low and work lean, but you need everything to be on point when it comes to your product or brand launch. We recommend hiring a professional so that you can ensure that your IP is protected and your launch is flawless.
DO: Write your story
Storytelling is everything these days. It not only tells consumers who you are and why you exist, but it differentiates you from the competition in a powerful way. Your story should focus on areas like:
Why are you in business?
What do you care about?
Why does it matter?
How does your product or service benefit the consumer?
What do you stand for?
DON’T: Try to Do It All In House
Developing a brand is exciting but it’s not a “one-man job.” It takes months, if not years, of meticulous planning and preparation from the entire team and multiple external sources.
DON’T: Rely Too Heavily on Freelancers
Freelancers can be great if you’re lucky enough to find the right one. However, when you go with an agency, you will always have coverage when you need it.
DON’T: Focus Too Much on Cost Savings
There are places in your business where you can be lean but don’t focus too much on cost savings. Above all, you should budget for hiring experts to help you get the best possible start.
DON’T: Forget to plan
Planning is essential to all aspects of the business. Branding is no exception. Set an anticipated launch date and work backwards from there. Consider aligning your launch date with a major event or promotion to maximize awareness. Be realistic with timelines and set real deadlines with real consequences.
