How to Launch a Brand (2nd Edition)

1. A Strong Brand Platform is the Foundation for Success

"A well-defined, easy-to-articulate strategy makes everything intuitive. The attitude, expression, and behavior of the brand simply become second nature inside and outside the organization"

Define your brand's purpose. A solid Brand Platform addresses your brand's benefits, marketplace position, target audience, and personality. It serves as the foundation for developing your brand's identity, consumer relationships, and marketing strategy.

Differentiate your brand. Identify your brand's unique selling proposition or "so-what factor." This could be a specific feature, attribute, or promise that sets you apart from competitors. Remember, consumers are triggered by emotion far more than logic, so focus on creating an emotional connection.

Understand your audience. Create detailed demographic and psychographic profiles of your ideal consumers. Consider their needs, wants, and motivations using frameworks like Maslow's Hierarchy of Needs. This deep understanding will help you tailor your brand message and offerings to resonate with your target market.

2. Naming Your Brand: More Than Just Words

"When people ask you what your company or product name means (and they will), make sure it comes with a good story to back it up."

Choose a memorable name. A great brand name should be short, easy to pronounce, and tell a story. It should be unique within your industry while still feeling relevant. Consider how it will work across different media and cultures.

Types of brand names:

• Founder (e.g., Johnson & Johnson)
• Descriptive (e.g., Kickstarter)
• Fabricated (e.g., Accenture)
• Metaphor (e.g., Puma)
• Acronym (e.g., IBM)
• Creative spelling (e.g., Lyft)

Secure your brand name. Once you've chosen a name, ensure you can obtain the domain name and social media handles. Conduct thorough trademark searches to avoid legal issues down the line.

3. Identity Design: The Visual Voice of Your Brand

"If you can't explain the idea (behind the logo) in one sentence over the telephone, it won't work"

Create a timeless design. Your brand identity should be simple, distinct, and flexible enough to work across various media and sizes. It should tell a story that aligns with your brand platform and values.

Components of great identity design:

• Timeless
• Unique/Distinct
• Tells a story
• Simple
• Flexible
• Works well at both large and small sizes
• Adaptive (if needed for sub-brands)

Consider future growth. Design your identity with potential brand extensions in mind. Create a system that can accommodate sub-brands or product lines as your company grows.

4. Color and Typography: The Silent Communicators

"Design choices like color, layout, and font can compel the right audience to buy when they are used correctly—or repel your audience from buying when they are not"

Choose colors strategically. Colors evoke emotions and associations. Select a palette that aligns with your brand personality and differentiates you from competitors. Consider how colors will work across different media and cultural contexts.

Color considerations:

• Emotional associations
• Competition
• Readability
• Color theory

Typography matters. Select fonts that support your brand identity without competing with your logotype. Consider readability across different media and sizes. Establish a clear hierarchy of typefaces for headers, body text, and accents.

5. Photography: Bringing Your Brand to Life

"Custom photography requires a more significant investment of time and money overall, but the benefits of having a unique photographic expression will serve your brand in the long term."

Invest in custom photography. While stock photos are convenient, they often lack the unique perspective needed to truly represent your brand. Custom photography allows for originality, brand customization, and a consistent artistic vision.

Planning a photo shoot:

• Define usage (website, brochure, social media, etc.)
• Set a timeline and budget
• Determine number of shots needed
• Decide on focus (people, products, locations, etc.)
• Consider additional needs (models, props, locations, etc.)
• Choose a photographer with branding experience
• Define the story you want to tell through imagery

6. Crafting a Compelling Brand Voice

"What you say and how you say things shape the perception of your brand."

Develop a distinctive voice. Your brand voice should reflect your brand personality and resonate with your target audience. Consider tone, character/persona, language, and purpose when crafting your voice.

Elements of brand voice:

• Tone: Personal and humble vs. scientific and direct
• Character/Persona: Authoritative expert vs. adventurous friend
• Language: Industry jargon vs. casual conversation
• Purpose: Spread awareness vs. drive sales

Create a unique language. Develop custom names for specific processes, services, products, and places to strengthen your brand voice. This can help create a sense of exclusivity and deepen customer engagement.

7. Social Media: The New Frontier of Brand Engagement

"Social media provides a huge opportunity for brands to grow their influence in a cost-efficient manner."

Develop a content strategy. Plan your social media presence carefully, focusing on providing value to your followers beyond just product promotions. Share behind-the-scenes content, industry insights, and relevant advice.

Social media considerations:

• Content value
• Brand voice consistency
• Resource allocation
• Platform selection
• Custom designs for headers and profile icons
• Integration with website and other brand collateral
• Pre-launch content planning

Engage authentically. Use social media as a two-way communication channel. Respond to comments, address concerns, and foster a sense of community around your brand.

8. Creating an Immersive Brand Environment

"You should be able to cover up the logo and still identify the company because the look and feel is so distinctive."

Design a cohesive space. Your physical brand environment should align with your brand platform and create a unique, compelling experience for your audience. Consider all five senses when designing retail spaces or offices.

Environmental design elements:

• Architecture
• Materials
• Lighting
• Scent
• Temperature
• Furniture
• Signage
• Wall decor

Create a mood board. Work with your design team to visualize the essence of your brand environment. This will help guide decisions on specific elements and ensure a cohesive experience.

9. Essential Brand Collateral: Making Every Touchpoint Count

"The business card is often the first means of introduction in social settings, so it needs to take advantage of what LinkedIn and company websites cannot do."

Invest in quality materials. Your brand collateral often serves as the first physical touchpoint with potential clients or partners. Ensure these materials reflect the quality and values of your brand.

Essential brand collateral:

• Business cards
• Letterhead (digital)
• Note cards
• Fax template
• Email signatures

Consider innovative printing techniques. For business cards, explore options like spot varnish, metallic ink, die-cutting, embossing, or unconventional materials to create a memorable first impression.

Last updated: July 29, 2024