At the beginning of your branding journey, just the thought of spreading the word about your brand-new-brand can be daunting. What’s the first move? When is the right time to start? What’s the best way to get this marketing thing going anyways? We at Mission partners understand how intimidating marketing a new brand can be, so I’ve assembled all of the knowledge and experience I’ve picked up here from clients as well as staff on marketing a new brand, in order to give the push your new brand needs to spread its wings and fly from the startup nest.
Before you embark on your brand adventure, there one asset you must equip yourself with in order to secure your success, your goals. You aren’t going to get far if you don’t know where you want to go right? Make sure that these are SMART goals (Specific, Measurable, Achievable, Relevant and Time sensitive). Work toward this larger goal by setting smaller goals along the way.
Given the assumption that you have created SMART goals, designed and set up a website, and that you are on social media, the most important thing to remember is to get your brand in front of as many people (that are aligned with your target audience) as possible. Visibility should be your number one priority as a new brand, and you can achieve a high volume of visibility through many different avenues: Channel your inner Costco and give out free samples/ trials to the public. Create “street teams” of your employees, family, friends, interns ect. to help your brand connect directly to the public. You can also use social media to get the word out about your freebies.
The key is to get creative, even though everyone loves free stuff, why not get people buzzing about what you have to offer? Be as creative as you can, but of course remember to abide by city/ state law, don’t do anything that will make your brand’s first impression a bad one. It is so important to get as many eyes on the brand as possible because people will use it, share it and talk about it, which is exactly what you need.
Get Out There Fast
When marketing a new brand, it is crucial to get your brand out there fast, and to a large group of people so that you can get started on generating leads and converting those leads into potential customers as soon as possible. If you’re not sold on the time sensitivity of releasing your brand to the public in order to kickstart your business, there are two primary reasons why doing so is crucial: First off, other businesses are constantly on your heels. It is wise to keep in mind that there is most likely another business trying to do something similar- if not the same – as you, which is why it is important to be constantly innovating and moving your business as quickly as possible. The other very important reason to keep in mind is that most companies must sell a large volume of product in order to reach their desired profit margins. The earlier you start your sales, the earlier you’ll be able to reach your goals.
The next crucial move to take is toward digital media, one of the most important primary platforms in marketing a new brand. Get active and stay active. Again, be creative with this, run some contests, crowdsource often, and set up regular email marketing. It is SO important early on to sustain visibility.
So Remember: set SMART goals, get lots of visibility for your brand, get creative, get your brand out there as fast as possible and work to keep your brand in front of people’s eyes. I really hope you startups there can find some use in this article, please contact me if you have any questions!