brand-launch

Start by defining the launch type, narrative, goal, and timeline, then build a pre-launch checklist covering internal briefings and asset updates. Follow with a launch-day sequence assigning actions, channels, and owners, plus a 30-day post-launch plan for momentum and measurement.

A hard launch concentrates the announcement into a single day across all channels, while a soft launch rolls out to a limited audience first. A phased rollout stages the debut over time, and the plan structure differs for each approach.

Announce the rebrand to existing customers before it goes public, explaining what changed and why it matters to them. Include a "why we changed" narrative and continuity messaging about what stays the same, such as product, team, and values.

A launch day plan should include a primary channel, a timed sequence of actions with owners, and prepared copy for the main announcement, a founder's personal post, and the launch email. It should also assign someone to engage with responses throughout the day.

Track website traffic during launch week, social follower growth, press mentions, and email open rates against defined targets. Add product-specific metrics relevant to your goals and review results in week four to identify what resonated.