You’ve done your research and you’re ready to launch, but does your brand have what it takes to grab attention in a saturated marketplace?
If you are ready to consider your brand launch, then you’ve already done all the work to ensure that your brand is going to be successful. You know your target audience, you’ve crafted a brand voice and your colours and graphics look amazing. So what else do you need to do to make sure you make a splash?
Your brand launch is a big event. This is your first opportunity to present your business to potential customers, so ensuring that you are making the most of the opportunity will help to secure your brand in the minds of customers.
So what can you do to make sure that your brand is the most desired new name in the marketplace?
Know your audience
Plastering your brand in front of millions of people does not mean that you will get the attention of your target audience. Your goal is to ensure that the people you have identified as aligning with your customer persona are seeing your brand and feeling motivated to want more.
One of the best ways to approach the task is to look closely at your competitors.
- How do they target the market?
- What tactics can you learn from them to get the right attention?
If your B2B platform is providing SaaS solutions, for example, examine the websites and strategies of your nearest competitors, and then figure out where the gaps are in their strategy.
- Do they really answer pain points or are they just the only option?
- Is their unique value proposition strong?
- Can you tap into a sector your competitors have neglected?
Consider how your competitors are trying to reach their target market.
- Do they use social media?
- Are they posting blogs and vlogs – if not, why?
- Do they use influencers or affiliate advertising?
Answering these questions can help you to see opportunities, refine your strategy and reach your audience in new and creative ways that your competitors might not have thought of, such as event hosting, sponsorship deals and product placement.
Take your time
Your product development likely took time, so give your brand launch the same kind of generosity. While you should have all the basics ready, your launch needs to be prepared at least 6 months in advance of the launch date, with invitations sent, press releases are written and emailed, media interviews prepared and all your final advertising costs paid for before the big day.
You need to make sure that you’ve told all the most important people in your industry that you are launching and invited as many relevant media outlets as possible for your launch, which could be as simple as a speech in your office or as elaborate as a cocktail party on a yacht. It’s your brand, and you should prepare to launch it in a way that will attract the right kind of attention.
Prepare teasers for your audience. Advertising that says ‘coming soon’ with just a tempting hint of what you have to offer is a great way to get tongues wagging and reporters publishing.
Once you’ve decided on your logo, tag line and audience, remember to splash your brand on everything. Make stickers, posters, T-shirts, hats, mousepads and dog slippers. Your brand goes on everything! Nike does it, so you can too. If your brand and products are part of a consumer market, put your logo on all the things that people want and never need, then give them away as prizes, freebies or at ‘discount’ costs. People wearing your brand is a great way for you to increase brand awareness, and often at little cost, or in some cases, at the cost of the consumer.
For B2B, this is a little more refined. Make sure you put your brand on all your materials, such as white papers, reports, blogs, vlogs and infographics. Your brand should appear on all communications in a prominent position so that people identify your logo with your brand easily.
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