A brand launch introduces your brand’s story, value, and products or services to potential customers. For an effective brand launch, use a combination of marketing tactics and ad solutions to help customers discover your business.
Whether you’re just starting your business or creating a new one, how you launch your brand to consumers can greatly impact your business’s growth and your customers’ perceptions. Depending on your marketing goals, your brand launch can be modest, starting with launching across a few digital channels or grander—with an expansive marketing plan that covers digital and physical activations.
In this guide, you’ll learn the basics about launching a brand, why it’s important, and some brand-building techniques.
If you plan to launch a new product or business, you need an effective public relations strategy to tell the world about your endeavor.
You have more choices nowadays than ever before when it comes to choosing powerful PR tactics. You can use both traditional offline PR methods as well as online marketing. Let’s look at some of the best ways to leverage PR to ensure your next product or idea succeeds. Product launches involve many moving parts that must be synchronized to deliver success.
A PR team is among the most important parts and is tasked with generating the coverage and attention that is the oxygen of any product launch. Having a detailed PR roadmap can lead to more and better coverage and turn up the volume on everything associated with a new launch. A lot of work must be done before your new product even gets near a single store shelf, so let’s look at the elements of a great PR product launch strategy.
A brand launch is the process of introducing your business to the world. A successful launch involves your brand having clear business goals, an understanding of customers, knowledge of your industry, like how your business shows up among your competitors, and a solid brand message and marketing strategy.
During your brand launch, you can decide how you want audiences to experience your brand and how you’re positioning your business in the marketplace. You do this through your brand messaging and by communicating your core values.
Ahead of any successful brand launch, some prework needs to be done.
During this pre-launch stage, your brand should identify which consumers might be interested in your products, what value your brand or product brings to the industry, how you communicate that value proposition through your creative assets and messaging, and how much marketing budget you’re allocating to your launch campaign.
The pre-launch stage is also a great time to test and learn which digital or social channels best support your brand’s marketing needs.
Building a brand launch strategy requires research, planning, organization, and implementation. For a successful launch, brand leaders will identify their audience, understand their industry, know what problem they’re solving, solidify their brand messaging, and outline their launch goals.
Below is a list of tips to consider when launching a brand for the first time.
Your customers should be top of mind throughout your brand launch plan. To help identify relevant customers, think about the problem your brand aims to solve. You should answer who your customers are, what they care about, what their problems are, what products they are likely using or seeking to address their issues, and how your brand can help them meet their needs.
You can even make use of shopping signals and insights to get a better understanding of potential customers using advertising solutions. This additional information can help develop a more relevant marketing plan that resonates with consumers.
From your brand’s logo design to your communication materials for your website to your social media presence, defining your brand identity is crucial to a brand launch.
A clear brand identity can help boost your brand’s recognition with audiences, increase its credibility with consumers, and better define what makes your company unique.
In this webinar, you can learn more about building your brand’s identity with Amazon Ads.
A new brand launch strategy can help you organize pre-, peri-, and post-launch activities. Your strategy should include how you’re promoting your core product during your brand or product launch. These campaigns should be geared towards helping your brand reach the most relevant shoppers who may be interested in your products.
During your strategy development, you’ll also be doing research and testing. This includes assessing which brands are in your category and how they market to their audiences. Also, you can use this time to gather consumer feedback and understand what messaging resonates with them to build an effective communication strategy.
And once you do launch your brand, use this as an opportunity to test your campaign messaging, creativity, and the channels where you’re promoting your messaging. Sometimes, small adjustments can help a campaign soar.
Brand launches typically extend beyond the initial Day 1 debut. By building a launch calendar, you can stay organized and visualize your marketing roadmap better.
Your timeline should include your brand launch kickoff, the messaging, and creative assets you’re deploying through your campaign flight, the digital channels you’re using to help promote your messaging, the destination where you’re driving your consumers, your paid campaign activations, and the campaign launch end date.
Even before you launch your brand, you can build hype with the help of influencers, paid campaigns, and strategic partnerships. Getting media or influencers to speak about your brand before or after your business launch can help your brand drive engagement and connect with new customers.
You can also build hype by using ad products like Sponsored Display, which can help your brand spread awareness on and off Amazon. Another example is using solutions like Amazon Live, which can help your brand work with content creators and influencers to promote your products and services during your brand launch.
Creating measurable campaigns can help you better track your marketing success. By setting up PR and advertising campaigns with advertising tools that run during your brand launch, you can better ensure you’re reaching a wider audience. Print, electronic, and online media can help you reach targeted clients.
You can also build hype by using ad products like Sponsored Display, which can help your brand spread awareness on and off Amazon. Another example is using solutions like Amazon Live, which can help your brand work with content creators and influencers to promote your products and services during your brand launch.
Certain basic PR tactics should be used when you are releasing a new product, starting a business, or want to tell the public about any new business-related development.
Press releases are the best-known PR technique of all. Press releases were done long before the Internet, though now they are mostly handled online. Creating thorough, professionally designed press releases conforming to the industry format is important. For example, always include dates, locations, and contact information. You can find templates for creating press releases on the web. Both free and paid press release services will distribute your press release to various news agencies.
Always create press releases as authentic news stories rather than writing them like ads. While press releases are an essential foundational PR technique, they should only be relied on partially for publicizing your launch or event. The media is saturated with press releases, so getting yours noticed can take a lot of work.
Be sure to include rich media and as much context as possible in your releases to gain the most SEO value and impressions for your information.
Giving away samples is one of the best ways to get publicity for anything. The way this is handled will depend on whether you are promoting a physical product, a digital product, or a service.
In all cases, however, you can find some way to give people a free sample of what you’re offering. In the case of a physical product, you can give away free physical samples. This works especially well with items that can be consumed in small amounts, such as food, beverages, or health supplements. When it comes to giveaways, you can distribute coupons or promo codes online.
You can also have physical coupons sent out in the mail, included in print ads, or posted on bulletin boards. For online products or services, you can give away free trials. You can make the first chapter available for free in a digital book. You can give away free trial memberships with any membership, whether online or offline.
Fitness centers commonly use this tactic, letting people use the facility for a week to entice them into signing up.
It’s often possible for new or smaller businesses to partner with more established companies to gain publicity for a new product.
This must be approached correctly, as both businesses must have a clear way to benefit. This works best when you have something that complements the other business’s sales without being competitive.
For example, you may want to team up with a web design firm if you offer SEO services. In this situation, the company that builds websites might include your services as part of a package deal, which benefits both of you.
Or, if you make some diet product or nutritional supplement, you could partner with someone specializing in exercise or fitness programs.
It would be best if you did not overlook the value of doing live, offline events when considering PR strategies. This is natural for brick-and-mortar businesses but can be used for any business.
Live events can include many possibilities, from the conventional to more outrageous guerrilla marketing tactics or Stunts.
Having a booth at a trade show is a good way to network in person and let people know about your new product or business.
You can sponsor local charity events, such as concerts or sporting events. You can organize the event yourself or be one of the sponsors.
These can involve hiring actors to dress up in costume in public to help show off your product. Other tactics include:
These guerrilla marketing-type actions aren’t for everyone and carry a certain risk. They can, however, be good for drumming up publicity.
Video marketing can be an effective part of any public relations campaign.
Videos can be done in any number of ways, from you appearing in the video yourself, hiring actors, or creating slideshow-type presentations. Of course, more outrageous guerrilla marketing-type events should also be filmed. Videos can be distributed across social media and your business blog or website.
Videos help give your marketing more legs and a wider reach when your brand can pitch the video after the initial story has died down.
Public relations can help you successfully launch a new product or business. You must find the approach that’s best for your project.
When thinking about how to approach PR, it’s best to include as many diverse techniques as possible. Rather than thinking about doing A, B, or C, think of doing A, B, and C.
That’s the best way to maximize the influence of your PR campaign.
You’re ready to launch your brand once you’ve done your prep work, finalized your assets, and developed your campaign messaging.
Before launching your brand, you should know exactly where you’re asking your new customers to go. Are you encouraging customers to visit your website, online shop, or social media channel?
Having a clear destination and call to action (CTA) can help you communicate the action you hope your customers will take when they see your marketing. Still, it will also help you better measure your insights post-launch to gauge your campaign’s effectiveness.
Creating your own branded Amazon storefront using Stores can help your brand create a centralized place where new customers can visit, learn about your brand story, and purchase your products.
Whether you’re doing a soft rollout or a hard launch, you need to pick a day to debut your brand officially and know which media channels you’ll be using to communicate your brand launch.
After the official launch day, your brand may run a campaign for a few weeks to generate buzz and excitement for your brand.
During this time, you may spend the advertising budget to help promote your marketing to reach relevant audiences better. Amazon DSP is one way your brand can reach relevant customers on and off Amazon to drive awareness for your brand.
As your campaign flight continues, use this time to analyze your insights to see which media channels have been the most helpful in driving audiences to your website or product pages.
Once you’ve launched your brand, it’s important to track how your campaign is performing by analyzing key performance indicators (KPIs) across the digital channels you’ve utilized.
Suppose your campaign on a particular channel performs better. In that case, you can adjust your marketing strategy by using different creative assets to boost engagement or, if you’re running a paid campaign, by adjusting your tactics. Optimizing your campaign by changing your marketing strategy can help you reach a wider audience segment you may have missed initially when your brand was first launched.
Amazon Cloud Marketing can help your brand better measure key analytics from your on-Amazon marketing securely and efficiently. And Amazon Marketing Stream can help you get hourly Amazon Ads campaign metrics in near real-time.
Having a booth at a trade show is a good way to network in person and let people know about your new product or business.
You can sponsor local charity events, such as concerts or sporting events. You can organize the event yourself or be one of the sponsors.
These can involve hiring actors to dress up in costume in public to help show off your product. Other tactics include:
These guerrilla marketing-type actions aren’t for everyone and carry a certain risk. They can, however, be good for drumming up publicity.
Video marketing can be an effective part of any public relations campaign.
Videos can be done in any number of ways, from you appearing in the video yourself, hiring actors, or creating slideshow-type presentations. Of course, more outrageous guerrilla marketing-type events should also be filmed. Videos can be distributed across social media and your business blog or website.
Videos help give your marketing more legs and a wider reach when your brand can pitch the video after the initial story has died down.
Public relations can help you successfully launch a new product or business. You must find the approach that’s best for your project.
When thinking about how to approach PR, it’s best to include as many diverse techniques as possible. Rather than thinking about doing A, B, or C, think of doing A, B, and C.
That’s the best way to maximize the influence of your PR campaign.
Launching a new brand has many benefits. But to do it successfully, you should ensure clarity that might lead to launch complications or failure. According to Harvard Business School professor Clayton Christensen, about 30,000 new products launch yearly, and 95% fail.
Here’s a list of some useful tips:
Before launching your brand, you should know exactly where you’re asking your new customers to go. Are you encouraging customers to visit your website, online shop, or social media channel?
Having a clear destination and call to action (CTA) can help you communicate the action you hope your customers will take when they see your marketing. Still, it will also help you better measure your insights post-launch to gauge your campaign’s effectiveness.
Creating your own branded Amazon storefront using Stores can help your brand create a centralized place where new customers can visit, learn about your brand story, and purchase your products.
Whether you’re doing a soft rollout or a hard launch, you need to pick a day to debut your brand officially and know which media channels you’ll be using to communicate your brand launch.
After the official launch day, your brand may run a campaign for a few weeks to generate buzz and excitement for your brand.
During this time, you may spend the advertising budget to help promote your marketing to reach relevant audiences better. Amazon DSP is one way your brand can reach relevant customers on and off Amazon to drive awareness for your brand.
As your campaign flight continues, use this time to analyze your insights to see which media channels have been the most helpful in driving audiences to your website or product pages.
Once you’ve launched your brand, it’s important to track how your campaign is performing by analyzing key performance indicators (KPIs) across the digital channels you’ve utilized.
Suppose your campaign on a particular channel performs better. In that case, you can adjust your marketing strategy by using different creative assets to boost engagement or, if you’re running a paid campaign, by adjusting your tactics.
Optimizing your campaign by changing your marketing strategy can help you reach a wider audience segment you may have missed initially when your brand was first launched. Amazon Cloud Marketing can help your brand better measure key analytics from your on-Amazon marketing securely and efficiently.
And Amazon Marketing Stream can help you get hourly Amazon Ads campaign metrics in near real-time.
Launching a new brand has many benefits. But to do it successfully, you should ensure clarity that might lead to launch complications or failure. According to Harvard Business School professor Clayton Christensen, about 30,000 new products launch yearly, and 95% fail.
Here’s a list of some useful tips:
Your brand message, value proposition, and expertise should be clear. What are you offering your customers? Why should they care? What can they gain by interacting with your brand?
The answers to these questions should be transparent to your audience when interacting with your marketing content.
Being memorable may seem simple enough—for example, having a great name or recognizable branding—but your brand must stand out to audiences.
Choose a brand name that’s easy to spell. Create a catchy tagline or distinctive logo that helps audiences recall your brand quickly. Brands that are too vague or generic in their look, feel, and message will get lost in the digital noise that audiences face daily.
Sloppy interfaces, broken links, and confusing websites can all lead to a bad user experience, which can turn off new customers.
Ensure your website and your products or services are easy for customers to find, access, and purchase.
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