Launching a company is a real challenge, especially if you have little experience. Marketing specialists can’t stop highlighting the importance of branding strategy, which makes a difference not only in the long term but also in the very beginning. It means that to debut your new brand successfully, you need to work properly on business branding ideas.
The ideas shouldn’t be limited to the type of marketing. Of course, planning online and offline advertising, brainstorming store signage ideas, and preparing the message is essential. By the way, you should focus on authenticity, as the majority of consumers (86%) claim it to be the major factor determining which brands they support.
But there are many other things to think about. For example, how to make your launch memorable. Since it may seem unclear for many entrepreneurs, we have prepared five new brand tips to mind. Here they are:
1. Prepare the Audience for the Launch as Early as Possible
The audience should look forward to meeting your product. There is nothing bad in adding some hype: it ensures that your debut will be memorable. However, to do this, you should start to promote your company pretty early – about two months before the launch.
It means that you need to establish your brand even earlier. A day or a week isn’t enough; therefore, your team should start working as early as possible. For everything to be done right, they need to have enough time for brainstorming, developing your brand identity, and learning the audience.
2. Get Insights about Your Audience
How to make sure that your brand will outperform the competitors and receive a lot of attention? It should align with the needs and desires of your target audience. Thus, your marketing specialists need to spend a lot of time getting to know your consumers.
It’s vital to establish their preferences, values, and principles. These are the ultimate things that will give you an answer on how to create a brand identity. In fact, you should base it on values. And your potential customers will become your loyal army only if they will share the beliefs. Statistics prove the fact: Two-third of respondents claim that they deal with brands whose values they share, according to the HavasGroup survey.
3. Incorporate a Narrative
Everything comes for a reason. You have a reason why you decided to create this or that product. You know what guided you to a particular industry. Why not share this? Consumers don’t like brands that do business for the sake of business. They want to know your story.
Here, we don’t mean that you should tell them the CEO biography. It’s about making your launch a part of a bigger story. Look at Nike: the shoe seller always highlights that their aim is to produce sportswear for everyone. And they really do this. They offer clothes and shoes for kids, women, and men with different beliefs and principles. However, one thing aligns them all – equality.
4. Everything Should Be Branded
Consistency is key. It’s probably one of the main branding tips 2020. Professionals stand out from the array of amateurs because of look. They offer a branded logo, advertising, social media accounts, a website, a uniform, business cards – everything.
Every interaction with a customer should be branded. Otherwise, you risk confusing your audience. They may not understand what belongs to your brand and what do not. This leads to an increased risk of being not spotted: people may merely not recognize you.
5. Make People Anticipate the Launch
We have already mentioned that the audience should look forward to meeting you. What exactly does it mean? It’s much more than just announcing your launch in advance. The debut should be positioned as a can’t-miss-event. You should make people count days until you open and offer them your clothes, food, or consulting services.
To achieve this, you need to implement a massive marketing campaign. You should reveal some facts but let the main intrigue remain. Curiosity is a very strong emotion that drives people crazy. Make them come to the debut to learn the details or to find out the outcome of a story.
What’s next? After you prepare the audience and lure it to your debut, you should match the set expectations. Otherwise, consumers may get disappointed. Therefore, work on the quality – of products and customer service. What would you include in your brand launch checklist? Please, share in the comments.
The author is an experienced entrepreneur. He believes that a person can make a difference even with insignificant investments. In 2006 he founded the family business Fortuna Visual Group. They started off as a one-man show but now they are a crew of dedicated art crafters, designers, expert fabricators, and installers with exceptional skills, professionalism, and work knowledge.