6 Core Ingredients of a Successful Brand Launch

Your brand defines who you are as a business and what you stand for.

From a consumer’s point of view, it is how they see you and whether they would like to interact with you.

Launching (or relaunching) a brand is a delicate matter. Getting only part of it right may cause inconsistencies which can hurt you further down the road.

Have a look at this checklist that outlines the necessary steps and consequent materials to help guarantee success with your launch.

Ingredient # 1. Brand Strategy

Before launching your brand, make sure you have established your brand foundation. Brand foundation includes your:

  • heart
  • mission
  • vision
  • values
  • Brand DNA

If you haven’t identified your foundation yet, it might mean that you haven’t thought enough about your overarching business strategy. This can hurt your business in the long run.

I have launched a free brand canvas that can help you start this process. Download it here. The bigger strategic picture includes your brand strategy, business strategy, and goals. This trifecta of strategy is your foundation.

What do you want to achieve in the upcoming years?

  • Your goals should be both ambitious and realistic but not limiting.
  • Your short-term goals should embody your potential now and long-term goals should focus on how you are going to use this potential to grow your business.

To understand more about what it means to think strategically and how you can start thinking creatively, you can check this blog post for tips.

Who is your target audience?

This is an important question to consider for both your business plan and brand strategy. If you know your audience, you will know their:

  • needs
  • wants
  • fears

You can use this insight to determine what your business can offer to satisfy their wants and needs. You will know which brand personality your audience prefers and how you can adjust your tone of voice to attract them.

This doesn’t mean that you have to adjust your entire business and brand strategy to suit the audience. If they feel a connection to you based on your Brand DNA, they will be interested in your business. However, if your brand strategy is not consistent this might scare your customers away.

If you would like to learn more about knowing your audience, it would be very helpful for you to read my blog post about customer personalities! Do you need more information about why brand strategy is important in business success? You can read about it here.

Ingredient # 2. Brand Identity

Your brand identity is your color palette, fonts, logo, and tagline.

Your color palette should be inspired by your brand personality. Choosing a brand archetype is one of the easy methods for small businesses to define a brand identity. You can use this information to help select your color palette.

Want a quick way to do this yourself? You can pick a combination of brand archetypes (not more than 3) and then go to Pinterest  to explore color palettes for the specific archetypes. Here is an example of the caregiver archetype.

If you want to know more about brand archetypes, you can read about it more here.

Have you decided on your font? You should pick a font that fits with your brand identity. Remember fonts speak louder than words! if you pick a font that is too child-like or too hard-edged, it might interfere with your brand consistency.

Do you have a logo? Logo is the first thing that the customers see and it’s also essential for brand recognition. Make sure you have a logo developed or have it redesigned so it fits with your new brand.

Not all businesses need a tagline, but it’s a catch phrase or a slogan you can use to quickly and concisely communicate what your company is about in online.

Ingredient # 3. Brand style

Your brand style is your color scheme, imagery, the style of photography, and patterns that you will use in your new or refreshed brand. For your call to action buttons, you should pick colors that are complementary to your color palette, but not used anywhere else and on anything else. The combination of your call to action button colors and your color palette will form your brand’s color scheme.

Make sure to stick to your new color scheme and the style you pick for your imagery and photography in order to be consistent in your branding. Do not forget to keep in mind your brand foundation and business strategy, so that your brand style reflects your strategy.

Ingredient # 4. Housestyle

Housestyle includes business cards, letterhead, envelopes, invoice template, email signature, and PowerPoint templates. Make sure to design or have these designed and printed ready for the launch. Make sure they include your business name, your name, logo, and color scheme.

Ingredient # 5. Social Media

Do you have social media profile links? Make sure to make your cover photos and profile photos in advance and that they are the correct size.

If you are not sure about the differences in social media graphic sizes for 2016, download the pdf of an infographic here.

Also, do not forget to adjust your newsletter templates so that it reflects your new or refreshed brand.

Ingredient # 6. Collateral

Collateral is your brochures, flyers, display materials (if applicable), fact sheets, press/media kit, and brand guidelines. These elements are important to prepare to advertise your business. This is also essential to have at your brand launch party (if you are planning one) so that you can distribute it by hand, or include it in mail with products that you sent or hand it out before or after you provide a service.

Have you heard of Canva? You can easily use it to design your collateral material. It’s very easy to learn and you can play around and see what works best for you. You can upload your own color scheme and photo filters to stay consistent with your branding. It is not for free, but it is definitely worth a try!

Ready to take the next steps in your brand launch (or relaunch)? Here’s a handy checklist that you can print and help guide your materials for the brand launch.

BONUS Quick Tips:

  • The more the merrier: share your new/refreshed brand first with your inner circle, then share with anyone who will look or listen, the more attention the better
  • Offer a freebie that incorporates your new brand or refreshed brand to grab the attention of your past customers make them feel connected and included
  • Throw a launch party and create a moment to share your new brand or refreshed brand and show your appreciation. Invite your friends, family, partners, and your current customers. You can also think about giving a small gift that reflects your new brand.


P.s If you feel like you are ready to rock to discover your new brand or refresh your existing one, I offer an intense co-created brand strategy day. Check it out here.

Who am I? 

I'm Gina Dunn, Brand Strategist and CEO of iGina - and my mission is to help entrepreneurs to define and build brands. Let's bring your brand to life!

Did you know that brand-led businesses outperform their competition by 83%? Get started by mapping out your very own brand strategy yourself with our Brand Canvas - get it here.