Transform your launch plan : new brand requires new excitements
In the previous post I talked about handling an existing brand. When it comes to a new brand we need a divergent approach against existing brands. Over the course of my career, I have also encountered opportunities to create entirely new brands / products from the ground up. Below, I present a series of potential treatments for the new brand scenario, providing guidance for those who may encounter similar situations when handling a newborn.
Within the vast landscape of branding, a new brand emerges as a fresh creation, recently introduced or launched into the market, lacking an established customer base, reputation, and identity. This nascent entity encounters a series of challenges, including low awareness, limited trust or loyalty from potential customers, and the presence of intense competition or formidable entry barriers.
New brand development process
A develop encompasses the meticulous process of crafting brand elements, including the name, logo, color scheme, typography, and tagline, to establish a distinct and memorable brand identity. This undertaking necessitates a well-defined brand vision, values, and personality, coupled with extensive research on the target audience, competitors, and prevailing industry trends. By embarking on a develop, a new brand can differentiate itself from the competition, effectively communicate its unique value proposition, and successfully allure and retain customers.
Launch campaign to build awareness
Awareness, or lamentably addressed as Inform, involves the strategic process of acquainting and enlightening the target audience about the brand, its array of products or services, and the associated benefits and features. This endeavor necessitates a clear and concise brand message and strategy, in addition to leveraging effective marketing channels and tools, such as websites, social media platforms, advertisements, campaigns, and events. By embarking on an inform, a new brand can raise awareness, cultivate trust and credibility, and generate interest and demand.
Engagement campaign to drive trial
An engage entails the interactive process of actively engaging and forging a positive and enduring relationship with the target audience. This endeavor necessitates a well-defined brand voice and tone, as well as captivating and immersive content and experiences, such as social media posts, videos, newsletters (then eDM), and loyalty programs. By embarking on an engage, a new brand can foster customer satisfaction, loyalty, and advocacy, while encouraging word-of-mouth referrals. An exemplary instance of a successful engage is Glossier, a revered beauty brand that employed a conversational and inclusive tone, user-generated and social media-driven content, and a customer-centric and feedback-oriented approach to captivate its customers and cultivate a devoted and passionate community.
I hope this helps you understand the different treatments for a newborn brand. May the brand force be with you.
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