A guide to launching a new brand to your internal audience.

Launching a new brand is an exciting endeavour that can breathe fresh life into your organisation and connect with your target audience in meaningful ways. However, before your brand can make its debut to the world at large, it's crucial to introduce it to your internal audience first.??

Your employees are your brand's first advocates and ambassadors, and their understanding and enthusiasm are essential for a successful launch. Involving your employees by holding an internal launch also encourages strong employee engagement and motivation.?

Here, we will explore our nine key steps to effectively launch a new brand to your internal audience.?

1. Define Your Brand Story?

Every great brand has a compelling story. Before you share it with your employees, you need to define it clearly. This story should encapsulate your brand's history, values, mission, and vision. Consider creating a brand book or document that outlines these essential elements, as it will serve as a reference point for your internal communication efforts.??

2. Build Internal Alignment?

Alignment across all levels of your organisation is crucial for a successful brand launch. Ensure that your leadership team is fully on board with the new brand and its goals. Host workshops or meetings to discuss the brand's purpose and how it aligns with the company's mission.?

3. Create a Brand Launch Team?

Appoint a dedicated brand launch team responsible for planning and executing the internal launch. This team should include individuals from various departments, such as marketing, human resources, and internal communications. Their role is to oversee the entire process and ensure everything runs smoothly.?

4. Develop Internal Communication Materials?

Craft clear and concise internal communication materials that convey the essence of your new brand. These materials can include:?

• Brand Guidelines - Create a comprehensive document that outlines brand elements like logos, colour schemes, fonts, and messaging guidelines. Distribute this guide to all employees so they understand how to represent the brand consistently.?
• Brand Presentation - Develop a presentation that tells the brand story, highlights its significance, and explains how it will impact the organisation. Use this presentation during internal meetings and training sessions.?
• Training Materials - Develop training materials or modules to educate employees about the new brand. Ensure that these materials are accessible and engaging to make the learning process enjoyable.?

5. Engage and Educate Your Employees?

?Engage your employees in the brand launch process. Organise workshops, webinars, or training sessions to educate them about the brand's values, messaging, and positioning. Encourage open discussions and address any questions or concerns they may have.?

?6. Create Brand Ambassadors?

Identify and nurture brand champions within your organisation. These individuals can play a crucial role in promoting the new brand internally. Encourage them to share their enthusiasm and knowledge with their colleagues and teams.??

7. Launch Internally?

?Choose a specific date for the internal brand launch and make it an event within your organisation. Consider hosting a launch party, distributing branded merchandise, or organizing team-building activities that incorporate the new brand.?

?8. Collect Feedback?

?After the internal launch, gather feedback from your employees. Their insights can be invaluable for fine-tuning your brand strategy and addressing any concerns that arise during the launch process.?

?9. Sustain and Evolve?

A brand is not static; it evolves over time. Continue to engage with your employees and provide ongoing training and resources to help them embody the brand's values. Monitor how the brand is perceived both internally and externally and adjust as needed.?

Launching a new brand to your internal audience is a critical step in the overall brand launch process. By carefully planning and executing this phase, you can ensure that your employees are not only aware of the new brand but also actively engaged and aligned with its goals.??

Their enthusiasm and support will be instrumental in successfully introducing your brand to the wider world. Remember that a well-informed and motivated internal audience can be the driving force behind your brand's success.?

?Get in touch to learn more about how Prime Mix can help with your internal branding.?