Launching a brand, whether a new business, sister company, or joint venture, requires key ingredients beyond simply raising awareness.
Think of your own purchasing journey. Do you have the confidence to buy from an organisation you haven’t heard of, regardless of whether it offers the right product or service at the ideal price point?
What actions do you take to have the belief in placing the order? Do you review the website? Do you analyse its digital footprint including reviews and third-party endorsements?
Now flip that – what are your stakeholders going to do for your brand?
Convey your work history and expertise through engaging web copy including a transparent about us section to tell your story.
For example, do you bring 15 years’ construction experience to the table, a quality that is critical to the offering in your new service line? Or have you worked for multi-national foodservice firms and are now aiming to support SMEs in the sector?
Quickly build trust with thought leadership articles. Blog posts and video interviews such as latest industry news and stats or tips and advice provide easy opportunities to share your views. Consider how infographics and visuals can also showcase your expertise.
Plain English, jargon-free copy will aid the readability while subtitles in videos support accessibility.
Avoid artificial intelligence (AI), as content created by humans will be vital for developing person-to-person relationships and rapport. People want to know what their peers think, not the thoughts of a machine.
Repurpose the content on your own channels, including social media, as well as drip-feed it through email marketing to maximise impact and reach as wide an audience as possible.
Secure relevant media coverage such as key regional business titles or industry publications. Hits ranging from hard news including the launch and wider organisational goals through to expert commentary and columns help position you as a leader in your sector.
Share your editorial successes on your website and social media to make sure potential customers see it during their desktop research.
Target events to speak at and podcasts to appear on, again integrating the activity into your PR and comms strategy to appeal to your stakeholders.
You could take this a step further by hosting your own podcast series or event. Inviting well-known individuals to be interviewed or present to add credibility.
In summary, raising awareness will not achieve business objectives if there is little to no trust. What actions will you take to convince your new audience that you’re the brand to purchase from?