Top 10 Tips for a Successful Brand Launch
Do you have a sound new product and are aiming your sights on a successful brand launch, but are wondering just how to go about it?
There’s no automagic solution. It takes smart planning that includes every aspect of your company and any detail related to your product. That doesn’t mean your success or failure is up to fate–there are some things you can do that are more likely to tip the scales in your budding brand’s favor.
Utilize these ten tips to start your brand off in the right direction–towards success
1. Employee Ambassadors
What your brand stands for and your product’s selling points shouldn’t be on a need-to-know basis that only includes your marketing team. Every employee, and especially those that interact with the public, should be aware of these aspects and be passionate about your vision. This is how you build quality teams and discern which employees will make the best brand ambassadors. Those that can relay that passion to consumers will be invaluable to your brand’s future.
2. Market Immersion
Go above and beyond when learning your desired customer inside and out. What are their problems and motivations? How do they relate these and where do they congregate? Never assume anything about your target customer or your pitch will seem unauthentic and miss its mark.
3. Don’t Go Cheap
Limitless budgets may not be an option for lean start-ups, but don’t just go with the cheapest options just to save a few dollars. A bargain isn’t really a bargain if you are compromising quality. There’s a reason why “you get what you pay for” is a cliche.
4. Protect Your Investment
Make sure to research and protect any copyrights or trademarks. A brand that is taken to court–and especially one that loses the battle–will needlessly drain your resources. More importantly, it could cause you to have to re-brand and re-launch.
5. Be Likable
Obviously everything about your brand should be approachable and desirable, but does your name leave lips smoothly? Is your logo simple enough to be easily recalled? Consumers can’t ask for a product if they can’t articulate the name or visualize the logo.
6. Brand Consistently
Design and decide on your logo, tagline and colors and not only stick with them, but make sure anything the customer comes in contact with includes them. Consumers need to see these multiple times before the branding becomes ‘sticky,’ so don’t go changing things around before they have a chance to become brain tattoos in consumer minds.
7. Have a Meaningful USP
Your unique selling proposition (USP) should be just that–unique. It should solve a problem for your target customer in a way that other products do not. Hone your USP’s message into an elevator pitch and you will find your brand’s sweet spot for selling.
8. Brand Authentically
Basically be honest with your customer from the start. Don’t over-promise. What you say has to be the reality for the customer. If it isn’t, consumers will catch on and start bad-mouthing your company.
9. Execute the ‘Wow Factor’
If you’re not pushing what differentiates your brand to those who need it most, then you’re asking for irrelevance and apathy from customers. What makes your product pop should be the driving force of your brand’s value to consumers.
10. Don’t Box Your Brand In
While it is great to have or strive for an amazing and instantly recognizable product, your branding should be recognizable, but not necessarily synonymous with that product. Leave room for your brand to expand to other products in the future. Even Kraft is more than mac and cheese; the brand has over 60 brands/products under its banner.
Have you successfully launched a brand? Share your tips with us in the comments.