We see it all the time. A company spends months and months deconstructing and reconstructing its brand, website, a new product, service, and/or event. They exhaust themselves asking all the right questions and thinking through all the key details, except one: How do you best unveil it when ready?
Launching a new brand is always done for strategic business reasons, so the rollout of the new brand should be strategic too. If you’re planning on doing so, you will want to make sure everything goes off without any issues. How do you do this effectively without confusing your key audiences?
Below we’ll outline some best practices for how you can launch a new brand and make sure it is a win!
Before launch day, you’ll want to set informative goals in order to measure success. A great place to start is website and social media engagement. We recommend adding 20 percent as a tangible goal. This can be applied to metrics like average social engagement posts, followers on social media, benchmarks based on industry for click-thu rate and cost-per-click ads, and average website views or visitors per day.
Your customers and key audiences will want to know why your brand is changing and what it will mean for them. The message should still stay true to your company’s story, while also being unique enough to catch attention. Find the story within the story. Learn it well, humanize it, and share eagerly with those around you. The more memorable and meaningful, the less likely the chances for churn.
This is another area that companies seem to get tangled in with rebrands. They want so badly to communicate well that they end up over-communicating or over-complicating the new brand launch. Make sure your messaging, new website, and social interactions are kept short and sweet. Even if you still have a lot of information for people to digest on your website, you have the ability (and obligation) to make it easy for them to find information. Successful rebrands are successful because they reduce noise and are straightforward. Take a look at some of these rebrands as examples.
In order to make sure your audiences and customers have the information they need, make sure to update all your CTAs, ebooks, whitepapers, email templates, and landing pages with the updated branding. Also, consider creating items like FAQ materials for a new brand launch to anticipate questions people may have so they aren’t left stranded. Lastly, new brand assets should come in other media forms other than written word. Take the opportunity to create videos and podcasts centered around the new messaging so audiences can digest information in the way they prefer. Not only that, media can grab the copy they need for press opportunities. Make it easy for people to spread the word.
When setting your goals and reviewing current analytics on your website, look to see which search engines and platforms drive the most traffic to your site. Once you pinpoint two or three, consider creating paid campaigns to increase awareness of your new brand. It’s important that you bid on both your old brand name, as well as the new brand name, for the first few months so that users who continue to search with the old branding learn more about the new launch and easily recognize it moving forward.
Before the launch goes final, it’s crucial to begin your brand launch internally. Your employees are the brand’s storytellers on the front lines, so it’s imperative they embrace its new chapter. Only by fully understanding the meaning behind the new brand can they tell an authentic and compelling story. A new brand launch is a prime opportunity for leaders to rally the troops and articulate the vision for the future during a celebratory event. It shouldn’t be left to a simple email notification.
This is your time to brag and go out with a bang! It’s not every day you get to showcase something so rich with meaning, brand strategy, and creative inspiration. With all this excitement, make sure everyone understands not to leak before the reveal. Give your team enough time to make sure all the new assets are ready to be deployed at once. When every piece is in place, an integrated multimedia approach will give you maximum impact. Everything from email blasts and press releases to social media and events should be leveraged to create widespread buzz about the new brand. It also doesn’t hurt to throw a small celebratory party with employees to encourage the excitement and keep the buzz going strong.
Looking for help with your next re-brand or telling your business story? We’re here to help.