The best way to launch (and maintain) your new brand

Picture this: you’re about to launch your new website, and spirits are high. You’re excited to share it with the world, but you aren’t quite sure where to start. Let’s talk about how to prep for, celebrate, and maintain your brand after launch.

What should I do before launch?

Your brand encompasses every touchpoint a user has with your company, and your website is one vehicle that can help bring your brand to life. Before you launch your new brand, you will need to ensure that all touchpoints have been accounted for. Having consistency builds brand familiarity and trust with users. This means assessing and aligning all your platforms and materials with your new brand. This includes white papers, ads, blog imagery, presentations, and social media.

You will also need to align imagery accordingly, so all photography, illustrations, icons, social media imagery, and infographics should be updated. Most importantly, update your brand guidelines. They will act as a guide for all materials and assets moving forward.

Now, it’s time to start drumming up excitement that something new is coming! Consider dropping hints to users about your new brand launch. A simple social media post or a website ticker counting down to a “surprise” can work well.

What should I do right after launch?

Congrats, this is an exciting moment! Now is the time to celebrate internally with your company and teammates as well as externally with your followers. You can create buzz internally by hosting a website launch party or by sending out a video to employees announcing the launch. Your company employees are brand ambassadors, so you want them to be just as excited about the new brand as your leaders are.

To get the word out externally, consider setting up a new social media campaign and post a launch announcement. You may also want to write a blog post to announce the new brand launch and drive users to the site.

What should I do long-term?

After all the buzz of the launch has quieted down, the brand maintenance phase kicks in. Maintenance is a key factor in creating sustainable brand growth and long-term momentum, and it can be enjoyable, especially once you start reaping the benefits.

It all comes down to consistency. Continue to foster the connections you made during the launch and engage with your audience. Set a cadence for blogs and email newsletters, and have some fun with social media. Generate social engagements with challenges, hashtags, and polls. Give the website some love too!

Your brand is ever-evolving, so it’s a good idea to periodically assess the initiatives and goals you’re trying to push and realign accordingly.

Need a hand?

Looking for help to reach your goals and to keep your brand in tip-top shape? Or maybe you’re looking for a partner as you build your brand from the ground up. Imarc’s brand experts are here to lend a helping hand!