Launching a new brand is fun and exciting, but it is also a lot of work. One of the most important parts of launching a new brand is determining Launch Day and establishing timelines to keep the rollout on track.
How do I pick a good Launch Day for my brand?
Timing is everything. Just like any other major announcement, how and when you launch your new brand is important.
- Avoid holidays and weekends.
- Consider aligning your launch date with an event or promotion.
- Tease your audience with what’s to come to build anticipation and excitement.
- Use historical data to determine what day your website gets the highest traffic.
Now that your Launch Day is set, follow these ten steps to ensure your brand launch is a resounding success:
- Create a schedule and checklist. What are the action items you need to accomplish? Who is in charge of what? When is the due date? Project management is a priority when launching a new brand. Make sure you have someone sharp and organized in charge of this campaign.
- Make a list of every piece of material and touchpoint that has your current logo — from business cards to parking signs — to ensure there is no trace of your old brand.
- Order swag, signs, business cards, and stickers early. You want those pieces ready to go for the big announcement.
- Develop brand launch messaging and campaign strategies. What are your top three marketing goals for launching this new brand? How will you accomplish them? A complete and ready-to-go strategy will be essential in making sure this is a success.
- Create internal and external talking points. You will inevitably be asked why you rebranded. It is important to be transparent, so have those answers ready and share them with the appropriate people.
- Set up staff training. Along with the talking points, make sure that the entire staff is ready for the new brand to be switched on, especially those answering the phones. How will they answer the phone? How are they going to describe the new brand? Are they ready to answer questions?
- Prepare a press release and marketing e-newsletter to notify your existing contacts when the new brand is live.
- Plan social media transition. Your social media cover photos and handles should be ready to be switched out as soon as you make the announcement. Check directly with each platform for guidelines on changing your company’s name and profile and see which handles are available for your new name.
- Digital assets should be prioritized in the switch. They must be turned on simultaneously: website, email signatures, email handles, social media handles, social media cover photos, answering machines, etc. Look at your list of materials again. What are you missing?
- Test the website for any hiccups before the site goes live.
Flipping the switch on a new brand is a lot of work as there are many moving parts. Another tip for rebranding is to note your former name whenever possible, at least for the first six months — this will educate people that you are who they think you are, just with a new and hip brand!
A new brand is exciting and a great way to start fresh. Make sure you are prepared and ready for a seamless transition.
If you’re still struggling with your brand and need some advice, we’re happy to help! Contact us today.
This blog post is the final entry in a multi-part Branding 101 series. Read the previous articles:
Branding 101: Why Consistent Branding Matters to Your Marketing