You’ve launched your brand. Your new color palette and captivating logo are in the world for all to see – and people are loving the new you. Now what? Well, this is the fun part. Now, it’s time to put your brand to work for you. Your post-launch season is the perfect time to grow your business and hit some new benchmarks! These 5 tips will keep your newfound momentum going, full steam ahead.
1. Educate Your Audience
It’s always a good time to stir in some education about your business, but launching your brand offers the perfect opportunity to dive into who you are, who you serve, what you offer and why you offer it. It’s a great time to outline your why for your audience, as well as pull back the curtain to show your brand’s personality and voice. Essentially, it’s time to dig into your brand guide and repurpose all of those features as content for social media posts, emails, and blogs. Tell people who you are! When you show them what you’re about and why you should be the one they hire, they’ll snatch your offers right up. (Psssst – this means your educational content should point to your actual offers, too! Tell them about your brand and then give them an opportunity to buy in.)
2. Analyze Your Client Experience and Customer Journey
Good news: with your new brand direction comes the promising potential to raise your rates. But wait! Don’t mark up those prices just yet. This new brand offers you a great opportunity to assess your client experience and customer journey.
Your client experience focuses on the steps your clients will take throughout the process of working with you, and your customer journey centers around your offer funnel. Let me expand on this just a bit:
Your client experience is what it’s like to work with you from start to finish. The process, communications, and small details like onboarding and offboarding.
Your customer journey are the way your potential clients and customers can opt-in to work with you at different points. This is why you often see offers that range from a $97 masterclass to full massive transformations of $5-$10k.
Both of these should match your brand strategy and direction! For example: if you’ve marketed yourself as an easy-breezy copywriting brand that promises swift delivery through VIP days or intensives, a 5 step onboarding process doesn’t fit the bill. If that’s what you’ve offered in the past, find a way to simplify and speed up that process. Then, you can raise your rates with confidence, knowing your brand is “as advertised.”
3. Create A Powerful Content Strategy To Generate Engagement
The first few weeks after your brand launch will likely center around the first thing we discussed here – audience education and brand introduction. But after you’ve introduced yourself and given your subscribers or followers a solid brand foundation, it’s time to get serious about what you share and why you share it.
The content you share should do one of the following: connect back to an offer, tell a compelling story, or give a helpful tip. All of these things compel your audience to act, not just consume! Education helps them to trust you. Stories help them to connect with you. And offers give them a chance to invest into the trust and connection you’ve built. Your new brand guide should help you with your voice as you build a content strategy (and yes, you need a plan), but talking to a copywriter about caption writing services may be helpful if you feel overwhelmed or stuck on this step. (I recommend my friend, Haley Slade, and her copywriting service for captions!)
4. Consider relaunching your offers after you relaunch your brand.
For someone in your audience to turn into a paying customer, they have to know what you do. And I cannot stress this enough: they will never know unless you tell them multiple times. Unfortunately, due to social media algorithms, email open rates, and SEO woes, most of your audience will miss a lot of your content. Of course, there are strategies to help with algorithms and open rates. But the easiest way to combat this problem: share what you do and what you offer, and share it often.
Even if you’re not changing your offers as you rebrand, it’s a great idea to highlight them as you share your new brand identity. Even long-time followers might need a refresher! Don’t make potential clients search for what you do in the recesses of your website. Tell them clearly, and tell them often! You’ll probably see an uptick in sales when you make it easier for people to purchase.
5. Check in with your brand guide and brand strategy often.
During your brand reveal, your designer should have delivered a brand strategy document, which exists to guide you through your next steps. Consult it a lot, especially as you’re familiarizing yourself with your new brand. That document will serve as a roadmap to creating great content and marketing your business. When I deliver a brand to a client, I always make a short video that walks them through each section of the brand strategy, offering tips on how to best use that piece of content. I also make a list on the title page of each section to help them quickly identify and access what they need.
If your brand still needs a good strategy, then you might want to check out my Strategy Sesh option.
