How to launch a new brand?
So I have a brand (This Bag Is Not For Sale) a product (the bags), I think I know who it is for and I have created a few ways to communicate with people. The current communication channels are, this blog, Instagram, Facebook and twitter. I have picked these communication channels because I know them a bit. They came to mind first. When I am brought to other ideas along the way I am open to switch or add channels.
This blog is a simple and standard WordPress template you can get started with by logging into www.wordpress.com and follow the steps presented to you. What you see is created in a few hours with no extra programming or technical knowledge on my end.
One of the important lessons I have learned is that getting something started is more important than waiting till everything is perfect. The things I still need are a website with a shop and most important of all: an audience that appreciates what I am offering and is able to find it.
All of the communication channels have recently been created for TBINFS by myself. They require no special knowledge other than subscribing and following the steps. The help features are great in case you get stuck. Because I figured the website would be the hardest to build and change I want to do a little research on how to launch a new brand before I start the building process. This to make sure it will create the right bang.
Because I want to see where I can get on a 500 euro budget I will not ask a local marketing agency to help me out, but let google be my guide. So I asked Google: How do you launch a new brand? And How do you launch a new product?
From the first search results I picked:
5 tips to successfully launch a new brand
10 steps for successfully launching a new product or service
Launch! How to execute a breakthrough brand rollout
How to Launch a New Product: A 7-Step Checklist for Nailing Your Next Launch
After reading the four articles I created my own list that I will use to match my product. Big thanks to the writers of the articles for sharing their findings and tips.
Position the product. Who is it for? Why is it different?
If you do not know your potential customer it will be very hard to create a look and feel and message that attracts the right people. I have been going through thousands of posts on Facebook and Pinterest to get a feel for my audience. My target audience is fashionably sensitive, primarily female, has a strong personality and values accessories to make a personal statement. My bags are fashionable, not to shiny and one of a kind. My bags have a unique touch and the owner will always be able to say This Bag Is Not For Sale. There is no second.
Study your audience and know what they want and how they talk
Social media has been great for me to take care of this part. Follow hashtags on Instagram, Facebook and Twitter to learn the slang of your audience. The pictures on Instagram showed me where fashion is going and if my products could fit in. Also asking questions to people that follow you or like your posts helps to learn what it was that they liked or even what they would like to see different. The future will tell if I did my research well.
Create an appealing story and be consistent in your branding and message
It completely resonates with me that this is important, but…this is also the part I am still working on. I have decided to openly go through this process on this blog instead of doing all the work behind the scenes. This is also where I hope to get input from you as a reader. So feel free to comment on picture material and story around the brand.
Find your influencers and ask them to talk about your product
Thinking your product is awesome is a start, but it only sells if other people think so to. Referrals are important to help people see and like what you are doing. When someone famous likes what you do a lot of people will come and watch what you are doing. This starts with family and friends. When you have them on board you have a pretty wide reach already through their networks if they are willing to like and share what you are doing.
Have a goal in mind but be ready to adjust
In a previous post I shared a list of goals that I would like to achieve before February 2017. Of course I hope to overachieve on some of them and I am also willing to give some up if it is needed to make others a success. I can already see that every part of the process takes a lot of time and that will might mean make different choices.
Make a plan and write it down.
Many times I thought that what I was going to do was clear enough that I would remember in a few days or weeks. Unfortunately I have lost brilliant ideas and action plans this way. 😉 It really helps to write down what you are planning to do, how you are going to do it and who you need to make it happen. This becomes your navigation system. Always ready to change route for the right reason, but when there is no good reason to leave the road you stay on it.
Perfect timing never comes – Launch and tweak
Don’t think that you can cook the perfect meal secretly without testing and talking about it. At some point you will have to act and put it out there. It will always have things to fix or improve. Because you think so or because someone else thinks so.
Because the audience is so important. My next moves will focus on getting in touch with and growing my audience. I have been playing around with Instagram a bit so my next blog will focus on that.
Thank you for reading this and I hope you will share your suggestions and feedback. And see you on Instagram.