How to launch a new brand

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.

How you can differentiate your brand identity

An effective brand launch strategy includes elements that emphasise how your brand differs from the products of competitors.

Ideally, the differences are part of the value proposition and position your brand in the marketplace. For example, you can emphasise that your price is reasonable but your quality is superior to competing brands with a slogan telling customers that they get premium quality without paying a premium price.

On the other hand, your strategy can establish a higher price point, saying that customers can pay a little bit more but receive a lot more value for the slight price increase. Non-price differentiation based on unique product features can be effective as well.

The benefits of a brand launch strategy

It may not appear that a new brand possesses many benefits to offer the market. However,  a new professional services brand does provide three persuasive advantages:

• The thrill of new

People are attracted to things which are new. It’s not a coincidence that “new” is right up there with “free” as a golden marketing word.

• Greatest positioning platform

It is far more simple to launch a radically different positioning with a brand that’s new on the market. It’s not necessary to be worried about how current clients will to react to the change which means that you are free to mould your market positioning as you wish.

• Less brand equity at risk

If your positioning is not quite correct at the start, it is much easier to change it without complicating the perceptions of the marketplace. This is why a firm which is already existence may choose to launch a separate brand for a radically different positioning as opposed to putting its existing brand equity at risk.

How to put together a brand launch strategy

Brand launch strategies are very different for professional services as opposed to other types of businesses. In most cases, you have a condensed set of issues that need to dealt with. For example, service firms seldom use product packaging or are required to convince retailers to carry their product. There are no storefronts or end-cap displays to worry about.

Launching a brand is one of the many exciting responsibilities that a marketing manager will need to deal with.

Get in touch with the Digital School of Marketing

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