What is a Brand Launch Strategy?
A brand launch is the process of introducing a brand to the public. A successful launch takes into consideration the target audience, competition, brand messaging, and goals.
The target audience is who will be most likely to encounter the brand launch. Depending on the brand, some target audiences are quite broad. For example, a new brand could be targeting people between the ages of 30-40. However, sometimes a brand targets a very specific group. For example, people between the ages of 30-40 who are in the market for a new phone, that will be attending a specific event. Identifying the target audience is crucial in developing a launch strategy that reaches brand goals.
It is crucial for consumers to understand a brand’s position in the market, doing so could be the reason they choose your brand over the competition. A launch strategy should outline the ways other brands in the industry have launched, what was successful about them, and dictate why your brand is a cut above.
Consistent brand messaging ensures a brand is understandable to the target audience. This is both the visual and language aspects of the brand’s identity.
Lastly, it is important to set measurable goals. Whether a launch is to drive shares on social media or purchases in a store, setting metrics provides information on what was successful and areas that need to be improved.