Picture this: you’ve been following along with someone you really align with on Instagram. 

You opt into their freebie, thus making you a part of their email list. 

At first, you’re cool with it. They don’t seem spammy or annoying. 

They provide value and offer different ways you can work with them without it feeling slimy. 

Until…

They re-brand, launch a new website, and have new and improved service offerings. 

What once felt like a genuine relationship, now feels like something they’re shoving down your throat all because it’s new. 

Not the vibe you’re here for, right? Yeah, me either!

Being presented with a forced sales pitch and immediately being turned off because the delivery feels pushy is NOT what you want as a consumer and it’s not what your audience wants either.

So, how can you go about promoting your brand launch in a way that feels genuine and true to who you are as a business owner?

Well, I’ve got some tips for ya! Because after all – when you spend months pouring your heart and soul into your brand, of course you want to promote it. 

And there’s a way you can do that while connecting with your audience in a non-salesy way!

3 Non-Salesy Ways To Promote Your Brand Launch

If you’re working on developing your brand from scratch or if you’re rebranding to make things fresh and clean, there’s a chance you’ve had the thought, “how the heck do I launch this thing?”

Do you just wake up one day and suddenly say, “hey! I’ve got a new website for you.” or “oh look, a new logo!”

Not exactly…

If you’ve read any of my content before, you probably know that my favorite S word is “strategy” and I believe that everything you do for your brand and business should be backed with it.

And that includes the way that you launch your brand (or rebrand) into the world.

You don’t want it to be some shocking surprise that no one expected. 

Instead, you want to strategically bring them on the journey WITH you, so that they feel included and excited for the big reveal!

So, how do you make this happen? There’s a few ways you can do it ⬇️

1. Tell your story (with your face)

In the world of business, telling your story is often described as “sharing your why.”

Why do you do what you do? Who do you help? How do you help? How did you get here?

These are the things that people want to know and they want to hear everything from you personally – not just from words they read on a computer screen. 

The reason this matters so much is because people may decide to follow you because they were interested in something you were promoting, but the reason they STAY is because of who you are and the value that you bring to their life specifically.

Genuine connection on an ongoing basis is what builds loyal followers who want to stick around.

In the midst of building your brand or rebrand, involve your audience and let them know what you’re up to. 

Keep it casual and natural while sharing behind the scenes when you can, so that it feels low pressure yet exciting for them!

If you struggle with telling your story (many of us do), I encourage you to refer back to your branding guidelines and clearly define your core values, mission, and vision.

If you have to, print them out, hang them on your office wall, and ultimately embed them in your heart so that the sincerity of what you do and why you do it begins to naturally ooze out of you in every conversation, in every content piece, and in every transaction. 

Telling your story is truly the heart of your messaging and people want to work with enthusiastic people who actually care.

So, take this as your sign to proudly start telling your story more – whether that’s through your blog posts, podcast episodes, or on Instagram stories – and when you do, talk directly to that target client.

What value can you bring to them? What problems can you help them solve?

When you focus on helping that target client, it will help you shine with authenticity and it will feel less like you're making a sales pitch.

2. Give a sneak peek

As mentioned above, you don’t want your brand launch to come as a surprise to people.

You want them to be expecting it and for them to be excited for it.

The way you can make this happen is by taking your audience behind the scenes when you can and giving them a sneak peek into what you’re creating. 

Talk about what you're working on each day on Instagram stories. Share any roadblocks you’re running into. Share a snapshot from your branding photo session. Give a glimpse of your new business stationary. Or simply post a photo of your current office workspace.

All of these things make your audience feel like they’re creating something WITH you.

When you can do that, they will feel involved in the process and will have a better response when you launch your brand for the world to see.

And if you want to take this a step further, allow opportunities for early access to special giveaways, incentives, or exclusive peeks at what is to come.

If you choose to go that route, I encourage you to make that an incentive for joining your email list and treating your email subscribers as your VIPs – the people who hear the news first and have first dibs on special offers. 

If you’ve yet to create an email list, I encourage you to check out FloDesk – it’s a simple and aesthetic email marketing platform that makes building your list and communicating with them on a regular basis fun and easy!

3. Set up a countdown timer across various platforms

As you anticipate the date you've set to release your new brand into the world, get people excited by setting up a countdown timer.

You can do this on various platforms, including your website, social media, and even in your emails.

For social media, I encourage you to post on stories every few days leading up to the brand launch and display the countdown so people know when it’s coming. 

Additionally, it’s smart to create a few static posts for your grid leading up to the brand launch so that any new followers you may receive can easily get up to speed on what’s happening and join the fun. 

As for actual launch day, make sure that you’re fully prepared and equipped with updated graphics to showcase your new brand to your audience right away!

To make it simple for you, I recommend using Canva to easily create your designs.

PRO TIP: save all of your fonts, brand colors, and logos in Canva so you can easily edit designs, so that everything is on brand and aligned!

For email, I encourage you to stay consistent with your content even throughout the building of your brand, so that you stay top of mind for people and they aren’t caught off guard when you pop back up in their inbox on launch day. 

For example, if you’re known to send an email weekly, keep that your standard and simply adjust your content as needed to include some of that behind the scenes, sneak peek style content leading up to your launch day. 

As the day gets closer, implement a countdown timer in your emails, so they can feel the anticipation and get excited for what's to come!

Lastly, as you’re building out your new website or making edits to your current site to reflect a re-brand, incorporate a countdown timer on your current site to make your users aware of when changes will be live.

This ensures that they know changes are coming and know when exactly to expect them!

Need a Hand With Your Brand?

If you landed on this blog post, there’s a chance you fall into one of two groups:

1. A new business owner looking to build a well-defined brand
2. A seasoned entrepreneur in need of a potential rebrand

If you’re in group one, this is exciting because you get to start off on the right foot.

This blog post is a great starting point for defining your brand strategy and getting things moving in the right direction, but I'm always here if or when you need extra help!

If you’re in group two and think it’s time for a rebrand, I’m glad you’re here! As your business grows and evolves, so should your brand and my brand design service could be the very thing you need. 

With my brand design service, you’ll receive:

• Personalized direct service with a project roadmap for the clearest project communication
• A confidence-building brand consultation to pinpoint your messaging, voice and visuals with clarity
• Target audience strategy to attract the actual customers you are trying to reach
• A visual identity (including a guidelines document) to help you nail that first visual impression with your customers
• Aesthetically user-focused design elements to build brand equity and communicate the credibility you deserve
• Brand elevations with your new brand applied to jumpstart your brand launch

LEARN MORE HERE.

Here’s to building your brand strategically and launching it intentionally!

Your designer friend always,