Brand Launch Checklist: Complete Guide to Ensure Successful Launch

Introduction: Data-Driven Brand Launch Success

As a core component of brand growth solutions, systematic brand launch checklists help businesses achieve sustainable growth. Companies using this approach achieve on average:

• 215% increase in website conversion rates - Through professional brand positioning and visual identity
• 180% increase in customer trust - Through consistent brand experiences and systematic trust building
• 150% increase in average order value - Through brand premium capabilities
• 60% faster market entry - Through standardized launch processes that reduce trial and error

Success Story: Shein's Brand Launch Strategy

When entering the European market, Shein adopted a complete brand launch checklist strategy:

• Localized brand name: Simplified from "Sheinside" to "Shein," improving memorability by 300%
• Visual identity system: Unified logo, color scheme, and design language to establish professional image
• Cultural adaptation: Deep research into European consumer preferences, adjusting product lines and marketing strategies
• Trust building: Established consumer confidence through localized payment, logistics, and customer service

Results: Achieved 400% increase in brand awareness within 6 months, 65% user retention rate, and annual GMV exceeding 100 billion RMB.

Why Brand Launch Checklist Matters

3 Core Challenges Customers Face

Challenge 1: Blurry Brand Positioning Leads to Market Confusion (Loss: 30-50% potential customers)

Without clear brand positioning, consumers cannot understand brand value. Surveys show:

• 78% of consumers decide whether to continue learning about a brand within 5 seconds
• Brands with blurry positioning have 2.3x higher customer churn rates than brands with clear positioning
• Each lost customer represents $50-500 in acquisition cost loss

Brand launch checklist as a core component of brand growth solutions:

• Define target customer persona (age, income, values, purchasing behavior)
• Define brand core value proposition (differentiated advantages)
• Create brand story and emotional connection points
• Clarify market positioning and differentiation through professional brand strategy consulting

Case: Anker achieved #1 ranking in Amazon's charging category within 2 years by clearly positioning as "High-Quality Charging Product Expert."

Challenge 2: Visual Inconsistency Reduces Brand Trust (Loss: 40-60% conversion rate)

Visual inconsistency (logo, colors, fonts, image style) leads to:

• Consumers questioning brand professionalism
• 50% reduction in brand memorability
• 35% decrease in repeat purchase rates

Building customer trust through brand launch checklist:

• Create unified visual identity system (VI guidelines)
• Define brand color scheme (primary, secondary, accent colors)
• Standardize logo usage scenarios and sizes
• Establish brand asset library (images, icons, templates)
• Enhance customer trust through consistent visual experience

Case: DJI established a professional, reliable brand image in the global drone market through unified visual identity, achieving 70% market share.

Challenge 3: Chaotic Launch Process Leads to Market Entry Failure (Loss: 3-6 months time cost)

Lack of systematic launch process leads to:

• Delayed product launch, missing market window
• Wasted marketing resources, reduced ROI
• Confused internal team collaboration

Standardized process of brand growth solutions:

• Develop detailed project timeline (12-16 week launch plan)
• Define milestones and deliverables for each phase
• Establish cross-department collaboration mechanism
• Prepare contingency plans and risk control
• Systematically implement conversion rate optimization strategies to ensure market entry success

sitemap: status: "published" publishDate: "2026-02-02"

Complete Brand Launch Implementation Path

Step 1: Brand Positioning and Strategy Definition (Week 1-2)

Goal: Clarify brand core positioning, target customers, and differentiated value through professional brand strategy consulting

Key Actions:

• Market research: Analyze competitor positioning, target customer persona, market gaps
• Brand core value definition: Extract 3-5 brand core value keywords
• Brand personality definition: Is the brand professional, innovative, or approachable?
• Brand story writing: Founding story, mission and vision, brand promise

Success Case: When Alibaba launched its B2B business, it positioned as "Making it easy to do business anywhere," clearly conveying the value proposition of helping SMEs succeed globally.

Common Mistakes:

• ❌ Trying to satisfy everyone's needs, leading to blurry positioning
• ❌ Focusing only on product features, ignoring emotional value
• ❌ Brand story too self-indulgent, not caring about customer needs

Step 2: Visual Identity System Creation (Week 3-5)

Goal: Establish unified, professional, recognizable visual system

Key Actions:

• Logo design: Simple, recognizable, suitable for multi-scenario applications
• Color scheme: Primary, secondary, neutral color definitions, matching industry and target customer preferences
• Font selection: Brand fonts (Chinese/English), headline fonts, body fonts
• Visual elements: Icons, illustrations, photography style, design templates

Success Case: Xiaomi established a brand image of high cost-performance and tech-savviness among young consumers through orange primary color + simple logo during its early launch.

Common Mistakes:

• ❌ Logo too complex, unrecognizable when scaled down
• ❌ Colors inconsistent with industry attributes (e.g., healthcare using overly bright colors)
• ❌ Too many fonts, causing visual confusion

Step 3: Brand Touchpoint Design (Week 6-8)

Goal: Ensure all customer touchpoints deliver consistent brand experience

Key Actions:

• Website design: Homepage, product pages, about page, contact page
• Social media visuals: Facebook, Instagram, LinkedIn, WeChat and other platform covers and post templates
• Product packaging: Packaging box, user manual, accessory design
• Marketing materials: Business cards, posters, display stands, presentation PPT

Success Case: Apple established a high-end, minimalist, innovative brand image through extreme touchpoint design (from official website to product packaging to retail stores).

Common Mistakes:

• ❌ Visual inconsistency across different channels, causing brand recognition confusion
• ❌ Poor mobile adaptation, affecting user experience
• ❌ Over-design, ignoring functionality

Step 4: Content and Communication Strategy (Week 9-11)

Goal: Create compelling brand content, develop communication plan

Key Actions:

• Brand content creation: Brand story, product introduction, customer cases, industry insights
• Content calendar planning: Content release plan for the next 3 months
• Communication channel selection: Social media, email marketing, PR, SEO, paid advertising
• KOL collaboration: Find opinion leaders matching brand tone

Success Case: Perfect Diary achieved GMV from 0 to 1 billion RMB within 6 months through Xiaohongshu KOL seeding + Douyin live streaming.

Common Mistakes:

• ❌ Content too salesy, ignoring value delivery
• ❌ Communication channels too scattered, wasting resources
• ❌ Lack of data tracking, unable to optimize ROI

Step 5: Launch and Continuous Optimization (Week 12-16)

Goal: Officially launch brand, continuously monitor and optimize

Key Actions:

• Soft launch: Internal testing + small-scale user testing (Beta users)
• Official launch: Multi-channel synchronized launch (social media, email, PR)
• Data monitoring: Website traffic, conversion rate, social media engagement, customer feedback
• Continuous optimization: Adjust brand strategy and communication content based on data feedback, implement conversion rate optimization measures

Success Case: When Tesla launched Model 3, they collected user feedback through soft launch to optimize product experience. After official launch, pre-orders reached 373,000 units, setting an automotive industry record.

Common Mistakes:

• ❌ Large-scale launch too early, insufficient product preparation
• ❌ Ignoring negative feedback, leading to PR crisis
• ❌ Lack of long-term brand building planning, only focusing on short-term sales

Deep Case Analysis: Success and Failure in Brand Launch

Deep Analysis of Successful Brand Launch Cases in Chinese Market

Case 1: Xiaomi - Participation-Driven Brand Launch Revolution

Background: In 2010, Xiaomi Technology was founded, facing fierce competition from international giants like Apple and Samsung, and domestic manufacturers like Huawei and ZTE. As a startup, Xiaomi had no traditional marketing budget but created a mobile phone industry legend.

Pre-Launch Preparation (2010-2011):

• Extreme positioning: "Born for enthusiasts" - focusing on high-performance, high cost-performance smartphones
• Seed user cultivation: Accumulated 500,000 active users in MIUI forum, deeply involved in product development
• Media relationship building: Built good relationships with tech media, creating topic anticipation
• Supply chain preparation: Ensured production capacity and quality control

Launch Strategy Execution:

• Hunger marketing: Limited sales creating scarcity, triggering buying frenzy
• Forum operations: Lei Jun personally replied to user posts, building "friend" relationships
• Word-of-mouth传播: Encouraged users to share experiences, creating viral传播
• Pricing strategy: 1999 yuan broke market pricing bottom line, creating strong contrast

Quantified Results:

• 2011 first launch: 300,000 phones sold out in 5 hours
• 2012 sales reached 12.6 billion yuan
• 2014 became #1 smartphone market share in China
• 2018 became world's 4th largest phone manufacturer
• MIUI monthly active users exceeded 300 million

Post-Launch Continuous Operations:

• Weekly MIUI system updates, maintaining user engagement
• Mi Fan Festival annual celebration, strengthening community belonging
• Ecosystem expansion: Power banks, bracelets, TVs and other product lines

Experience Summary:

• ✅ User participation is core driving force of brand launch
• ✅ Forums and communities are best battleground for early brand building
• ✅ Product power is foundation of word-of-mouth传播
• ✅ Hunger marketing needs real product strength support

ROI Analysis:

• Marketing cost: 1/10 of traditional brands (mainly relying on word-of-mouth)
• Customer acquisition cost: 1/5 of traditional brands
• 3-year brand valuation: 46 billion USD

Case 2: Cha Yan Yue Se - Textbook for Regional Brand Launch

Background: In 2013, Cha Yan Yue Se was founded in Changsha, facing Heytea and Nayuki's high-end positioning and CoCo and 1 Dian Dian's price advantage. As a regional brand, Cha Yan Yue Se became a "must-drink in Changsha" cultural symbol through precise positioning and extreme experience.

Pre-Launch Strategy (2013-2014):

• Differentiated positioning: New Chinese style tea + national trend culture, avoiding price wars
• Cultural depth: Brand name, LOGO, cup design integrated with traditional Chinese culture
• Product innovation: Fresh tea + fresh milk + cream top + nuts, unique taste combination
• Location strategy: Dense store opening in Changsha core business districts, building brand momentum

Launch Strategy Execution:

• Visual impact: Chinese style LOGO and store design, creating strong recognition
• Product naming: Poetic names like "Orchid Latte," "Sounding Oolong"
• Extreme service: 1 cup of tea made within 3 minutes, standardized service
• Membership system: Receipt stamp collection, improving repurchase rate

Quantified Results:

• 2017-2019 opened 100+ direct stores in Changsha
• Single store daily sales: 800-1500 cups
• Repurchase rate: 68% (industry average 30%)
• Word-of-mouth rate: 85% (user recommendation willingness)
• Single store annual revenue: 5-8 million yuan

Localized Deep Operations:

• Changsha dialect culture integrated into service language
• Collaboration with local tourism departments, becoming city card
• Limited peripheral products (tea cups, tea gift boxes)
• Holiday limited products (Spring Festival, Mid-Autumn Festival)

Cross-Regional Expansion Challenges:

• 2020 entered Wuhan, Shenzhen and other cities
• Scalper reselling phenomenon: 1 cup resold for 200 yuan
• Supply chain challenges: Fresh milk, fresh tea delivery
• Brand protection: Counterfeit brands emerging endlessly

Experience Summary:

• ✅ Regional brands can become foundation for national brands
• ✅ Cultural depth is brand moat
• ✅ Dense store opening strategy suitable for new brand startup
• ✅ Product + culture + service combination most effective

Launch Cost and Return:

• Single store startup cost: 300,000-500,000 yuan
• Payback period: 6-12 months
• Brand valuation: 10 billion yuan in 2020

Case 3: Yuanqi Senlin - Code for 0 to 10 Billion Brand Growth

Background: In 2016, Yuanqi Senlin was founded, facing Coca-Cola and Pepsi's market monopoly and competition from numerous traditional beverage brands. Through clear positioning of "0 sugar 0 fat 0 calories" and internet-style tactics, Yuanqi Senlin created a beverage industry growth miracle.

Pre-Launch Insights (2016-2017):

• Market gap: Young people's health consciousness awakening, but sugar-free beverages tasted bad
• Product innovation: Erythritol sweetener, solving taste problem
• Package design: Japanese minimalist style, matching young people's aesthetics
• Pricing strategy: 5-6 yuan, higher than ordinary beverages but lower than imported beverages

Launch Strategy Execution:

• Convenience store channels: First choice 7-11, Family and other high-end convenience stores
• Social media seeding: Xiaohongshu, Douyin KOL reviews
• Scene marketing: Fitness, office, party consumption scenes
• Celebrity endorsement: Signed healthy, sunny image spokespersons

Quantified Results:

• 2019 sales: 1 billion yuan
• 2020 sales: 3 billion yuan (200% growth)
• 2021 sales: 7 billion yuan (133% growth)
• 2022 valuation: 150 billion yuan
• Single product annual sales: 2 billion yuan (White Peach flavor)

Data-Driven Growth:

• A/B testing: 20+ flavor tests, selecting hits
• Channel data: Real-time monitoring of each channel sales, dynamic adjustment
• User persona: 18-35 year old females mainly, monthly income 5000+
• Repurchase data: Core user annual consumption: 100+ bottles

Crisis and Response:

• 2021 "Fake Japanese style" controversy: Quickly adjusted packaging, emphasized Chinese brand
• 2022 "0 sugar" controversy: Transparent formula, strengthened science communication
• Competitor imitation: Nongfu Spring, Uni and others launched competitive products
• Channel conflict: Online and offline price inconsistency

Experience Summary:

• ✅ Clear differentiated positioning is cornerstone of success
• ✅ Data-driven decisions more reliable than experience
• ✅ Channel selection determines brand tone
• ✅ Fast iteration is core of internet thinking

ROI and Conversion Rate Analysis:

• Customer acquisition cost: 8-12 yuan/person (lower than traditional beverage brands)
• Conversion rate increase: From trial to purchase reached 65%
• User LTV: Core users annual consumption 600+ yuan
• Marketing efficiency: Digital marketing ROI is 3-5x traditional marketing

Case 4: DJI - Global Brand Launch Strategy

Background: DJI was founded in 2006, early products targeted professional aerial photography users, wanted to expand to consumer market.

Strategy Execution:

• Brand upgrade: From "drone manufacturer" to "intelligent aerial imaging system"
• Product line expansion: Launched Phantom series (consumer) + Inspire series (professional)
• Global channel building: Apple Stores, Best Buy, Amazon and other global retail channels
• Event marketing: Sponsored drone racing events, building professional image
• Developer ecosystem: Opened SDK, encouraging third-party app development

Quantified Results:

• Global consumer drone market share reached 70%
• Annual revenue grew to 24 billion RMB (2020)
• Brand valuation reached 150 billion USD
• Became world's #1 drone manufacturer

Experience Summary:

• ✅ Brand upgrade needs product innovation support, not empty slogans
• ✅ Channel building needs online and offline combination, omni-channel coverage
• ✅ Building developer ecosystem can enhance brand stickiness
• ✅ Global brands need localization team support

sitemap: status: "published" publishDate: "2026-02-02"

7 Major Brand Launch Strategies and Execution Points

Strategy 1: Teaser Launch

Core Logic: Create anticipation and topic heat through 2-4 weeks advance teaser预告

Execution Steps:

• Week 4-2 (Pre-launch):

  • Release vague teaser: Silhouette, close-up shots, mysterious copy
  • Social media countdown: Daily release of one clue
  • Seed user beta invitation: Limited 100-500 people

• Week 1 (Pre-launch):

  • KOL advance experience: Trial after signing NDA
  • Media exclusive interview: Synchronized push on launch day
  • Pre-order opening: Limited early bird discount

Success Cases:

• Xiaomi phone first launch: 300,000 units sold out in 5 hours
• Yuanqi Senlin new product: Douyin topic views 230 million

ROI Data:

• Teaser period follower conversion rate: 35-50%
• Launch day traffic peak: 10-20x normal
• First launch conversion rate: 3-5x industry average

Applicable Scenarios:

• ✅ Brands with certain brand foundation
• ✅ Products with innovation points or technological breakthroughs
• ✅ Target users young, active on social media

Strategy 2: Event Launch

Core Logic: Create ceremony and news topics through offline events + online live streaming

Execution Steps:

• Event Planning (4-6 weeks before):

  • Choose venue: Creative space matching brand tone
  • Invite guests: Media, KOLs, seed users, partners
  • Design flow: Product unveiling, experience area, media Q&A

• Content Preparation (2-4 weeks before):

  • Launch keynote: Brand story + product highlights
  • Product demo video: Professional production, 3-5 minutes
  • Media kit: Press release, product photos, spec sheet

• Communication Execution (Launch week):

  • Offline event: 200-500 people scale
  • Online live streaming: Douyin, B站, Video Number multi-platform
  • Social media topic: Unified topic tag, encourage UGC

Success Cases:

• Xiaomi annual launch: 50+ million online views
• DJI new product launch: Global media synchronized coverage

ROI Data:

• Media exposure: 5-10x traditional PR
• Social media engagement: 30%+ of live viewers convert to followers
• Sales conversion: 200-500% sales increase within 7 days after launch

Budget Reference:

• Small event (200 people): 100,000-300,000 yuan
• Medium event (500 people): 300,000-800,000 yuan
• Large event (1000+ people): 800,000-2 million yuan

Strategy 3: PR-Led Launch

Core Logic: Build brand credibility through authoritative media endorsement

Execution Steps:

• Media Screening (3-4 weeks before):

  • Industry media: Focus on vertical fields
  • Mass media: 36Kr, Tiger Sniff, Entrepreneur等
  • International media: TechCrunch, Forbes (if targeting overseas)

• Content Customization (2-3 weeks before):

  • Interview outline: Brand story, market insights, product differentiation
  • Press release: Angle 1-tech innovation, Angle 2-market opportunity
  • Deep dive: Founder interview, industry trend analysis

• Launch Rhythm (Launch week):

  • Day 1: Core media exclusive release
  • Day 2-3: Industry media follow-up coverage
  • Day 4-7: Mass media secondary传播

Success Cases:

• Anker: Built "high quality" image through US tech media reviews
• Yuanqi Senlin: Multiple media reported "sugar-free revolution," triggering industry attention

ROI Data:

• Media coverage数量: 10-30 articles (SMEs)
• Media value equivalent: 3-5x advertising cost
• Brand search volume: 200-500% increase after launch

Budget Reference:

• PR agency service: 50,000-150,000 yuan/month (3 months minimum)
• Media collaboration fee: 20,000-50,000 yuan/article (deep coverage)

Strategy 4: Influencer Launch

Core Logic: Build user trust through KOL authentic experience sharing

Execution Steps:

• KOL Screening (2-3 weeks before):

  • Top-tier KOLs (1M+ followers): 1-3 people, brand endorsement
  • Mid-tier KOLs (100K-1M followers): 10-30 people, deep seeding
  • Micro KOLs (10K-100K followers): 50-100 people, word-of-mouth matrix

• Content Co-creation (1-2 weeks before):

  • Provide product experience: Ship 1-2 weeks in advance
  • Content brief: Brand keywords + creative freedom
  • Release rhythm: Unified release time or in batches

• Platform Selection:

  • Xiaohongshu: Female users, high seeding conversion rate
  • Douyin: Young users, strong video传播力
  • B站: Tech/gaming users, deep reviews
  • WeChat: Private traffic, high repurchase rate

Success Cases:

• Perfect Diary: Xiaohongshu KOL matrix, 6 months GMV from 0 to 1 billion
• Yuanqi Senlin: Douyin KOL reviews, single product annual sales 2 billion

ROI Data:

• KOL seeding conversion rate: 8-15% (industry average 3-5%)
• Content传播系数: 1:5-1:10 (Every 1 yuan invested gets 5-10 yuan exposure)
• User recommendation rate: 20-30% of KOL-reached users actively recommend

Budget Reference:

• Top-tier KOL: 50,000-200,000 yuan/post
• Mid-tier KOL: 10,000-50,000 yuan/post
• Micro KOL: 1,000-5,000 yuan/post
• Total budget: 200,000-1 million yuan (complete matrix)

Strategy 5: Community Launch

Core Logic: Build brand loyalty and word-of-mouth through deep user participation

Execution Steps:

• Community Building (4-8 weeks before):

  • WeChat groups: Seed user groups (100-500 people)
  • WeChat Official Account: Brand content + user interaction
  • Mini-program community: User UGC content沉淀

• User Participation (2-4 weeks before):

  • Product co-creation: Invite core users to participate in product testing
  • Content co-creation: User stories, usage scenario collection
  • Event planning: Online sharing sessions, offline experience days

• Word-of-Mouth Fission (Launch week):

  • Referral mechanism: Invite friends get discounts
  • UGC incentives: Share experience get gifts
  • Community exclusive: First launch discount only for community members

Success Cases:

• Xiaomi: 500,000 seed users in MIUI forum, becoming cornerstone of brand development
• Cha Yan Yue Se: WeChat group fan repurchase rate reached 68%

ROI Data:

• Community user conversion rate: 25-40% (5-8x normal traffic)
• User recommendation rate: 60-80% of community members actively recommend
• Average order value: Community users 30-50% higher than normal users

Budget Reference:

• Community operations staff: 1-2 people (full-time)
• User incentives: 50,000-100,000 yuan/month
• Event cost: 20,000-50,000 yuan/event

Strategy 6: Paid Media Launch

Core Logic: Quickly acquire traffic and users through paid advertising

Execution Steps:

• Ad Platform Selection:

  • Search ads: Baidu, Shenma (capture active demand)
  • Feed ads: Today's Headlines, Tencent News (passive reach)
  • Social ads: WeChat Moments, Douyin (brand exposure)
  • E-commerce ads: Tmall, JD (direct conversion)

• Creative and Placement:

  • A/B testing: 3-5 creative sets, test click-through rate
  • Audience targeting: Age, interests, behavior, geography
  • Bidding strategy: CPM (exposure), CPC (click), CPA (conversion)

• Data Optimization:

  • Real-time monitoring: CTR, CVR, ROI
  • Dynamic adjustment: Turn off low-performing ads, increase high-performing ads
  • Audience optimization: Optimize targeting based on conversion data

Success Cases:

• Yuanqi Senlin: Douyin feed ads, CPA controlled at 8-12 yuan
• Perfect Diary: Moments ads, first day ROI reached 1:5

ROI Data:

• Search ad conversion rate: 5-10% (2-3x feed ads)
• Ad ROI: 1:3 to 1:5 (can reach 1:8+ after optimization)
• Customer acquisition cost: 20-100 yuan/person (depends on industry and competition)

Budget Reference:

• Testing period: 50,000-100,000 yuan (test creatives and audience)
• Scaling period: 300,000-1 million yuan/month (adjust based on ROI)

Strategy 7: Promotional Launch

Core Logic: Quickly acquire users by lowering decision barriers with limited-time offers

Execution Steps:

• Offer Design:

  • Early bird discount: First 100 users 50% OFF
  • Limited-time discount: 20% off within 48 hours of launch
  • Buy-one-get-one: Buy 1 get 1 free, buy 2 get 3 free
  • Threshold discount: 200 minus 50, 500 minus 150

• Urgency Creation:

  • Countdown: Only XX items left, offer only XX hours left
  • Limited quantity: Daily limited release, limit 1 per person
  • Social proof: XXXX people already purchased

• Traffic Conversion:

  • Landing page optimization: Highlight offers, simplify process
  • Customer support: Real-time answer user questions
  • Logistics guarantee: Commit delivery time

Success Cases:

• Xiaomi: 1999 yuan pricing broke market bottom line, 300,000 units sold out in 5 hours
• Cha Yan Yue Se: Buy-one-get-one opening, single day sales reached 2000 cups

ROI Data:

• First launch conversion rate: 15-30% (3-5x normal)
• Average order value: 20-40% lower during promotion period, but sales 300-500% higher
• Repurchase rate: First launch users repurchase rate 40-60%

Budget Reference:

• Offer cost: 20-40% of sales revenue
• Ad support: 100,000-300,000 yuan (amplify offer effect)
• Total investment: 300,000-1 million yuan (depends on offer intensity)

Chinese Market Brand Launch Channel Matrix

Social Media Platforms

1. WeChat Ecosystem

Official Account:

• User scale: 1.2 billion+
• Suitable content: Brand stories, in-depth articles, product tutorials
• Publishing strategy: 1-3 times per week, original + curated combination
• Reference cost: Agency operations 50,000-150,000 yuan/month

Video Account:

• User scale: 500 million+
• Suitable content: Product showcase, user testimonials, behind-the-scenes
• Publishing strategy: 2-4 posts per week, short videos 1-3 minutes
• Reference cost: Content production 5,000-20,000 yuan/post

Mini-program Store:

• Conversion rate: 50-100% higher than H5
• Suitable scenarios: Direct purchase, membership services, booking experience
• Development cost: 100,000-300,000 yuan

2. Douyin Ecosystem

Brand Account Operations:

• User scale: 700 million+
• Suitable content: Creative short videos, product demos, story placement
• Publishing frequency: 1 post daily, maintain activity
• Reference cost: Operations team 2-3 people, monthly investment 50,000-100,000 yuan

DOU+ Promotion:

• Minimum investment: 100 yuan
• ROI: 1:3 to 1:8 (after optimization)
• Suggested budget: 500-5,000 yuan daily, 10,000-20,000 yuan testing period

Live Streaming Sales:

• Conversion rate: 5-15% (2-3x short videos)
• Streamer selection: Top-tier (1M+ followers) 20-30% commission, Mid-tier (100K-1M) 15-25% commission
• Suggested budget: Slot fee 10,000-100,000 yuan + commission

3. Xiaohongshu Ecosystem

Brand Account Operations:

• User scale: 200 million+
• User persona: 18-35 year old females, first and second-tier cities
• Suitable content: Product reviews, usage insights, seeding notes
• Publishing frequency: 3-5 posts per week
• Reference cost: Operations team 1-2 people, monthly investment 30,000-80,000 yuan

KOL Collaboration:

• Top-tier KOLs (1M+ followers): 50,000-200,000 yuan/post
• Mid-tier KOLs (100K-1M): 10,000-50,000 yuan/post
• Micro KOLs (10K-100K): 1,000-5,000 yuan/post
• Suggested matrix: 1 top-tier + 10 mid-tier + 50 micro

4. B站 Ecosystem

Brand Account Operations:

• User scale: 250 million+
• User persona: Gen Z (post-95s, post-00s)
• Suitable content: Deep reviews, unboxing videos, tech analysis
• Publishing frequency: 1-2 posts per week, long videos 5-15 minutes
• Reference cost: Content production 10,000-50,000 yuan/post

UP主 Collaboration:

• Top 100 UP主 (1M+ followers): 50,000-150,000 yuan/post
• Mid-tier UP主 (100K-1M): 10,000-50,000 yuan/post
• New UP主 (10K-100K): 2,000-10,000 yuan/post
• Suggested selection: Tech, lifestyle, fashion section UP主

5. Weibo Ecosystem

Brand Account Operations:

• User scale: 550 million+
• Suitable content: Trending topics, celebrity endorsements, user interaction
• Publishing frequency: 3-5 posts daily, maintain activity
• Reference cost: Operations team 1-2 people, monthly investment 20,000-50,000 yuan

Trending Topics:

• Trending search: 100,000+ searches needed to rank
• Topic ranking: Brand topic #XXX Brand Launch#
• Reference cost: 50,000-200,000 yuan (listing fee + KOL coordination)

E-commerce Platforms

1. Tmall

Flagship Store Entry:

• Annual fee: 60,000 yuan (refundable)
• Deposit: 50,000-150,000 yuan
• Technical service fee: 2-5% of sales

Launch Period Promotion:

• Zhuanche: Pay-per-click, CPC 1-5 yuan
• Zhuanzhan: Pay-per-impression, CPM 50-200 yuan
• Chaoji Tuijian: Feed ads, CPC 0.5-3 yuan
• Suggested budget: 1,000-10,000 yuan daily

2. JD

Flagship Store Entry:

• Annual fee: 12,000 yuan
• Deposit: 10,000-100,000 yuan
• Platform usage fee: 3-8% of sales

Launch Period Promotion:

• JD Express: CPC 1-4 yuan
• JD Display: CPM 40-150 yuan
• Suggested budget: 800-8,000 yuan daily

3. Pinduoduo

Brand Store Entry:

• No annual fee
• Deposit: 10,000-50,000 yuan
• Technical service fee: 0.6%-3% of sales

Launch Period Promotion:

• Scene promotion: CPC 0.3-2 yuan
• Search promotion: CPC 0.5-2.5 yuan
• Suggested budget: 500-5,000 yuan daily

Offline Channels

1. Convenience Store Channels

Coverage:

• 7-11: First and second-tier city core business districts
• Family: Mainly East China region
• Lawson: Yangtze River Delta, Beijing-Tianjin-Hebei
• C-store: South China region

Entry Fees:

• Barcode fee: 5,000-20,000 yuan/barcode
• Display fee: 3,000-10,000 yuan/store/month
• Promotion fee: 5,000-20,000 yuan/time

Suitable Products:

• Beverages, snacks, daily necessities等 high-frequency consumer goods
• Unit price: 5-20 yuan optimal

2. Supermarket Channels

Coverage:

• Large chains like Walmart, Carrefour, Yonghui
• Regional supermarkets (like Wumart, CR Vanguard)
• Premium supermarkets (like Ole', CitySuper)

Entry Fees:

• Barcode fee: 10,000-50,000 yuan/barcode
• Promoter cost: 3,000-5,000 yuan/person/month
• Promotion events: 20,000-100,000 yuan/time

Suitable Products:

• Home, personal care, food等 medium-high price products
• Unit price: 20-200 yuan

3. Pop-Up Store

Location Suggestions:

• Shopping center atrium: High traffic, rent 20,000-100,000 yuan/week
• Popular district street front: Strong exposure, rent 50,000-200,000 yuan/week
• Creative park: Matching tone, rent 10,000-50,000 yuan/week

Operations Suggestions:

• Duration: 1-4 weeks
• Event planning: New product experience, interactive games, limited-time offers
• Staffing: 3-8 people (store manager + sales associates)

ROI Reference:

• Customer acquisition cost: 50-200 yuan/person
• Brand exposure: 10,000-50,000 person-times (depends on location and duration)
• Sales conversion: 10-30% of visitors purchase

sitemap: status: "published" publishDate: "2026-02-02"

Complete Brand Launch Checklist

Pre-Launch Preparation (Pre-Launch Checklist)

Brand Positioning and Strategy (Week 1-2)

• Define target customer persona (age, gender, income, geography, interests)
• Define brand core values (3-5 keywords)
• Write brand story (founding story, mission and vision, brand promise)
• Define brand personality (professional, innovative, approachable, stylish, etc.)
• Competitor analysis (at least 3-5 main competitors' positioning and strategies)
• Differentiated positioning (What is our unique advantage?)

Visual Identity System (Week 3-5)

• Logo design (Main logo, simplified version, single-color version)
• Color scheme (Primary, secondary, neutral colors, RGB/CMYK/Pantone values)
• Font selection (Brand fonts: Chinese/English, headlines, body text)
• Supporting graphics (Icons, illustrations, textures)
• Photography style (Product photography, scene photography standards)
• VI guidelines (Logo usage guidelines, color applications, font hierarchy)

Brand Touchpoint Design (Week 6-8)

• Website design
  • Homepage (Brand introduction, core products, value proposition)
  • Product pages (Product details, specifications, purchase buttons)
  • About page (Brand story, team introduction, development history)
  • Contact page (Contact information, online customer service, map)
  • Mobile adaptation (Responsive design, ensure mobile experience)
• Social media visuals
  • WeChat Official Account header, menu, auto-reply
  • Douyin/Video Account cover, avatar, bio
  • Xiaohongshu homepage, note templates
  • Weibo avatar, background, topic page
• Product packaging
  • Main packaging box design (Logo, product image, specifications)
  • Manual/card design
  • Accessory packaging (like charging cable, warranty card)
  • Shipping box design (External packaging brand exposure)
• Marketing materials
  • Business cards (Founder, sales, customer service)
  • Posters/roll-up banners (Exhibitions, store use)
  • PPT templates (Business presentation use)
  • Email templates (Welcome emails, marketing emails)

Content and Communication Strategy (Week 9-11)

• Brand content creation
  • Brand story copy (300-800 words)
  • Product introduction copy (Core selling points, usage scenarios)
  • Customer cases/testimonials (3-5 real cases)
  • Industry insight articles (Show professionalism)
• Content calendar planning
  • 1 month before launch: Teaser content (suspense, countdown)
  • Launch week: Intensive content publishing (1-3 posts daily)
  • 3 months after launch: Continuous content operations (2-4 posts weekly)
• Communication channel preparation
  • Social media account registration and verification
  • Email list building (Seed user email collection)
  • PR media list (At least 20-30 target media)
  • KOL list (At least 10-30 collaboration KOLs)
• Ad placement preparation
  • Ad creative design (3-5 different angles)
  • Landing page design (Highlight offers, simplify process)
  • Ad account opening (Douyin, WeChat, Baidu, etc.)
  • Tracking code installation (GA, conversion tracking)

Team and Resource Allocation

• Internal team building
  • Project lead (Coordination)
  • Brand manager (Strategy execution)
  • Designer (Visual design)
  • Content operations (Social media, copywriting)
  • Customer support (Pre-sales and after-sales)
• External partners
  • PR agency (Media relations)
  • Design/ad agency (Creative production)
  • KOL/MCN agency (Content dissemination)
  • E-commerce operations agency (Tmall/JD operations)
• Budget planning
  • Brand design: 30,000-50,000 yuan
  • Website development: 10,000-30,000 yuan
  • Content creation: 50,000-100,000 yuan/month
  • Ad placement: 100,000-500,000 yuan/month
  • KOL collaboration: 100,000-300,000 yuan
  • PR expenses: 50,000-150,000 yuan

Launch Week Execution (Launch Week Checklist)

2 Days Before Launch

• Final testing
  • Website functionality testing (All links, forms, payments)
  • Mobile testing (iOS, Android different devices)
  • Social media content pre-publishing (Check images, copy, links)
  • Ad account balance confirmation (Ensure sufficient budget)
• Team preparation
  • Launch process training (All team members clear on division of labor)
  • Contingency plan preparation (Negative feedback, technical failures)
  • Customer service training (Product knowledge, FAQs, scripts)
  • Data dashboard setup (Real-time monitoring of traffic, conversions)

Launch Day

• Morning 9:00-12:00
  • Official launch (Website, social media synchronized)
  • PR release (Core media exclusive first release)
  • KOL content publishing (Unified time or in batches)
  • Ad placement launch (Feed, search ads)
• Afternoon 12:00-18:00
  • Social media engagement (Reply to comments, repost UGC)
  • Media interview follow-up (Supplementary materials, Q&A)
  • Data monitoring (Traffic, conversions, ad ROI)
  • Customer service response (Timely answer user questions)
• Evening 18:00-24:00
  • Review day's data (Traffic peaks, conversion rates, user feedback)
  • Adjust optimization strategies (Increase high-performing ad spend, turn off low-performing ads)
  • Prepare next day's content (Adjust based on user feedback)

3 Days After Launch

• Continuous content output
  • User testimonials (Share orders, positive reviews screenshots)
  • Behind-the-scenes (Team stories, product details)
  • Usage tutorials (Product feature demos)
• Media follow-up
  • Secondary dissemination (Industry media deep coverage)
  • Interview release (Founder/product head)
  • Review content (Tech media/KOL reviews)
• Data optimization
  • Ad creative optimization (Apply A/B test results)
  • Audience targeting optimization (Adjust based on conversion data)
  • Landing page optimization (Improve conversion rate)

Post-Launch Continuous Operations (Post-Launch Checklist)

Month 1: Consolidate Early Results

• Content operations
  • Social media: 1-3 posts daily, maintain activity
  • Official account: 2-3 posts weekly, in-depth content
  • Video content: 1-2 posts weekly, product showcase/user testimonials
• Community operations
  • WeChat groups: Daily interaction, Q&A
  • Membership system: Points, levels, exclusive benefits
  • Referral program: Invite friends get discounts
• Ad placement
  • Optimize ROI: Turn off low-performing ads, increase high-performing ads
  • Expand channels: Test new platforms (like B站, Zhihu)
  • Audience expansion: Expand audience based on conversion data

Months 2-3: Enhance Brand Influence

• PR deepening
  • Industry reports: Publish market insight reports
  • Data news: Publish user data/sales data
  • Honors and awards: Apply for industry awards/media rankings
• KOL matrix
  • Top-tier KOLs: Sign long-term spokespersons
  • Mid-tier KOLs: Continuous content collaboration
  • Micro KOLs: Word-of-mouth matrix deployment
• Offline events
  • Pop-up stores: Core city experience stores
  • Industry exhibitions: Exhibiting/speaking
  • User meetups: Enhance user stickiness

Months 4-6: Scale Growth

• Channel expansion
  • New e-commerce platforms: Pinduoduo, Douyin e-commerce
  • Offline channels: Convenience stores, supermarkets
  • Overseas markets: Cross-border e-commerce (if applicable)
• Product matrix
  • New product launches: Product line expansion
  • Limited editions: Holiday limited, collaboration editions
  • Product bundles: Increase average order value
• Brand upgrade
  • Visual optimization: Adjust based on market feedback
  • Brand collaborations: Cooperate with other brands
  • Social responsibility: Public welfare activities, environmental initiatives

ROI Calculation: Investment Return Analysis for Conversion Rate Optimization

Cost Analysis

Taking SME brand launch as example:

Benefit Analysis (Based on Real Case Data)

Assuming brand launch achieves:

• Conversion rate increase: From 2% to 5% (150% increase)
• Monthly visitors: 10,000
• Average order value: $50

Monthly revenue increase:

• Before launch: 10,000 × 2% × $50 = $10,000/month
• After launch: 10,000 × 5% × $50 = $25,000/month
• Monthly increase: $15,000

Payback Period Calculation

Investment Payback Period = $90,000 ÷ $15,000/month = 6 months

3-Year ROI

• 3-year total revenue increase: $15,000/month × 36 months = $540,000
• ROI Multiple = ($540,000 - $90,000) ÷ $90,000 = 5x

Conclusion: As a core component of brand growth solutions, brand launch achieves 6-month payback through systematic conversion rate optimization and customer trust building, with 3-year ROI reaching 5x, making it a high-return investment.

sitemap: status: "published" publishDate: "2026-02-02"

Brand Launch FAQ

Q1: How long does a brand launch take?

A: Typically requires 3-4 months (12-16 weeks), specific process:

• Week 1-2: Brand positioning and strategy
• Week 3-5: Visual identity system
• Week 6-8: Touchpoint design
• Week 9-11: Content and communication strategy
• Week 12-16: Launch and optimization

Accelerated Plan: If team resources are sufficient, can compress to 2 months, but not recommended to rush - quality over speed.

Q2: What budget does a brand launch need?

A: Depends on industry and target market, typical budget ranges:

Budget allocation recommendations:

• 30% Visual identity (Logo, VI, design)
• 30% Website and digital assets
• 25% Content creation and marketing
• 15% Launch events and advertising

Q3: What's most important in a brand launch?

A: Clear brand positioning is most important, because:

• Positioning determines visual style and communication content
• Clear positioning saves significant trial and error costs later
• Blurry positioning is the #1 cause of brand failure

Professional brand strategy consulting helps businesses quickly clarify differentiated positioning, avoiding customer churn from blurry positioning.

Case: Nike positions "sports performance" vs Adidas positions "sports fashion" - both successful, but each has clear positioning.

Q4: Is it necessary for small businesses to do brand launches?

A: Absolutely necessary, because:

• Systematic brand launch builds trust, improves conversion rates
• Brand is long-term competitiveness, not short-term marketing
• Early investment avoids larger brand rebuilding costs later

Through systematic customer trust building, even small businesses can achieve 200%+ conversion rate increase within 3-6 months. Data shows small businesses using brand growth solutions have 4x higher 5-year survival rates.

Data: Small businesses with brands have 80% 5-year survival rate; those without only 20%.

Q5: How soon can you see results after brand launch?

A: Typically 3-6 months to see significant results:

• Within 1 month: Website traffic increases (if doing SEO and ads)
• Within 3 months: Brand awareness increases, repeat customers increase
• Within 6 months: Conversion rate steadily improves, market share grows

Acceleration methods: Increase marketing budget, KOL collaboration, PR release, etc.

Q6: How to measure brand launch success?

A: Key metrics:

Q7: Most common reasons for brand launch failure?

A: Top 5 failure reasons:

• Blurry positioning: Trying to satisfy everyone, ending up satisfying no one
• Visual inconsistency: Logo, website, social media style not unified
• Giving up too early: Giving up after 3 months without results, brand building needs long-term investment
• Ignoring feedback: Not listening to customer feedback, sticking to wrong direction
• Insufficient budget: Brand launch budget cut, anti-climactic

Prevention methods: Hire professional consulting, proper budget planning, establish data monitoring.

Q8: What's the difference between B2B and B2C brand launches?

A: Main differences:

Q9: Should brand launch be outsourced or done in-house?

A: Depends on resources:

Outsourcing suitable for:

• Startups lacking professional teams
• Need quick professional results
• Sufficient budget ($50,000+)

In-house team suitable for:

• Have professional design/marketing teams
• Long-term brand building needs
• Limited budget

Hybrid model (recommended): Core strategy outsourced, daily operations by in-house team.

Q10: Does brand launch need continuous investment after launch?

A: Yes, brand launch is not a one-time project, needs continuous investment:

Recommendation: List brand marketing budget as fixed annual budget (5-10% of annual revenue).

Q11: How to do brand launch with limited budget?

A: Lean brand launch strategy (suitable for budget < 100,000 yuan):

• Focus on core:

  • Good logo and basic VI (5,000-10,000 yuan)
  • Build simple but professional website (5,000-15,000 yuan)
  • Open 1-2 core social media accounts

• Content first:

  • Create content yourself (Founder/team)
  • User testimonials are best advertising (encourage sharing)
  • Optimize content through data-driven approach

• Low-cost channels:

  • SEO (free but takes time)
  • Social media organic growth (daily interaction)
  • Community operations (WeChat groups, Xiaohongshu)
  • PR coverage (if story has news value)

Success Case: Xiaomi early stage relied on forum operations and word-of-mouth, marketing cost only 1/10 of traditional brands.

Q12: How to handle negative feedback during brand launch?

A: Negative feedback handling process:

• Quick response (Within 2-4 hours):

  • Don't delete negative comments (appears guilty)
  • Sincere apology or explanation (admit problem)
  • Provide solution (compensation, improvement)

• Categorized handling:

  • Product issues: Technical support + after-sales
  • Service issues: Customer service follow-up + process improvement
  • Misunderstandings/doubts: Patient explanation + provide evidence
  • Malicious attacks: Preserve evidence, legal means if necessary

• Turn crisis into opportunity:

  • Solve problems openly and transparently
  • Show brand responsibility
  • Convert crisis handling cases into brand stories

Case: Haidilao turned negative reviews into service improvement opportunities, actually enhancing brand goodwill.

Q13: Should brand launch choose single market or multi-market simultaneous launch?

A: Depends on resources and capabilities:

Single market first launch (recommended):

• Advantages: Concentrated resources, low trial and error cost, easy to succeed
• Suitable for: Startups, limited budget
• Case: Cha Yan Yue Se deepened roots in Changsha, then expanded to Wuhan, Shenzhen

Multi-market simultaneous launch:

• Advantages: Quickly occupy market, large brand momentum
• Disadvantages: Scattered resources, high risk
• Suitable for: Mature companies, sufficient budget
• Case: Apple new products global synchronized launch

Gradual expansion (best practice):

• Core city/market first launch (establish success case)
• Regional market expansion (optimize process)
• National market coverage (scale growth)

Q14: How to judge if brand launch is successful?

A: Multi-dimensional evaluation:

Quantitative metrics (3-6 months after launch):

• Website traffic growth: 50-200%
• Conversion rate increase: 150-300%
• Social media follower growth: 1,000-10,000+
• Brand search volume growth: 200-500%
• Sales growth: 100-500%

Qualitative metrics:

• User word-of-mouth: Positive review ratio >80%
• Media coverage: 10+ positive coverage
• Industry influence: Competitors start imitating
• Team confidence: Internal brand identity enhanced

Milestone events:

• Users spontaneously recommend brand
• Industry media proactively cover
• Investors/partners proactively contact
• KOLs proactively seek collaboration

Q15: How to maintain buzz after brand launch?

A: Continuous operations strategy:

• Content calendar:

  • Publish 2-4 original content pieces weekly
  • Combine with trending topics (holidays, industry events)
  • Regularly publish user testimonials and cases

• Event planning:

  • Monthly themed activities (like: user story collection)
  • Quarterly large events (like: Brand day, limited-time offers)
  • Annual celebrations (like: Brand anniversary)

• Product iteration:

  • Regularly launch new products or upgrades
  • Limited editions/collaboration editions create topics
  • Improve products based on user feedback

• Community operations:

  • Daily community interaction
  • Online/offline user events
  • User co-creation programs

• PR持续:

  • Regularly release news (Data, milestones)
  • Founder/executive interviews
  • Industry insight articles

Case: Xiaomi maintains brand buzz through weekly MIUI updates and Mi Fan Festival.

Q16: How much impact does brand launch have on initial market penetration?

A: Let data speak:

Comparative study (with brand launch vs without brand launch):

• Market awareness: With brand launch 300-500% higher than without
• Customer trust: With brand launch 180-250% higher than without
• Customer acquisition cost: With brand launch 40-60% lower than without
• Conversion rate: With brand launch 150-300% higher than without

Market penetration speed:

• With systematic brand launch: 3-6 months reach 10-20% market share
• Without brand launch: 12-24 months to reach same level

Case comparison:

• Yuanqi Senlin: Achieved 30% sugar-free beverage market share within 3 years
• Traditional beverage brands: 5-10 years to reach similar level

Conclusion: Brand launch is market penetration accelerator, can increase market entry speed 3-5x.

Q17: How to create buzz and heat in brand launch?

A: Buzz creation strategy:

• Teaser warm-up:

  • Launch countdown: Release one clue daily
  • Vague teaser: Silhouette, close-up shots, mysterious copy
  • KOL advance experience: Trial after signing NDA

• Controversial topics:

  • Challenge industry conventions (like Xiaomi 1999 yuan pricing)
  • Propose disruptive viewpoints (like Yuanqi Senlin "0 sugar 0 fat 0 calories")
  • Compare with competitors (but with evidence and reasoning)

• Emotional stories:

  • Founding story (Hardship, persistence, original intention)
  • User stories (Real, touching, relatable)
  • Social responsibility (Environmental protection, public welfare, values)

• Data news:

  • Publish industry data/reports
  • Announce user data/sales data
  • Share internal operational data

• Event marketing:

  • Launch events/pop-up stores
  • Online/offline activities
  • Limited-time offers/flash sales

Cases:

• Xiaomi "Born for enthusiasts" resonated with tech enthusiasts
• Yuanqi Senlin "Sugar-free revolution" triggered healthy lifestyle discussions
• Cha Yan Yue Se "Must-drink in Changsha" became city cultural symbol

Q18: What's the continuous operations strategy after brand launch?

A: 6-month continuous operations plan:

Month 1: Maintain momentum

• Daily social media interaction
• User testimonial sharing
• Behind-the-scenes release
• Quick response to user feedback

Months 2-3: Deepen influence

• Continuous KOL collaboration
• PR deep coverage
• Industry award applications
• Offline event launch

Months 4-6: Scale growth

• New product launches
• Channel expansion
• Brand collaborations
• Social responsibility projects

Long-term operations:

• Content calendar: Plan 1 month in advance
• Data monitoring: Weekly data review
• User research: Quarterly once
• Brand upgrade: Annually once

Budget allocation (taking 10 million annual revenue as example):

• Content creation: 50,000-80,000 yuan/month
• Social media operations: 30,000-50,000 yuan/month
• Ad placement: 100,000-300,000 yuan/month
• PR events: 50,000-100,000 yuan/quarter
• Total budget: 8-12% of annual revenue

Q19: How to choose suitable launch channel combination?

A: Channel selection matrix:

By target audience:

• Young women (18-35): Xiaohongshu + Douyin + WeChat
• Young men (18-35): B站 + Douyin + Zhihu
• Business professionals: LinkedIn + WeChat + Industry media
• Mass consumers: Douyin + WeChat + Tmall/JD

By budget size:

• Small budget (< 100,000 yuan): Social media organic growth + SEO + Community operations
• Medium budget (100,000-500,000 yuan): Above + KOL collaboration + Feed ads
• Large budget (>500,000 yuan): Above + PR + Event marketing + Omni-channel ads

By product type:

• FMCG: Douyin + Xiaohongshu + Convenience store channels
• Durable goods: B站 + Zhihu + E-commerce channels
• Luxury goods: WeChat + PR + Offline boutique stores
• SaaS/Software: Zhihu + PR + Industry media

Combination strategy (recommended):

• Core channels: 1-2 (Main resource investment)
• Supporting channels: 2-3 (Moderate resource investment)
• Testing channels: 1-2 (Small budget testing)

Q20: How to reposition after brand launch failure?

A: Brand rebranding process:

• Diagnostic analysis (3 months after launch):

  • Data review: Which metrics didn't meet targets?
  • User research: Why users didn't buy in?
  • Competitor analysis: What competitors did well?
  • Internal review: Execution problem or strategy problem?

• Adjust strategy (1-2 months):

  • Repositioning: Need to adjust target customers/value proposition?
  • Visual optimization: Need to update logo/colors?
  • Product improvement: Optimize product based on user feedback
  • Communication adjustment: Change channels or content angles

• Relaunch (2-3 months):

  • Soft launch: Small-scale test new strategy
  • Collect feedback: Quick iteration optimization
  • Official launch: Multi-channel synchronized rollout

• Candid communication:

  • Admit problems (don't make excuses)
  • Show improvements (Let users see changes)
  • Rebuild trust (Through actions not promises)

Cases:

• A tech brand's first launch had blurry positioning, succeeded after repositioning as "Professional photographer tools"
• Yuanqi Senlin quickly adjusted packaging to emphasize Chinese brand after early "fake Japanese style" controversy

Key: Failure is not the end, but the starting point for learning. Many successful brands have experienced repositioning after failure.

Next Steps: Start Your Brand Launch Journey

You've now understood the complete brand launch checklist, time to take action:

Start Immediately (Today)

• Assess current state: Check if your brand positioning is clear
• Competitor analysis: Research 3-5 competitors' brand strategies
• Set goals: Define 3 key metrics for brand launch success

This Week Actions

• Build team: Internal team or external consultants
• Create timeline: 12-16 week brand launch plan
• Budget planning: Prepare budget needed for brand launch

This Month Actions

• Brand positioning workshop: Clarify brand core values
• Logo and VI design: Start visual identity creation
• Website planning: Design new website or redesign existing website

Long-term Planning (Next 3-6 Months)

• Content system building:

  • Brand story: 300-800 word core narrative
  • Product introduction: Detailed description for each product
  • Customer cases: At least 5-10 real cases
  • Industry insights: In-depth articles showing professionalism

• Communication channel layout:

  • Social media: WeChat, Douyin, Xiaohongshu at least 2 platforms
  • E-commerce: Tmall, JD at least 1 flagship store
  • PR channels: Build 20-30 media collaboration relationships
  • KOL network: Sign 10-30 collaboration KOLs

• Data monitoring system:

  • Website analytics: Google Analytics or Baidu Statistics
  • Social media data: Follower growth, engagement rate, conversion rate
  • Sales data: Channel source, average order value, repurchase rate
  • Brand health: Brand search volume, mentions, sentiment analysis

• Continuous optimization mechanism:

  • Weekly data review meetings
  • Monthly strategy adjustment meetings
  • Quarterly brand research
  • Annual brand upgrade

Resource Downloads and Tool Recommendations

Brand launch tool checklist:

• Design tools: Figma (free), Canva (freemium), Adobe Creative Cloud
• Social media management: Later, Hootsuite, Feigua Data
• Data analytics: Google Analytics, Baidu Statistics, GrowingIO
• PR tools: PR Newswire, Business Wire, PR Newswire
• KOL collaboration: Xiaohongshu Dandelion, Douyin Star Map, B站Flower Fire

Learning resources:

• Books: "Positioning", "Brandwashing", "Influence"
• Courses: Coursera brand management courses, Dedao brand column
• Cases: Xiaomi, Yuanqi Senlin, Cha Yan Yue Se brand launch case analysis
• Communities: Brand Alliance, Marketing communities, LinkedIn brand groups

Common Misconceptions and Pitfalls Guide

Misconception 1: Brand launch = LOGO design

• ❌ Wrong perception: Brand launch is just designing a good-looking LOGO
• ✅ Correct perception: Brand launch is complete brand strategy implementation, including positioning, visuals, content, communication, and other dimensions

Misconception 2: Brand launch is a one-time activity

• ❌ Wrong perception: It's over after launch
• ✅ Correct perception: Brand launch is the beginning of continuous operations, needs long-term investment

Misconception 3: Skip brand launch if budget is insufficient

• ❌ Wrong perception: No money means no brand launch
• ✅ Correct perception: Lean brand launch, small budget can do big things (like Xiaomi early case)

Misconception 4: Imitate competitor brand strategy

• ❌ Wrong perception: Do whatever competitors do
• ✅ Correct perception: Differentiated positioning, find your unique advantages

Misconception 5: Brand launch shows immediate results

• ❌ Wrong perception: Sales explode immediately after launch
• ✅ Correct perception: Brand building takes time, usually 3-6 months to see significant results

Pitfalls guide:

• Do market research in advance, avoid making decisions by gut feel
• Reserve 20-30% contingency budget for unexpected situations
• Establish data monitoring system to discover problems in time
• Listen to user feedback, don't be stubborn
• Be patient, brand building is long-term investment

sitemap: status: "published" publishDate: "2026-02-02"