Introducing your brand to the world is exciting and nerve-racking. Isn’t it? Surprisingly, 95% of newly launched brand products fail. The common reason for failure is a lack of preparation. They enter the market without building an effective brand launch strategy. Therefore, you must launch your brand with a holistic approach to make an unforgettable impression on your target audience.
It’s all a game of researching your target audience and industry. Then, come up with a unique solution and identity to make an impact on your target consumer. But what exactly are the steps of the entire process of a successful brand launch strategy? Let’s get right into it.
What is a brand launch?
Generally, a brand launch presents a new business or revives an existing brand in the industry. It’s not just a buzzword; brand strategists craft a coordinated strategy to influence the target audience’s mind.
When launching a brand, you have to position your business as a Unique Selling Proposition(USP). This will introduce your brand as a better solution than the competition. A successful brand strategy must deliver brand messaging that resonates with the target consumer.
For instance, if you are holding a celebration party for your new dream house, how would you prepare for that? By all means, you will come up with a master plan, everything from mesmerizing decor to the theme, great ambiance, and delicious food.
You will ensure your guests remember your party forever. The same goes for your brand launch; you must find your audience’s problems and dreams while providing them with unique solutions, comfort, and unforgettable experiences.
What are the 3 Brand Launch Stages?
1-Pre-launch stage
This first phase is brand pre-launch, where you define your brand launch strategy. You research your target audience, understand your market, and create your brand messaging while establishing clear expectations and team goals.
2-Launch stage
A real-time to execute your brand launch strategy where your business or product officially drops to the audience. During this phase, you actively engage in the social media network to develop and maintain hype of your launch.
3-Post Launch Stage
Ultimately, you enter the never-ending post-launch stage, where you have to collect data and determine how your brand launch is going. Here, you determine your product or service performance. Have you met your goals? Has anything gone off track? By accessing your brand performance, you can make changes.
How to create a brand launch strategy
The foremost important step that makes you launch your new business successful is its well-crafted strategy.
1-Know your audience
Your target audience must be your top priority when creating a brand launch strategy. Your core audience can help you build a profitable business. Therefore, research your relevant audience, their demographics, problems, interests, and dreams that your brand can help them achieve. This way, you can address their real issues while aligning your brand messaging with them and presenting your business as a solution.
2-Define Your Brand Identity.
Now, identify your brand values and unique selling proposition to position your business in the market. Brand identity is a crucial element of the launching strategy that makes you unique, from your brand logo to color palette and typography to social media and website design. You can define your brand identity as;
- What values drive you to create a company?
- Just like a person, what type of personality would your brand have?
- How is your business different from the rest?
- How do you communicate to make your brand voice heard?
Your brand identity is your business personality and how you present in front of an audience. By answering these questions, you can make a clear and impactful brand identity to boost your brand’s recognition.
3-Build a Launch Communication Plan
A new brand launch strategy helps you organize the pre-launch, launch, and post-launch stages. It covers how you will promote your products or services during the launch. In the pre-launch phase, be mindful of actively promoting your business on social media through brand awareness. Research and testing are ideal ways to develop a powerful brand launch strategy.
It’s important to keep promoting on all marketing channels to understand better where your audience engages more. After launching your business product, gather consumer feedback and try to resonate your messaging with the audience for an effective strategy. You can adjust your strategy according to feedback for a successful brand launch campaign.
4-Schedule brand launch calendar.
To effectively excite your brand launch, create and set up a schedule. It will act as your roadmap to visualize your implementation. Your timeframe must contain:
- The brand launch date.
- The tasks before the due date.
- Campaign activation.
- The end date.
5-Create hype for your brand
After building your brand identity and strategy, it’s time to bring hype and anticipation for your brand launch. It’s all about making your target audience aware and impatient about your launch.
- You can create a teaser campaign with short and mysterious messages on video and post.
- Using a countdown ticker on your social media or website can increase excitement.
- To keep curiosity alive, slowly release information about your brand rather than in one go.
- Generate polls or contests to engage your audience well before the launch.
- Email marketing is a fantastic tool for growing brand awareness and connecting with customers. Therefore, send out teaser emails to motivate recipients and offer exclusive discounts.
- Isn’t it exciting to see your favorite movie bloopers behind the curtain? Therefore, share behind-the-scenes content to build excitement, humanize your brand, and fuel customer relationships.
6-Set up an online campaign.
Your brand presence on multiple communication channels greatly matters for a successful launch. Craft a well-designed website, have active social media pages, and email marketing.
In addition to that, consider creating a paid advertising campaign on Facebook and Google. This can help you boost brand visibility and reach a broader audience. It can also give you quick access to feedback, allowing you to improve and optimize the content for better performance.
Evaluate your strategies regularly, and modify and update your approach according to audience preferences.
Brand launch strategy example
1-Xiaomi
Xiaomi tends to have one of the successful brand launches as it creates a significant impact on its target market within no time. Their marketing strategy mainly revolves around the cost-effectiveness of the product.
They offer innovative smartphones at competitive prices and attract their target audience. They take a step ahead in the technology market and offer Flash sales to attract customers.
Their Flash Sales, for a limited time, create excitement and hype around their products. This strategy greatly contributes to growing their popularity and boost revenue.
Through online social platforms—Xiomi builds a strong community and retains its loyal customers. Here, consumers provide feedback, participate in contests, and get the latest updates on new releases. That helps them generate more loyal customers through word-of-mouth marketing.
2-Burger King
Burger King applies a significant brand launch strategy in relaunching. They have changed everything from visual identity to logo design, packaging design, marketing strategy, and restaurant design. They come up with the big idea of ditching artificial ingredients and using pure natural ingredients in their menu.
The flaming color palette and typeface help them communicate delicious, real, warm food. They use most marketing platforms, including social media, and create a buzz around it. Then Burger King gained 1.1 billion impressions within the first five days of rebranding and 39% more customer visits.
Final thought
A well-designed brand launch strategy can help you overcome the challenges of the launching process. You present your value proposition, unique selling point, and brand story through effective strategy to stand out from competitors.
Before you launch your brand, set up clear and measurable targets to direct the whole approach is necessary. This way, you can monitor and adjust your strategy according to your needs.
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