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What are the key steps to launch or rebrand a brand?

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Launching or rebranding a brand is a complex and strategic process that requires careful planning, research, execution, and evaluation. Whether you want to create a new identity, refresh an existing one, or pivot to a different market, you need to follow some key steps to ensure your brand is relevant, consistent, and impactful. Here are some of the essential steps to launch or rebrand a brand successfully.

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1 Define your goals

Before you start working on your brand, you need to have a clear vision of what you want to achieve and why. What are the main objectives of your launch or rebrand? Who are you targeting and what are their needs and expectations? How do you want to position yourself in the market and differentiate yourself from the competition? How do you want to communicate your value proposition and personality? Having a well-defined set of goals will help you align your brand strategy with your business strategy and measure your results.

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Leon Nussbaumer

EVP & Culture Activator @HubSpot
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This is old but gold, set clear objectives for your brand and quantify them using explicit and measurable criteria. Instead of establishing a general objective like "increase brand awareness," for instance, use a specific, quantifiable target like "increase brand recognition by 20% within six months." This makes it possible to monitor development and assess success more effectively.

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Ehren Muhammad

Digital Marketing | Brand Consultant | Podcast Host
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The fundamentals never change, and the same goes for a rebranding. If you don't know what your goals then how can one ever reach them. The fact is clarity of knowing one's goals comes down to two things, first being honest about what can be achieved and what you want to achieve. Second, being honest about what position you are currently and the challenges that are out there. Basically conducting a SWOT analysis. This being another foundational practice that every business, no matter what stage, whether it's a brand launch, a brand relaunch or starting your business in scratch, Every business must clearly analyze its current situation and where it wants to be.

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Paul Garcia

Strategic Brand Unification | Product Development | Contemporary Marketing Methodology
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I recommend an exercise called "Archetypes in Branding" if you've not done it before. It uses a 3-pass process of narrowing down the personality of your brand. As few executives as possible should participate 2-3 maximum. Once you understand "who" your brand is, then take the next steps to detail how this archetype communicates with external and internal customers. If you don't even sharply understand how you expect to be perceived, you can't possibly make yourself effective when communicating with others. A brand is not set of goals or a strategy or value proposition (that's why those things have separate names), it is the essence of what it's like to do business with your enterprise. Annually examine whether your archetype still fits.

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2 Conduct a brand audit

A brand audit is a comprehensive analysis of your current brand performance, strengths, weaknesses, opportunities, and threats. It helps you identify what is working well and what needs improvement, as well as any gaps or inconsistencies in your brand identity, image, voice, message, and experience. A brand audit can also help you understand how your customers, employees, partners, and stakeholders perceive your brand and what they value most about it. By conducting a brand audit, you can gain valuable insights and feedback that will inform your launch or rebrand decisions.

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3 Develop your brand identity

Your brand identity is the visual, verbal, and emotional expression of your brand. It includes elements such as your name, logo, tagline, colors, fonts, icons, imagery, tone, and style. Your brand identity should reflect your goals, values, personality, and positioning, as well as appeal to your target audience and stand out from the crowd. To develop your brand identity, you need to follow a creative process that involves brainstorming, sketching, testing, and refining your ideas until you find the best solution.

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4 Implement your brand strategy

Once you have your brand identity ready, you need to implement it across all your touchpoints and channels. This means applying your brand elements consistently and coherently to your website, social media, email, packaging, signage, advertising, and any other medium or platform where you interact with your customers and stakeholders. You also need to ensure that your brand strategy aligns with your product or service quality, customer service, pricing, distribution, and other aspects of your business operations. By implementing your brand strategy effectively, you can create a memorable and positive brand experience for your audience.

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5 Launch or rebrand your brand

The launch or rebrand of your brand is the moment when you introduce or reintroduce your brand to the world. It is a crucial step that requires careful planning, coordination, and promotion. You need to decide when, where, and how to launch or rebrand your brand, as well as who to invite and what to say. You also need to create a buzz and excitement around your brand, using various tactics such as events, press releases, social media campaigns, influencers, giveaways, and more. The launch or rebrand of your brand is an opportunity to showcase your brand story, vision, and value, and to generate awareness, interest, and engagement.

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6 Evaluate your results

The last step to launch or rebrand a brand is to evaluate your results and measure your impact. You need to track and analyze various metrics and indicators that reflect your brand performance, such as awareness, recognition, reputation, loyalty, satisfaction, advocacy, and sales. You also need to collect and review feedback from your customers, employees, partners, and stakeholders, and learn from their opinions and suggestions. By evaluating your results, you can determine whether you have achieved your goals, what worked well and what didn't, and what you can improve or change in the future.

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Alekhya Chakrabarty

Father. Doodler. Quizzer. Sports fanatic. Also marketer.
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One thing I have found helpful to evaluate the success of a launch is the repeat rate. How much is the repeat rate of a newly launched product needs to be tracked. And one needs to track how soon are the repeats happening. a good practice is to set up your own panel of track in a few focus outlets . And not depend on a research agency. Second , it’s best to keep checking with your first few users about the initial feedback on the product . They give clues to you as to what needs to be amplified in your communication.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the key steps to launch or rebrand a brand?

1

2

3

4

5

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7

1 Define your goals

2 Conduct a brand audit

3 Develop your brand identity

4 Implement your brand strategy

5 Launch or rebrand your brand

6 Evaluate your results

7 Here’s what else to consider

Brand Management

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What are the key steps to launch or rebrand a brand?

1

2

3

4

5

6

7

1 Define your goals

2 Conduct a brand audit

3 Develop your brand identity

4 Implement your brand strategy

5 Launch or rebrand your brand

6 Evaluate your results

7 Here’s what else to consider

Brand Management

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