So, you are ready to launch your brand! Well, considering all the competition and modern day challenges, it may not be easy but it’s worth it.
With the right approach, strategic vision and good launch strategy; nothing is going to stop you and your business to thrive on.
I’ve launched a few successful brands myself and I want to share the secrets of successful brand launch with you. The good news is that I plan to keep this article alive and always updated, so make sure to come back every month to see updated versions.
Here are the steps you need to follow for successful brand launch.
“Brand Value Proposition” is the first stepping stone in a business launch. This is the statement used to summarize why a consumer should buy your product or services. Without this essential element, it would be difficult for you to take a good start.
A brand value proposition is the promise of value that you deliver or communicate to a plausible buyer. This concept, if implemented successfully, can be the key point of success for your business.
Almost every effective brand has a primary value proposition which is aimed to drive everything the brand promotes. Some companies also have a secondary value proposition, but we’ll discuss that later.
Coming back to the point, here’s the big question – How to bring value to the market? To answer this, I have three key points to share with you:
In order to deliver the best value in the market, your primary focus should be on product leadership. Since your product/ service is new and unique, it is likely to cost more than those of your competition. That’s why you need to highlight exceptional features and superiority.
Thinking out of the box and using all the benefits of technology, you can work on lowering the cost. Operational excellence is a great way to beat your competitors. With modern technology and better manufacturing processes, you will definitely stay one step ahead in the game.
To solve your customers’ problems and provide them with the best set of services should be your top priority. Once you’re able to win their trust and form a good relationship with your customers, you’ll be on the road to success.
Practically, it’s difficult to focus on all three value propositions at once. It is kind of impossible to bring something in the market, which is the;
That’s why it is advisable to focus on one or two values at first. The most important factor is to understand how you deliver value to the market. If you are able to do that, it’ll help you to maintain a good balance among pricing, distribution, marketing and other aspects of your product/service.
Now let’s move to the next important stage, which is picking the right name for your brand.
Your brand name or title is the term that distinguishes your product or service from those of others. It strengthens the values that the brand provides. That’s why great emphasis is put on the right selection of a brand name.
Selection of your brand name largely depends on the industry you work in and how you want to represent yourself in the market. Here are a few options:
However, it is important to decide what your name should mean and represent. You need to consider all the pros and cons before locking the final decision.
Giving a name to your brand is mandatory because that’s how the customers will know about your company. Choosing a good name will create a positive impression and open doors for new customers. A poor name, on the other hand, will exactly do the opposite.
The selection of the name is a tricky process. It is not as easy as it seems. The reason for that is – large number of businesses that already exist. Hence, you will come to know that most of the names have already be taken.
Infringing on copyright is surely not a thing you want to get into as you don’t want to waste a lot of money and time in lawsuits.
Next up, you will also have the need to secure a domain name that matches your brand name. Internet marketing is very important but securing the desired URL is a rock hard challenge these days. According to research, 98% of words in the dictionary have already been registered as domain names.
Nevertheless, don’t let these challenges stop you from finding the best name you can – There’s a lot at stake.
You are going to launch a new company, so the brand name is your asset that can really make a great impact. Leave your personal charm aside and pick a name that really suits your product or service. Keep the brand value proposition in your mind and perceive it from a customer’s view.
Pick a brand name which is unique and it matches the core values of your brand. In the next step, we’ll discuss the process of creating a visual identity for your brand.
To build a strong customer base, you need to take next step in the procedure. After securing your brand name, you need to focus all your attention on giving your brand a face.
A logo design serves as the face of your brand and it is a very important marketing tool. In many cases, a logo design is the only conveyor of your brand values to general customers. That’s why you should know the characteristics a logo must have, in order to do effective communication. Here are the few key features of a good logo:
As I said earlier, these are just a few qualities but if your brand mark is designed in accordance with them, you are good in the game. Your logo design will have an immediate impact and catch the viewer’s attention.
Do you remember the last time when someone handed you over a business card with a fantastic identity mark? Did you feel the urge to turn it over and take a closer look? Did it stir up your curiosity and you asked about it? If it did – it was a good logo.
We at FullStop® keep all these points in mind while creating robust brand identities. If you need help, you may choose to check out our services.
After nailing an impressive logo design, you need to see every prospect of your business communication. No holds barred – is the message I want to convey to you
Many businesses spend a fortune on amazing brand identities and business cards, but somehow overlook the other options available.
Office stationary e.g. invoices, letterhead, a proposal template, and email signature are the items seen by prospects more often. You can make a great impression using these smart options.
On the other hand, when an email template is customized with unusual design or font, it simply ruins your professional image – and conveys a far different impression to the customer.
Your corporate identity is completed when you cover everything that includes:
Moreover, each element in your identity should use the same fonts, colors, and layout. The design itself may not be incredibly important unless you’re in a creative field, but consistency and professionalism make an impression. In many cases it may be the first impression, so why not make a good one?
Moving forward, we’ll talk about your website and online presence!
PS: If you need help with creating an awesome logo design and corporate identity, check out our services.
In today’s modern world, trends have largely changed. Majority of people have the habit to go online to research companies and products. So, having a website for your valuable business is also one of the “Must Haves”.
A business website is potentially the most powerful sales & marketing tool, which adds great value to your business.
A website is basically the portfolio of a company, which has all information about a company e.g. mission, values, products/services, plans, and offers. It acts as an interactive brochure that is viewed by visitors on daily basis. If the content is rich and appealing, it can convert the visitors into prospects and customers.
That is the kind of an important role which a good website plays to uplift a business. You will see it as a big factor in contributing to the overall growth of your company.
A website deserves to be labeled as good if it helps to;
You need to keep all these points in your head while having a website designed. It should have marketing functionality and ability to communicate effectively with the target audience.
In this field, we pride ourselves on making the best websites. You can ask FullStop® for all the help and guidance to make an effective website design for your brand.
Designing a good website with broad and lucrative marketing capabilities is no doubt a challenging task. Not all business sites cover everything said here. Generally, they fall into three categories:
1 – In the best scenario, a site acts more than a brochure. It generates leads and increases the sale. With the help of interesting content and good marketing functionality, it grabs full attention of visitors. It can be used for a number of marketing campaigns:
In order to convert traffic into prospects, you can quickly create landing pages for campaigns.
2 – In this case, the website offers only basic information. It may have newsletters and a few press releases, but not engaging content. The site has an average turnout and has a dire need for improvement. Website redesign is advised to gain more marketing power. Such a website can be improved by focusing on content and better functionality.
3 – It is the worst case when a site works against the brand. It happens when it lacks the brand value proposition. It might have other problems such as bad design or lack of relevant content and unnecessary junk. All these factors push the brand behind and competitors take full advantage of the situation.
In order to eradicate the problem first, we need to figure out whether the site will be used for online selling or not. Normally, there are two types of websites:
A static website, which is not used to sell online, can be improved by working in these areas:
1 – Customize your site theme in accordance with your brand needs. However, you’d be able to do that if you’re not using a free website. The idea of having a free website available through some cheap hosting companies is not a strong suit for your good brand anyway.
2 – Put up the images of your products. Make sure you have the high-quality photos of your products, otherwise it won’t make a good impression. Low-quality content will have a negative impact – avoid it at all costs.
3 – Thirdly, also use royalty-free stock images in web design. Make it clear to your web designer to not use any photos with proprietary rights of someone else. It can lead you to a lot of trouble.
4 – Get a Content Management System (CMS) agreement from your hosting so that you can manage and edit the site when there is a need. You can update new information or post some content to keep it fresh. If you don’t sign a CMS, you will have to bear extra costs going back to the design firm or developer.
If you run an online store or e-commerce website, here are the few pointers to be taken into consideration:
1 – You need to go to a site and online store that comes with absolute ownership. You can avail a few online solutions where the store sits on the proprietary hosting system but various e-commerce modules can be linked.
Later on, if you decide to move your website to a different hosting provider it won’t be easy. You can move the static pages and design, but not the store. However, you can export all your products and orders to import them back on new platform if it permits.
2 – There is another thing to be careful of. It’s the percentage that your eCommerce store provider charges. It’s usually nominal at the start but as the sales go up, some of the store providers start charging up to 10% of every sale which is very high. Settle this at the beginning of your deal.
3 – Securing a payment gateway e.g. PayPal is also advisable. You can look for a service that charges relatively low. If you decide on PAYPAL business account, your online store developer can link it to the website to accept credit card payments. Stripe is another option for the payment gateway. The choice is entirely yours.
4 – Once you have nailed down the online store, check social media integration. You can share your products and accessories on different social media platforms such as Twitter, Facebook, Pinterest, and Google+.
Follow the guidelines and stay on the road of success. In the next run, we’ll focus on social media setup and strategies.
Social media marketing holds great significance to conquer business goals. Presumably, everyone is engaged with social media most of the time. So, you need to act smartly and catch this opportunity, in order to grow your business.
Making the right use of this powerful tool, you can do a lot of magic. Social media can help you attract more customers and increase the sale figures. Moreover, you can use social media to:
Joining social media won’t cost you anything as it’s free, but making it effective will probably have some cost. You might need to hire the services of a professional graphic designer, content writer, somebody to monitor and respond to user requests. With the help of a complete team, your effectiveness will be 10 times better.
Nevertheless, many business owners start using social media without proper planning and commitment, which leads them to sheer disappointment and failure. I would like to highlight an important aspect here that social media works really good for certain types of goals, not for everything.
A wrong strategy will affect your brand’s reputation, which is not a good thing. Come up with a solid plan that can help you achieve your goals.
So far, we have talked about the advantages of social media but it has a dark side as well. Once you share something on social media, you lose control of it. Anybody can have any kind of a comment or remark on it. You can’t control how people speak about your company. An unhappy customer can generate a lot of buzz, which will be viewed by ‘God knows’ how many people before you settle the issue. So, you’ve got to be very careful while putting something on social media. Make sure it’s good stuff that works in your favor.
After accomplishing the goals listed above, you also need to work on brand marketing and promotion.
Publicity is the promotional communication about a company. It is extremely valuable in creating a great image and awareness for your brand, product or service. The fun part is, this form of mass communication is not paid by the organization benefiting from it.
Publicity comes from news stories, reviews, reporters, and journalists. For instance, if there is a mention of your product/ service in a newspaper or on TV, it can reach masses and people will get to know about your brand.
You may have experienced the urge to learn about certain products or services after reading about it. Or heard a company official deliver a speech and found yourself asking about the company later on!
Publicity has many different forms depending on the mediums available. It includes:
Publicity is a great marketing strategy and it benefits the company in a number of ways. Let me list down a few here:
You should know that publicity is not about luck. It is about investing in a good Public Relations Program, which will bring a good Return on Investment (ROI) over time.
You need to create newsworthy stories, which have engaging content. People will learn about the unique problem-solving techniques and ways you practice and promote.
If news-stories is not your forte, you can use a different approach. Support some charity work and public welfare, which will raise your visibility. Other than that, you update news on your website; it will improve your search engine ranking and the potential customers will get to see what you’re doing.
You can also follow these steps to promote and market your brand:
Online marketing is the best solution for startups with budget constraints. You can effectively spread the word about your good service/ product using online marketing. At the same time, you can make good use of offline marketing by generating some good ideas. If you manage to use both online and offline marketing, your brand will definitely shine out and prosper.
For further help, you can always contact us for a free consultation.
Waqas D. is the co-founder of the branding and website agency, FullStop™. He supercharges brands by crafting memorable logos, brand identities and engaging websites. Besides thousands of startups and medium-size businesses, FullStop has worked with likes of Microsoft & L’Oréal. View our portfolio or get in touch.
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