Business owners tend to search out the latest marketing tricks when thinking about how to launch a new brand, but where they really need to start is in the brand strategy phase. We recently hosted a Clubhouse room on this topic, and our roundtable of experts landed on 3 strategies for successfully launching a brand.
Based on your deep knowledge of your audience, tell them a story about your brand that they can connect with and share with others like them that hold their same beliefs, attitudes and passions. Provide an opportunity for people to come together around a theme they hold dear or that makes them feel something. Create a social space for them to connect with you and each other (think social media, blog, podcast, etc.).
Then, design swag with your visual brand for them to proudly wear or display. Swag is a great way to promote your startup and expand the reach of your community. Some ideas include t-shirts, stickers, flags, hats or whatever your audience likes. Form a tribe, a culture, movement or trend around your core brand messaging and visual identity that people want to show they are a part of. A sense of belonging builds community, creates buzz and breeds brand ambassadors.
When it comes to challenges and pain points, consumers and clients are looking for expert advice from people. Nobody is seeking a brand for the answers; they are looking for a solution to their problem. That’s why it’s important to be a thought leader with a kick-ass brand behind you! Use your expertise (also known as the driving force of your company) to bring your brand into the conversation. Utilize your personal brand to build the company brand and drive awareness.
Focus on one service, product or audience. Niche down to a specific audience persona and their needs. Ask yourself, “What is the one thing we can be known for that nobody else is doing but that our people are demanding?” What is your target audience searching high and low for? Frustrated that this solution does not exist? Be so good at providing the solution that it’s clear to the market, your brand is the only answer. By launching with this positioning and becoming wildly successful at that one thing, you can then expand your niche when your die-hard fans are asking for more.