Brand Implementation Strategy
How to launch a brand for maximum impact
Your brand is a big investment, in both time and money. But that investment needs to quickly start generating opportunity and growth for your business. But bringing a brand to life takes more than a big reveal—it takes a fully connected ecosystem, and a comprehensive implementation strategy to ensure your brand becomes the truly transformational force it was meant to be. Through a brand’s unique lens, we build integrated launch and implementation strategies that deeply engage internal teams and build momentum across the marketplace. Our process combines brand launch strategy with employee indoctrination, training, tools and practices for ensuring both internal and external expressions of the brand are consistent and impactful long term.
Creating the roadmap for a successful launch
The success of a brand launch is often determined before it even begins. While many are eager to unveil their new brand to the world, it cannot happen overnight and cannot be done successfully without a strategic launch plan. Unveiling is a pivotal moment that requires meticulous planning, including the development of key messages, a communication plan, and internal and external engagement strategies.
Making a powerful first impression is a complex process with many steps and considerations.
Who are your key audiences? What does this new chapter mean for your employees, stakeholders and customers? What is the meaningful purpose behind the brand and why should it matter? Thoughtful planning and communication are the keys to unlocking the full potential of your brand in the eyes of your audience. We help bring all of the moving parts together into a cohesive implementation strategy that provides our clients with a well-guided path to effectively communicate the new brand, build excitement and drive business growth.
An effective brand launch starts from the inside out
Your people become your first line of fans and communication when you launch a brand. It’s critical that all internal stakeholders, from leadership to employees to board members embrace this new chapter, and thoroughly understand how to articulate it and live it every day. This is the first and most imperative step in any brand launch and implementation strategy.
Through employee training workshops, brand guidelines development and other strategic resources, we arm leadership and employees with the knowledge and tools to integrate the brand into daily actions, shape culture, and create meaningful brand experiences. Elevating and leveraging internal champions not only generates confidence, alignment and growth, it also enables you to connect the brand to the marketplace in a meaningful way and ensure consistency across all touchpoints.
Leveraging brand in the built environment
A visually cohesive and engaging environment helps strengthen the connections between your brand and your people. Having your space reflect your new brand, values and culture not only enhances brand recognition, but also can lead to stronger employee engagement, pride and loyalty. Incorporate brand elements into your physical space through impactful signage and graphics that tell your story in a tangible, memorable way.
Brand activation—Now and into the future
Timing is a critical element in any successful brand launch strategy, recognizing that introducing a new brand is not a one-off event. Creating a detailed timeline of communications along with a brand migration plan is essential to minimize confusion and maximize impact.
A good place to start is mapping out all the places your brand is expressed, both internally and externally.
This includes your website, social media channels, marketing collateral, signage, business cards, email signatures and so on. That becomes the foundation for transitioning out with the old and in with the new. You’ll then be able to effectively integrate the new brand across all core assets and communication channels, and activate your brand consistently now and into the future.
Translating your new brand in the digital space.
One of the most visible and impactful places to bring your brand to life is your website. But launching a redesigned website is much more complex and nuanced that just updating a logo or color palette on an existing site.
Our web strategy work helps businesses build a highly visible extension of their brand in the digital space, leveraging technology, design, architecture, content and experience to create an active digital presence.
Seeing beyond the big reveal
A successful brand launch is just the beginning. A brand is a journey, not a destination. It’s a living, dynamic entity that requires continuous attention, monitoring and adjusting in order for its presence and impact to continue to grow and thrive long term. Ongoing analysis helps identify areas for improvement, ensuring the brand remains relevant and compelling for years to come. It’s a commitment, but an invaluable one, and well worth it when it comes to moving your brand forward.