At some point in your creative journey, you will go through a launch. Regardless of whether it’s a new brand that you’re building from the ground up or a rebrand of the business you’re already building, at some point, you are going to walk through a launch of a product, a service, or even a whole business. And when that time comes, strategically launching your brand will be incredibly important in order to see a return on your investment of time (and money!) into this brand.
At the end of each of my 1:1 branding projects, I love to sit down with my client for a 60-minute “what’s next?” strategy session. In those sessions, we talk first about how we can generate interest and excitement for their upcoming launch. Next, we discuss how we can really make the most of that effort, so they can see a return on their investment in my branding services.
So today, I’m sharing three tips for strategically launching your brand to get out in front of your higher end, dreamy ideal clients. Keep reading to learn my favorite tricks!
3 Tips for Strategically Launching Your Brand
1. Educate your audience on what’s to come…
When you’re getting ready to launch, it’s important to invite your audience into the behind-the-scenes process. This will help them understand what it is that’s happening in the first place! Social media is a really great tool to utilize here. Instead of just dropping a new brand all at once, let your people know, little by little, that something exciting is happening behind the scenes.
One way to accomplish this is by creating a countdown. A few days before your launch date, let people know that something really exciting is on the way, and you can’t wait to share it on X date. Not only does that bring your audience into “the know” of what’s going on, but it also makes them feel more of a vested interest in that new season for your business. Why? Because people love being in-the-know. We love having the inside scoop, hearing about what’s to come for someone else. So inviting your audience into that process will give them more of a vested emotional interest in your launch.
…but don’t share too much too soon!
All of that said, it’s important that you don’t reveal the full brand too early. This means not unveiling a full logo, a full website, or any full piece of your collateral. You still want to keep some degree of suspense! You want to build interest and intrigue so that people feel a desire to come back on launch day and see what the whole brand is actually about. So be careful not to give away too much too soon!
When gearing up for a launch, I encourage you to only share a little peek of what you’ll be unveiling. That could look like…
- a detailed shot of the corner of your business cards
- a little tiny glimpse at one of your favorite pages on your website
- one of your favorite elements from your logo
- or any other teaser along these lines!
Personally, I love to showcase your color palette. I think that’s a great way to create some interest and excitement without giving away the full visuals!
2. Invite your network to spread the word…
Don’t feel like you have to do it all on your own, sweet friend! In my experience, this is one of the most powerful components of successfully and strategically launching your brand. I’ve seen some of the most successful and joyful launches happen when my clients invite others into that process with them.
This typically looks like reaching out to those in your community—maybe your business bestie, friends who have a big social media following, colleagues who have been a significant part of your journey as a creative, people that you’ve worked with in the past, etcetera—and letting them know that you’ve got this amazing launch coming up and that you’d be so honored if they would be part of that with you.
This tactic is incredibly helpful because, not only are you experiencing support and camaraderie from the people within your community, but on top of that, you’re sharing the great news that you’re launching something big and beautiful into the world with their audiences, as well as your own!
…and make it easy for them to say yes!
If you want to invite your network to share this joy with you and help spread the word, you need to make it easy for them. Give them all the tools that they need to share the news about your launch! The more you give them (and, thus, the less they have to do on their own), the more likely it is that they’ll have the time and space to add your promotion to their calendar.
Send an email to those in your network that you want to get onboard, letting them know that you have a launch on the horizon. Be as specific as possible with this message! Let them know what date you’re going to launch, and make it easy for them to understand what will be expected if they choose to help you. This may include telling them precisely what date and time you’d like them to post, as well as where you’d like them to direct their audience (your Instagram, your website, etcetera).
You can even go a step further and provide imagery that they can use! This could be as simple as styling a few quick photos that align with your new visual brand, helping people get a bite-sized idea of what you’re launching. The goal with these images is to pique the audience’s interest enough that they then go over to your account to find out more.
Along similar lines, I also suggest providing some sample copy that they can either copy and paste to make their posts quickly, or that they could use as inspiration for their own captions (so they can write in a way that is more true to their voice)!
3. Keep the focus on the heart of your brand
When going through a brand launch, it’s easy to get excited about finally revealing the visuals you’ve spent months creating. I get it—you just want to shout it from the rooftops!
But here’s the thing. If you only share the excitement about the way your new brand looks, there’s a good chance that the heart of that brand will get lost. So, instead of focusing solely on sharing the visuals, I really want you to share the heart behind this decision as well. The heart behind your brand. The heart behind your new season of business. This way, your audience can truly share in that joy with you. Even more importantly, by sharing the heart and values of your brand, you can inspire connection with your audience.
People will immediately be drawn to your new visuals. If you’re sharing pictures of your print collateral, your new website, the logo you’ve had designed… they’re going to be drawn to all of that. That’s the purpose of such beautiful visual pieces! But there’s an amazing (though often overlooked) opportunity to connect more deeply with your audience by simply letting them into your head a bit more.
Even though social media is incredibly visual, people want more than just pretty things to look at. In order to truly connect with your audience and form meaningful relationships with potential clients, I encourage you to share the heart behind your decision to launch. Tell them why you’ve chosen to enter this new season of business; share the values for which your new brand stands. Values are an incredible way to authentically connect with others—but nobody will know yours unless you intentionally tell them!
Bonus Tip: Launch Midweek
Surprise! I have one extra bonus tip for you, friends! And that is to launch midweek. I strongly recommend launching—whatever your launch may be for—in the middle of the workweek, AKA Wednesday or Thursday. This is most commonly the best time to launch; however, every audience is different, so I would, first and foremost, suggest that you examine your own data to detemine what’s best for your business!
So, why Wednesday or Thursday? Let’s think through the week.
- On Mondays, people are often returning to work after a weekend away. Catching up on their inboxes, trying to get a handle on the week’s agenda, and so on. It’s a bit hectic, and they might not have the mental space available to really process your launch on top of their own to-do’s. A lot of times, this bleeds into Tuesdays as well.
- By Friday, many are checked out and ready to start their weekends. Catching up on final to-do’s for the week, or possibly even ending the workweek early.
- Saturday and Sunday? You can expect most people to be out of the office. Even if they’re working, it’s likely onsite at an event, where they won’t have the time or space to be invested in your launch.
But Wednesday and Thursday? Golden days of opportunity! People most commonly have more free time on those days, more space to really receive the excitement of this launch. I typically see more engagement online on these days, as well as more successful launches overall.
Feeling ready to elevate your brand for the next season?
Friend, I cannot wait to see how you implement these tips to strategically launch your brands and businesses with so much heart and purpose in the future.
If you’re looking for someone to walk you through the process of elevating and strategically launching your brand, then let’s chat! I specialize in crafting elevated visual brands that enable you to connect authentically with your ideal clients, and it would be a true joy to design something unique and filled with intention, just for you. I’m currently booking custom 1:1 design projects, and I would be so honored to work with you. Get in touch to schedule your free consultation call today!