When you launch a new brand, you are launching an image, presenting a value proposition in addition to communicating how your products are different from you competitors. Thus, your brand launch strategy must address these functions and specify how you are going to push each one to the members of your target market. When you complete an effective launch of a brand, your targeted consumers know what it represents as well as why they want to make a purchase.
A consistent brand identity
When you begin to promote your brand – probably through ads, press releases, online media or through direct mail – your initiatives all must present your brand identity consistently. Your brand identity includes the brand logo, the style of the ads, the subjects of your promotional campaign, the colours used and the messages.
Your identity transmits an image that corresponds with the aspects of your products you think will attract consumers. For example, if your market research shows your target market is interested in durable outdoor goods, your identity has to include a rugged-looking logo with ads showing outdoor activity with lots of blue and green. The ads have to feature attractive people using your products under challenging conditions.
How to position your brand identity
The positioning aspect of your brand launch strategy answers the questions, “What?” and “For whom?” Companies often craft a positioning statement to formally answer these questions for the purpose of focusing their branding strategy. Value
Once you have established your identity and what you are selling to your target market, you have to convince the members of that market to make a purchase.
The reason people buy your product is because they see the value you are offering. You can offer a practical value linked to the use of the product or a perceived value, such as status from owning the brand. In either case, your brand launch strategy must clearly communicate your value proposition to your market.