Brand Launch Checklist: Everything to Do Before, During and After You Launch a New Brand

A brand launch is more than the day a new logo appears. It is a sequence of decisions and preparations that make sure the brand is clear, consistent and ready for the first real customer. This checklist covers what to settle before, during and after launch, whether you are starting from scratch or relaunching.

Before launch: foundations

• [ ] Strategy is written down. Audience, positioning, values and the core message
• [ ] Name is chosen and checked. Domains, social handles, company register and trade mark search. See the naming guide
• [ ] Identity is finished. Logo variations, colours, fonts, imagery and tone of voice
• [ ] Guidelines exist, even a short version. See what to include
• [ ] A messaging framework keeps copy consistent. See the brand messaging framework

Before launch: assets

• [ ] Website live on the new domain, with clear messaging, proof and a way to enquire or buy
• [ ] Email addresses on your own domain
• [ ] Social profiles created and consistent, with the same name and imagery
• [ ] Google Business Profile set up if you serve a local area
• [ ] Stationery and templates: email signature, proposal, invoice and presentation
• [ ] Packaging or product labels approved, with legal information. See the packaging brief template
• [ ] Photography that matches the brand
• [ ] Analytics and conversion tracking set up so you can see what works

Before launch: legal and admin

• [ ] Trade mark search done, and registration considered
• [ ] Company details, terms and privacy policy updated
• [ ] Domain renewals, certificates and redirects in place
• [ ] Supplier and partner details changed where needed
• [ ] Insurance, contracts and regulatory notifications updated, if relevant

Before launch: people

• [ ] Team briefed on the brand, the story and what is changing
• [ ] Everyone knows the key messages and how to answer common questions
• [ ] Approvals process agreed: who signs off new material
• [ ] Customer-facing staff have materials ready

Launch day

• [ ] Announce on owned channels first: website, email list and social media
• [ ] Tell the story, not just the change. Customers care about what it means for them
• [ ] Personal outreach to important customers, partners and suppliers
• [ ] Press or industry contacts, if relevant
• [ ] Monitor responses and answer quickly
• [ ] Check everything works: links, forms, checkout and email delivery

The first 90 days

• [ ] Week 1: fix anything broken and gather first reactions
• [ ] Month 1: replace remaining old materials, update directories and listings
• [ ] Month 2: review early results against your goals: enquiries, traffic, feedback
• [ ] Month 3: run a short brand audit of everything live. Adjust applications that are not working.

Rebrand versus new brand

If this is a rebrand, add:

• [ ] Redirects from old URLs and domains to preserve search rankings
• [ ] A plan for old stock, signage and printed material
• [ ] A clear message about what is changing and what is not
• [ ] Notification of customers, partners and regulators

Our rebrand process guide covers this in more detail.

Common mistakes

• Launching before the website is ready
• Forgetting to brief staff
• Treating launch as one day instead of a period
• Not tracking results
• Leaving old branding live in the corners

Frequently asked questions

How long does it take to prepare a brand launch?

For a new brand, typically several weeks to a few months, depending on the number of materials. See how long a branding project takes.

Should we do a big launch event?

Only if it suits the audience and budget. For many small brands, a clear announcement and personal outreach work better.

What if we are not ready for everything?

Launch the core: name, identity, website and one or two channels. Add the rest in phases.

Can you help plan ours?

Yes. See our startup branding checklist, or book a free brand consultation.