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So you’ve spent time investing in your brand, perhaps a total rebrand, a brand refresh or a new website…now what? A launch campaign is crucial to the success of your new brand and website, now is the time to get a great return on your investment.
Here are three key reasons you should launch your new brand with a comprehensive campaign.
When you’re launching your new brand or website, it’s essential to bring your existing clients on the journey. Let them know what you’re doing and why. You may even want to give them a sneak peek, acknowledge their loyalty and make them the first to know what’s new and exciting.
A launch campaign can highlight how your new brand will deliver the same excellent products and services to them, with a new, fresh look. If the way your clients interact with your business is changing, make sure they understand what is changing and how it will make life easier for them. Ensure your clients understand why the business is changing and how it benefits them.
Tell the story of your new brand through channels including organic social media and email marketing, where you know you’re reaching existing clients.
By launching your new brand, you’re helping to ensure consistent use of the new brand. If a mix of old and new branding exists in the market, this can cause confusion for existing and potential clients. Better clarity helps build a strong brand.
Whether your launch is staggered, or all happening at once, a launch campaign helps draw the line between old and new. Make sure your launch campaign includes updating your brand across all channels and platforms, from web to print, social media profiles to invoices and more.
If your partners display brand assets (such as your logo) on their website, ensure they are provided with the new brand assets and guidelines of how to use them. Keep it consistent everywhere your brand is visible.
Launching your new brand will likely result in catching the eyes of new prospects who may have overlooked your business in the past. A launch campaign is the perfect time to capitalise on potential customers who are taking notice of your brand for the first time.
Targeting new audiences will require different messaging and platforms to what you use to get in front of existing clients. Optimising your website for search engines, along with paid digital and social advertising will help build brand awareness with new audiences.
It’s easy to get excited about getting your new brand out into the market as soon as possible, but it’s important to think of the bigger picture. A strategically planned and well-executed launch campaign will not only help engage your existing clients, build a strong brand and reach new audiences, it will allow you to get the most out of your brand investment.
For support with your brand launch campaign, don’t hesitate to get in touch via hello@themark.co.nz
