How to Write Your Business’s Brand Launch Plan

You can launch your business’s brand without a plan or with a plan that exists only in your head, but you shouldn’t. Launch your brand with it all in writing so that you can stick to your timeline, strategy, and budget, and meet your objectives:

1State your brand introduction message.

Follow the template in this figure.

2Benchmark your pre-launch situation.

Determine your brand’s current levels of awareness, emotional connection, distinction, credibility and trust, and sales. Filling in this figure’s table can help you.

3Set your market launch objectives.

Prioritize what you want your launch to accomplish and pin each priority to a measurable outcome, such as a percentage increase in brand awareness.

4Define your target market.

You need to direct communications specifically toward this group.

5Define your business's brand promise and brand character.

Convey these aspects in all brand communications and experiences.

6Establish your brand introduction strategies.

These strategies include your product strategy, distribution strategy, pricing strategy, and promotion strategy.

7Detail your marketing tactics.

Include how you’ll use advertising, publicity, promotions, online marketing, sales efforts, packaging, and point-of-sale efforts to introduce your brand.

8Establish your budget.

Use the worksheet in this figure to estimate costs involved in implementing your marketing tactics.

9Create your action plan and timeline.

Get in writing what you want to do and when so that you can make sure you stay on track.

10Measure and monitor your success.

Decide what markers you can use to indicate whether your new brand is having the effect you want.