The How’ To’s of launching your brand

Just like launching a boat into the water, launching a brand also has a step-by-step How ‘To, to ensure perfection.

A S.W.O.T. Analysis

A S.W.O.T Analysis is essential in any business to help you understand your competitors and to build a strategy to distinguish yourself and your brand, so that you can compete successfully in your market.
You want to know what are your Strengths:

  • What advantages does your business have?
  • What do you do better than anyone else?

It is essential to understand your Weaknesses:

  • What could you improve?
  • What should you avoid?

You will grow by outlining your Opportunities:

  • What interesting trends are you aware of?
  • Local events.

Always stay humble when outlining your Threats:

  • What are your competitors doing?
  • Could any of your weaknesses seriously threaten your business?

What makes a S.W.O.T Analysis particularly powerful is that, with a little thought, it can help you uncover opportunities that you are well-placed to exploit. And by understanding the weaknesses of your business, you can manage and eliminate threats that would otherwise catch you off guard.

Design. Refine. Launch.

Once you have completed your S.W.O.T Analysis, you are now ready to determine your businesses brand positioning within the professional services marketplace. (How does your business differentiate from others and why should potential clients within your target audience chose to work with you?

For many businesses, a name change is not required. But if you are a new business, or you are burdened with a name that no longer suits your positioning, a name change may be in order. Even if you don’t change your business name, a new logo and tagline may make sense to better support your brand positioning.
Remember, your name, logo and tagline are not your brand. They are ways to communicate or symbolize your brand. You must live it to make it real.
The same way you would edit an outfit before walking out of the house, is the way you want to edit your brand before launching to your public. You want to make sure that your brand is cohesive with your logo, tagline, positioning, and passion.
You might have to refine colors, fonts, layouts and wording but this is what is going to give you the most perfect and seamless brand.

The last step in the brand development process is the most important. Obviously, a winning brand development strategy doesn’t do much good if it is never implemented. You might be surprised at how often that happens. A solid strategy is developed and started with all the good intentions the business can muster. Then reality sets in. People get busy with work and the brand development tasks get put on the back burner … then forgotten.


Note: This is part three of a three part series on branding. 

Part 1:  Do you Need a Brand to Be Successful

Part 2: We all have a name.  How do you make yours stand out.

Contributor: James Milonas, Founder – James in The City


If you have interested in building your brand, learning more, or simply getting a second opinion, do not hesitate to shoot me a text, email, tweet, or DM. 
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