There are two categories here:
Either you are launching for the first time or you are re-launching (meaning you have just updated your old brand and it’s time to pull back the curtain to reveal, and show off, your brand-new outfit).
The way you go about each is slightly different. I’ll go through both of them.
Category 1: You are new to the online world.
You have finally put it all together and ready for the big announcement… #exciety. Yes, it’s stinking exciting, but of course there is some anxiety that comes with it. No way around that.
Stepping out on stage for the first time is a big deal. But it’s also the first time. So, although you can prepare as much as possible, it’s okay if things don’t go exactly the way you envisioned they’d go. The best thing about stepping out into the world as a new online business owner is that your audience is most likely quite small. And although that can sound like a not-so-good thing, it’s honestly a blessing in disguise. When your audience is small, not a lot of people will know about the mishaps…and there will be some. [Nobody comes out of the womb being a marathon runner, no one.] But on the other hand, you can give way more attention to each person who is on the ride with you.
With that established, let’s embrace the #excitety and get to it!
Creating and developing a brand is about being clear about who you are talking to, where you want to go and how and why you do what you do. With this clarity, you want to give the same experience on every touchpoint. This is means, anywhere your client interacts with you and your business, it should feel the same.
Here is a list of places (and touch points) for your brand:
- Social media platforms, banners and profile images, such as Facebook, Twitter, LinkedIn and Instagram
- Any kind of accounts associated with your company, such as eMoney, Ameritrade, etc.
- Email signature
- Note cards sent to potential new clients to let them know you are open for business
Now, flip the switch on your website! Remove your Coming Soon mode on your new site, so people can see it.
That’s really it. I would not make it into anything bigger than that, because the fact that you are doing this is, on its own, amazing! It’s a big leap. And, what really needs to happen now is you need to celebrate you. Staring your own business is big so before you rush into work, take a little time to celebrate. You did it!
Category 2: You have been in business for a while and you are leveling up your game.
I don’t know what year you are on, but did you know that only half of small businesses survive passed the five-year mark and beyond that, only about one in three small businesses get to the 10-year mark. Wherever you are on that spectrum, fantastic! It’s not easy, but you are doing it anyway! And you are not only doing it, but you are also leveling up. Beyond neat!
How do you launch a “facelift”?
First, plan for the date you are making the switch. Then from there, reverse-engineer what you need to do and when. The amount of time would depend on how you want to announce your new brand. I would take the opportunity to be really loud, in a good way of course. 😉
You can think of it like a movie actor announcing a new movie. You know how they go around and speak about their new movie to drum up excitement…I would recommend you do the same.
Here are some suggestions:
After you’ve set the date for your new brand to go live, let your current clients know about your facelift. You want them to feel special and apart of this, because they are. They have possibly supported you from the start and they should get royal treatment. Let them know why you are updating your brand, what difference they might see in the future working with you and or even send them some goodies with your new look.
There has been a lot of work put into creating your new brand and website, and now it’s time to scream on top of your lungs how exciting it is to announce it to the world. Here are some steps to take during your relaunch:
- It is a perfect opportunity to offer your audience something to help celebrate your relaunch. Consider a giveaway of sorts, such as a free consultation, a discount on one of your offerings, etc.
- Gather all assets and make sure everything for your offering and announcement is set up properly.
- Reach out to other blogs or podcasts that have similar audiences to you in which you feel you can bring additional value to their audience.
- Give a sneak peak in advanced to get your audience excited.
- If you want to take it a step further, perhaps buy advertising and take the opportunity to reach more people.
- Before the big day, make sure to update all touchpoints, including social media platforms, banners and profile images, email signatures, logos on accounts that are associated with your company, etc.
And that is it!! Super exciting. Done is better than perfect.
I hope this gives you clarity on how to launch your brand like a brand strategy consultant, no matter your stage of business.