Launching your brand to the world:
Interestingly your brands external rollout is less important than building your team and organisation’s support around your brand. The biggest value of the external launch is the ability to create focussed attention – even if it’s short lived.
A new brand’s introduction to the world is a chance to make a good first impression. It provides a platform to declare your values, what has changed and why your company matters to your intended audience.
You can approach an external launch in one of two ways:
1) Launch your new brand with a fanfare, with press releases, a big reveal and even a brand launch event.
2) Roll out your brand slowly with little or no noise. In this way, parts of your brand may be developed over a period of weeks or months, and over time your brand identity takes shape.
Which approach you choose is up to you. The first has more PR potential, but it requires building out much of your brand up front. The latter may feel anticlimactic, but it gives you the freedom to develop your brand in a lower-pressure, more natural way.