How should an organisation launch a new or revamped brand? Brand launches should reflect the character and personality of the brand. They are often informed by the client and their desire and appetite for a more ritualised and expansive introduction. Two revamped brand identities we have been working on for several months will be launched in the next few weeks. Due to their shape and personal involved their launch will be subtly different. Both appropriate and both reflecting the type of organisation and personal involved.
A new brand identity is a huge opportunity to explain the new trajectory the organisation is heading, reinforce what is stands for, believes in and articulate what is important to it. Often the perception of focus for a brand launch is external. Just as important is is the internal brand launch. After all, these are the people who will represent and espouse and the brand. They are the ones who need to be totally clear what the brand stands for in order for them to live it well.
The external brand launch often will involve both digital and traditional media. If my involve PR consultants, media relations and sometimes sophisticated multimedia events coordination. Brand launch is a unique opportunity for organisations to manage their brand messaging in a controlled way before it begins swirling around in very wide circles.
In some cases clients are keen to have less razzamatazz– or soft launches – for a number or reasons. Budget is a big one. A full rebranding exercise can be expensive, not necessarily in brand consultants’ fees but in the cost of producing literature, signage, vehicle graphics, websites etc. – all in one hit. Regularly we have worked in a way that phases out the old system. . This is when existing stocks, containing the old identity are run down. New items with the new identity are created once the old ones have been used saving waste.This way a rebranding exercises can sometimes be achieved using existing budgets without the neccisity for a single one off investment.
If you would like to discuss how Ice House Design can help you with launching your brand please get in touch.
We are a brand design agency. We make new and refresh existing brands. We create intelligent, compelling and quietly crafted brand communications with thought and understanding to build long lasting and powerful brands.
