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Whether you’re in the process of creating an entirely new brand or considering giving your business a new look, building and launching a recognizable and successful brand can ultimately make or break your business.

What is a brand?

There are several different connotations of the word “brand.” A brand can be a name given to a certain product by a group of people, such as permanent markers being primarily referred to as Sharpies. A brand can also be an idea or image associated with a name, logo, or colour palette which is exclusive to a specific business. A brand can contain various characteristics, making brands uniquely different from each other. This can be seen in a brand’s persona, the expectations the public have of the brand, and what the brand promises to give to the public.

How can I successfully launch my brand?

Having a successful brand isn’t something that can happen overnight. It may take several days or years for a brand to be recognized by many instead of a few. Building a brand takes time and successfully launching it may take longer, depending on how thorough you are prior to the launch date. There are several steps you can take to ensure your brand is noticed.

  1.  Study your audience and tailor your messages toward them

Your audience will be the main focal point when considering the launch of your brand. Not every business can target the same audience successfully, it all depends on the services or products you are trying to sell. For instance, a law firm shouldn’t target children as children are not actively seeking out advice regarding the law. Instead, a law firm could target families with children, advertising services pertaining to child custody and/or child support. You should also tailor the message toward your specific audience, rather than making a general statement. The more specific the key message is, the more likely it will capture your target audience’s attention.

  1.  Create a brand logo, tagline, and persona for your brand

In order for people to identify your brand and associate it with your or your business, it needs to stand out. Companies like Apple and Microsoft have distinguishable logos which make it easy for consumers to point out which company particular products belongs to. You want to make sure your logo and tagline are unique to your brand, and you’re not plagiarizing anything which has already been trademarked. It may also be a good idea to develop a colour palette for your brand, which people will quickly associate with you or your business, like Tiffany & Co. has done with the robin egg blue colour. In addition to a logo and tagline, your brand will need its own persona. Your business will embody this persona when creating or responding to content regarding your brand.

  1.  Develop a strategic communication plan

Along with the creation of your brand’s content, you should develop a strategic communication plan which will help determine when your brand should be launched and with what mediums you should use. You’ll have to take into consideration what platforms your target audience primarily uses in order to effectively reach them. Adequate preparation will take time and having a strategic communication plan will ensure everything regarding the launch of your brand runs as smooth as it can.

  1.  Market inside your business, before stepping outside

Before the public will accept your new brand, it should be accepted by those working at your business. If the new brand isn’t welcomed by your employees, the launch will most likely be unsuccessful, as those who are meant to be the brand’s ambassadors won’t believe in it. If you are working by yourself and there isn’t anyone working underneath you, you may want to pitch the idea of your brand to someone you can trust in order to get feedback.    

  1.  Consistency is key

If something isn’t working out, you shouldn’t dramatically change the methods you were using. Maintaining a consistent image and persona is important. As society races forward, it becomes more difficult for people to remember a brand which is constantly changing. The more familiar a brand is, the more likely it is it will be remembered.

Successfully launching a brand takes patience and planning. Some people are capable of jumping straight into launching a brand, but it is better to be prepared for any issues you may run come across. Having a weak foundation for your brand may result in failure, disappointing you and those who were looking forward to the launch. Making sure all of your bases are covered takes time and effort. The more thought you put into how your brand will be represented the more it will benefit your business in the long run.

Mel Garbe

Mel founded Lift Legal with the goal of delivering cost effective legal services without sacrificing capability by effectively using modern tools to access the types of resources that larger law firms have access to. The result being that Lift Legal provides high level professional services at a greater value.

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