5 steps to a successful brand launch (or re-launch!)

So, you want to launch your brand.

You’ve done the fun stuff: the brand building, your strat is solid, your visuals are fresh, your story, clear.

But before you drop that shiny new logo into the ether and hope for the best, let’s talk about something just as important as creating your brand but is rarely mentioned: launching it properly.

Because how you introduce your brand, whether it’s brand-new or just got a facelift better than Joan Rivers circa 2015, can make or break how your audience receives it. Done well, it creates buzz, builds trust, and keeps your existing audience on the ride. Done poorly, it’s just... confusing, or worse, flatlined into irrelevance.

You want to create a compelling story. One that resonates with your audience and positions your brand correctly in the marketplace - but how? Well, here’s a step-by-step guide to doing so with intention.

1. Start with a runway, not a surprise drop.

People don’t like whiplash. If you're changing something major (like your name, look, or offer), let your audience in on the journey. Start teasing things a few weeks out. Show a little behind-the-scenes. Share why the change is happening, what it means, and what your audience can expect.

Even a simple “something new is coming” helps people feel part of the process instead of blindsided by it.

2. Create a transitional brand phase.

"New look, same great taste." You’ve seen this on cereal boxes as a bridge between the old product and the new one. It’s a small but powerful way of reassuring people they’re in the right place, and the heart of the product they love hasn’t changed.

So if you’re rebranding, consider using things like:

• Side by side comparisons

• Emails explaining the rebrand

• “Formerly known as” language

• A pinned Instagram post or story highlight showcasing the shift

Keep some visual cues, colour references or tone of voice consistent so even as you evolve, there’s a sense of continuity. A good rebrand doesn’t erase your past but honours it while pointing forward.

3. Plan a multi-channel rollout.

I’m sorry to say it, but this where a lot of small brands fumble. They launch in one place (say, Instagram), and then leave their website, packaging, and email list behind. Your audience doesn’t live in one place, so why would your rebrand???

At a minimum, align your:

• Social media (with launch content prepped and scheduled)

• Email list (warm-up, announcement, and follow-up sequence)

• Website (update the branding and copy to reflect your new messaging)

• Packaging or physical touchpoints (even if it’s a simple sticker or insert at first)

And if you’ve got a brick-and-mortar or service-based business? Make sure in-person touchpoints reflect the change, too. Think signage, business cards, menus, etc. Consistency across channels fosters trust.

4. Build a launch campaign, not just a launch post.

Just because you have a launch date, doesn’t mean it should be limited to one day. Duh.

Think in phases:

Tease: Something’s coming

Announce: It’s here — this is what’s new

Explain: Why it matters, what’s changed, what hasn’t

Engage: Invite feedback, questions, or user-generated content

Sustain: Continue showing up with your refreshed voice, visuals, and message

Spread these over a few weeks, not just one chaotic day. Momentum beats a moment, so plan for the long game.

5. Celebrate LOUD, baby.

People love to root for brands with flair, personality and purpose (especially small ones). So make your launch feel like something worth talking about (because it is, silly). Host a virtual or IRL launch party. Offer a limited time discount or product that supports the launch. Create a giveaway. Just do something.

Make it personal, make it fun, and allow people to celebrate with you. You didn’t do all this work to go unnoticed, now did you?

A brand launch is a rare opportunity to make an impression.

When you plan with intention, you set the tone. Not just for day one, but for the brand you’re becoming. And that, my friend, is entirely up to you x

-Sophie Randell, Writer