Whether you’re a startup ready to introduce yourself to the world or an established global enterprise going through a transformational corporate rebranding, you will soon confront the inevitable question: When is the best time to launch a new brand?
Apart from the obvious considerations — don’t launch too close to major public holidays and avoid peak vacation times when your audience’s attention is elsewhere — there are strategically advantageous times. The start of a new year, for example, signifies new beginnings and fresh possibilities, making January a natural moment to introduce something new. There are other points in the year that can be equally effective.
A brand launch is a major business event. It is an opportunity to make an impact, energize employees, connect with the market and customers, and create new opportunities for growth. But success is much more than a matter of timing. It’s about knowing when the time is right for your company where both internal and external factors come into play.
Here are some things to keep in mind as you consider whether you are truly ready for what lies ahead:
Internal Considerations
1. Guarantee alignment. Your employees (at all levels) should be kept informed throughout the rebranding process to ensure they feel as though they are part of the future organization. Their internalization of the brand promise will make them believers who will live as ambassadors for the brand. If you feel there is confusion or dissatisfaction leading up to the brand launch, be certain to address it head on.
2. Assign responsibilities. Every member of your team is a part of the new brand and must therefore play a role in it. Be sure that everyone is prepared to represent and communicate the brand consistently through collaborative training and appropriate dissemination of branded tools. This could include anything from providing PowerPoint templates to conducting employee training on how they can utilize social media to strengthen the brand online.
3. Make it an event. On the day of the launch, make an effort to celebrate the birth of the new brand and build excitement within the ranks. A brand launch event brings this new reality to life and solidifies the notion that change is taking place. Events help employees feel like they are part of something bigger, something worth celebrating and investing in. Pass out mementos and hang new posters throughout the office. Have a photographer on hand to document the occasion. From this point forward, everyone is walking the new walk.
External Considerations
1. Ensure consistency. Your brand no doubt carries with it several touch points for your various audiences (online and off). Consistency across as many of these channels as possible will signify the legitimacy of the new brand. Often, it’s tough for organizations to simply “flip the switch” on launch day and have everything reflecting the new brand. But ensuring that the most critical elements are covered (and that you have an attrition plan in place for others) is essential. If your tradeshow booth and email signatures reflect the new brand and your website reflects the old, questions begin to arise.
2. Have a solid marketing and communication plan in place, defining the roles of public and media relations, social media strategy, print and digital advertising, and email marketing. All these avenues need to be singing the same tune on launch day. Be sure you have your story straight, outreach timing in mind, and roles delegated. If you don’t define your brand and communicate effectively what you’re trying to accomplish/signify, others will come up with their own conclusions and define things for you. And remember, this is a chance to tell a new story and connect with stakeholders at all levels. Provide special attention to the current customers, partners, and vendors you rely on, and give them a meaningful heads-up well in advance.
3. Develop a response structure. Questions are inevitable and you need to be able to respond swiftly and appropriately. Whether via phone, email, or social post, you need to have a response team and structure in place to address any of these questions or concerns. Customers will be wondering how the new brand will affect them. The media will be wondering how the new brand will signify change in the industry. The list goes on.
These are just a few of the considerations that go into planning a brand launch — something we live every day at BrandingBusiness. If you’re interested in talking more about what you can do to be truly prepared when it comes to your brand and its introduction, contact us so we can chat. And be sure to subscribe for future B2B Insights from BrandingBusiness.