Launches: One chance at a first impression
How a brand is launched varies from the orchestrated to the ordinary. It is the day where everyone’s hard work on a project is revealed to the world, and as the old adage says, – one chance at a first impression. At the outset of every project, we always ask if there is a date, an event, a tradeshow or company anniversary that would be the target launch date – and plan backwards from there. Here are some examples of different brand launch approaches.
Trucordia
In perhaps the most orchestrated brand launch we have been involved in recently, Trucordia pulled out all the stops. Everything was included from ribbon cutting and a visit from the Utah governor, to print-on-demand tchotchkes and multiple Living the Brand training sessions.
Evolution
The Evolution Motion Solutions brand launch was a two-day, two location event. The brand launch was a synchronized event hosted in Dallas but with video links to their other offices. Each employee received a welcome gift box that included various branded items and a Brand Book. The launch was followed Living the Brand training in the two locations.
In a rare situation, the launch date for new Tinuiti brand was driven by their annual sales meeting. The date was fixed and we had to hit it. In this orchestrated brand launch, Tinuiti clients thought they were attending the Elite SEM sales conference. When they arrived at the event, the space was branded Elite SEM – after the full merger and rebrand was announced at the first session, attendees broke for lunch – only to find the entire space had been dramatically rebranded as Tinuiti.