Big bang or slow reveal with your B2B brand launch? ?? - Part two ??

Part two of an article by co-founder and director of Shaped By Nick Farrar.

Big bang or slow reveal?

We’re in B2B tech marketing and that usually lends itself to a long buying cycle. Thinking about how you introduce your new brand to your various audiences the right way is so important. It’s more than just a big single day, a new brand launch is a complete lifecycle.

The big bang will give you instant traction and publicity. In the short term that’s great for your inner circle (your team, your existing clients, and possibly potential leads who are already further down the funnel). It can also give your team a morale and culture a boost. But unless you have the budget and strategy to carry some of this momentum forward in the long term, it can come across as a bit of a vanity project and damage your culture.

Share the brand vision and talk the team through the brand's visual journey. Taking people on this journey helps them understand how you want to present the company.

Externally, think about the importance your brand plays in your sales and marketing strategy and the role it plays in generating demand for what you do. The vast majority of your prospects are out of the market at any one time (95%) so you need a long-term strategy for how you launch your brand so it reaches everyone. Building awareness and equity in your brand is a long-term investment.

So, when it comes to the question of the big bang or slow reveal, much like when asked ‘starter or dessert?’ the best answer is, of course, both. Look after those closest to you with some great launch activity but plan the slow reveal/ongoing activity to ensure you are true to your brand and you are building that awareness with all your audiences over the long term.

?? Watch out for pitfalls

There are plenty to watch out for, but here are the key ones you should bear in mind.

Look after those who are closest to you and your company. Your internal team (including any investors), your existing customer, your suppliers, your prospects, your potential customers, the media, and then everyone else.

Companies are notoriously bad at engaging with their employees. Don’t take our word for it – according to Gallup 74% of employees think they are missing out on company news. And research from IBM Watson Media highlighted that 72% of employees don’t have a full understanding of the company’s strategy.

Don’t leave anyone in the dark with a brand launch or make them feel less important than people outside your business. Your brand is so intrinsically linked with your culture. Get your internal team on board and get them excited. Let them know how they can use your new brand and give them the tools they need to do it effectively.

Don’t forget that change can scare people… During your brand launch put your arm (metaphorically) around your customers. Tell them why you’ve changed and any positive impact it will have on your relationship. Tell them upfront – don’t let them read a company update on LinkedIn – that will really upset them.

Not planning to successfully migrate your assets

When we’re working with a brand on a launch, we tend to migrate assets in tiers. Comb through your website and digital marketing hub and find everything you need to edit and re-upload to carry the new branding. Build a spreadsheet, tick them off in advance and make sure on the launch day you only need to update the links to the new files.

?? Resting on your laurels

Don’t forget the launch is only the beginning of your new brand. It sets the stage for new content, marketing campaigns, advertising initiatives, and more.

Alongside each of these new efforts should be vigilant brand maintenance and ongoing brand development.

You should never grow complacent or rest on your laurels when it comes to moving your brand forward. A brand is a living, dynamic entity that needs continual attention to thrive. Don’t be afraid to tweak and evolve and be ahead of the curve when needed.

What’s at stake is nothing less than the connection you cultivate with your customers, the loyalty they engender because of it, and the brand equity that results in higher valuation over time. So, whatever you do, don’t take your foot off the gas.

Ready for the big reveal? Drop us a DM to chat about your brand launch.?