How to launch a brand
One of the most frequently overlooked considerations of launching a successful business is that it's not simply about the product — it's about the brand.
Creating a brand means developing an entire identity & ecosystem that's larger than the actual product you're trying to sell.
Branding is driven by strategy and is meant to connect with a target audience based on solving a specific need or desire.
Think of Red Bull — the brand itself embodies so much more than the actual product. They know exactly who their target audience is, and they've developed an entire ecosystem that hits this audience at every level.
YOUR brand doesn't need to be this ambitious, but it should follow a similar formula!
When you ask how to launch a business, what you really should be asking is how to launch a BRAND. Here are the steps you should consider!
1. Define your audience
Who is your target customer? Define them in every way possible, including:
Demographics
Personality
Interests
Behaviors
Desires
Challenges
Once you know your target audience you can formulate your brand in a way that speaks to them.
2. Develop your brand strategy
What is the WHY behind your brand? Define your:
Vision: What is the future vision for your business? What problem do you aim to solve?
Mission: What is your purpose? What does your audience want and how will your business uniquely address it?
Value proposition: What unique transformation do you offer? Why would someone choose you over competitors?
Brand values: What are the key principles guiding your business?
3. Design your brand identity
Your brand identity defines how your brand shows up in the world — almost like giving your brand a personality. This should be consistent across all platforms to establish brand recognition (so people know who you are before even seeing your business name).
Your brand identity includes:
Colors
Fonts
Aesthetic
Brand voice
Logo
4. Create your marketing plan
What channels are you using to market your business? Figure out where your target audience is and how to reach them.
Marketing can include:
Digital: email, social media, search engines, paid ads
Traditional: print, television, radio
In person: networking, word of mouth
Here are more tips on how to promote your new brand online after your launch.