Branding For Dummies
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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:

State your brand introduction message.

State your brand introduction message.

Follow the template in this figure.

Benchmark your pre-launch situation.

Benchmark 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.

Set 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.

Define your target market.

You need to direct communications specifically toward this group.

Define your business's brand promise and brand character.

Convey these aspects in all brand communications and experiences.

Establish your brand introduction strategies.

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

Detail 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.

Establish your budget.

Establish your budget.

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

Create 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.

Measure and monitor your success.

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

About This Article

This article is from the book:

About the book authors:

Bill Chiaravalle served as creative director with world-renowned brand strategy and design firm Landor Associates before founding Brand Navigation, which has been honored with numerous branding, design, and industry awards. Barbara Findlay Schenck has been a marketing consultant for more than 20 years, with clients ranging from small businesses to Fortune 500 companies. In addition to her experience as a small business strategist, she's also a best-selling author and nationally syndicated columnist. Visit her website at bizstrong.com.

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