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Developing a Brand Launch in todays marketplace by Innes Donaldson





Developing a Brand Launch in todays marketplace by
Article Posted: 10/26/2018
Article Views: 441
Articles Written: 1474
Word Count: 322
Article Votes: 0
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Developing a Brand Launch in todays marketplace


 
Advice,Business,Consumer
Developing a Brand Launch in todays marketplace

Brand launch is the process of creating a professional services brand where none currently exists. Since you are starting from scratch, you have a unique opportunity to choose how you wish to position your firm in the marketplace, which clients you want to serve and what services you will provide to them. It is the perfect time to develop a compelling value proposition.

Rebranding, on the other hand, involves an existing firm that already has clients, staff and at least some equity in its brand. Rebranding involves updating your identity, marketplace positioning and/or messaging. These changes can apply to the entire firm or a single practice or service. Of course, you have to consider how the new brand will affect existing client relationships, any brand equity your firm has accumulated over the years and your marketing momentum. That’s not the case with a brand launch, where you are starting from scratch with nothing but that big empty flip chart. Your brand equity is zero. And cash is almost always tight.

Launch strategy is very different for professional services than other types of businesses. In most cases, you have a reduced set of considerations to deal with. For example, service firms rarely use product packaging or need to convince retailers to carry their product. There are no storefronts or end cap displays to worry about. So a lot of the literature on launching a new brand doesn’t really fit your situation.

Much like the rebranding process, a brand launch has three phases. But with a launch, those stages tend to play out over a shorter time period. Think days and weeks, not weeks and months, as you build the key elements of your plan. From the beginning, you need to ensure you have everything in place and you need to be sure you know what you are doing no end.

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