Brand vs Campaign: Know What You’re Launching
The difference between a brand launch and a campaign launch is that one is a long-term process while the other is a short-term activity. Branding is a lifelong process where you establish your brand’s identity, give it a character and build a story around it with which the customers can resonate. A campaign, on the other hand, is a short-term process where brands plan a series of activities and events that help them market their brand in front of an audience. Brand launch and campaign launch are aspects of branding and marketing, respectively. In this blog, we will understand the steps required in branding as opposed to those required in campaign launch.
What is a Brand Launch? What Steps Should You Follow for Brand Launch?
The brand launch is the process of introducing your business to the world, which uses a set of strategies like building a brand story, communicating your products and values to potential customers and combining a set of marketing tactics so that customers can easily discover your business. A successful brand launch needs clear business goals, industry knowledge, and understanding of customers to learn how they interact with your brand messages and its identity. A brand launch includes a set of steps which are discussed ahead.
#1: Creating a brand identity
Your brand identity is the face of your business that customers connect with by establishing a clear brand identity. You are telling customers what you provide, meaning the products you offer, the services you offer, etc. You communicate your core values of the brand to the customers, which is possible by defining a clear brand logo, its colour palette, its core values, its key messaging, etc. To create a strong foundation for your brand, you need to understand the target audience so that you can create relevant messages aimed at converting customers who interact with the brand.
#2: Crafting a brand story
Creating a brand story means telling your customers about what birthed your brand. How it came into existence and what it stands for. Suppose your brand sells women’s clothing. The idea behind the brand from its execution, everything becomes a story. Your motivation to start the brand and how you plan to achieve the brand’s goals is a story in itself. By crafting an engaging story about your brand, you bring people closer.
#3: Communicating Brand Identity Through Campaigns
Brand launch is a long-term process through which you can establish a strong foundation for your business. We create the necessary brand assets, starting from the visual identity to logos to the values and missions. You can communicate everything to the audience by establishing online channels like social media pages, Google page, etc, Businesses provide coherent and clear information about their brand to customers. By maintaining a strong online presence that creates awareness about the brand name, you soft-launch a brand and generate curiosity in people’s minds.
What is a Campaign Launch? Let’s Find Out
Brand launch introduces a completely new brand identity to the market, where the focus is on creating awareness about the brand and establishing a long-term identity. How you communicate your brand messages to the audience is the campaign launch.
Hence, campaign launch deals with communicating your brand story, values and key messaging to the audience, using a set of activities on social media, Google, and other such channels. The goal of the brand launch is to identify the target market and create long-term awareness in customers’ minds. The campaign launch deals with communicating the key values, core message and brand identity that resonates with customers and leaves a lasting impression.
The success metrics of evaluating the brand launch are to assess the initial customer engagement and positive customer sentiment towards the brand. On the other hand, the focus of the campaign launch is on promoting specific products, offers and services of the brand for customers, which drives measurable actions like visits to the website, leads, sales conversions, etc.
To Sum Up
You can measure the success of a campaign launch by evaluating key performance indicators like generated leads, total conversions, sales and cost per acquisition. Campaign launch is a set of activities that show tactical and temporary efforts having a clear timeline. In its duration of performance, campaigns drive specific actions and have persuasive messages which drive customers to take an action like sign up to the page, click on a website link, follow on social media, place an order, etc. To create a strong brand presence online, you can contact our marketers at VerveBranding, a leading logo design company in New York, who can help you establish a brand identity and devise brand awareness campaigns for long-term growth.
