Title: Amplifying Visibility for Your New Brand: A Step-by-Step Guide
Introducing Lauren Pasquale Bartlett, the Chief Marketing Officer of Ingenovis Health, who generously shares insights on navigating a parent brand launch in a crowded market. Let's dive into the steps she and her team employed to successful build brand recognition for Ingenovis Health in 2021?
First things first, start by building internal motivation and backing. Engage your executive and leadership teams, they are your primary influencers and communication powerhouses. Employees serve as your next best brand ambassadors and an ideal focus group for new brand messaging interpretations.
Next, develop a phased approach with realistic timelines. Setting awareness targets and allocating resources to establish differential is crucial. Understand that building brand recognition follows a lengthy process, often spanning months or years until your brand name becomes common knowledge. Once your brand name gains traction, you'll need to convey your unique market position and explain the differential conclusively, just like Uber demonstrated by making it clear they fostered a new transportation paradigm instead of being just a better cab service.
Now, craft your marketing strategy to reach your target audience and create buzz. The recipe for success includes expertly employing paid, owned, and earned media, along with digital marketing, events, and thought leadership to introduce and enhance your brand reputation. An experienced PR team is essential to securing media placements on top-tier outlets, helping you earn a strong share of voice in your industry.
Measure and evolve as your brand matures. Regularly monitoring your campaigns, stakeholder surveys, and social media sentiment are essential to understanding your progress and adjusting your strategy when necessary. Remember, as your brand grows, your messaging must adapt to communicate innovation, thought leadership, category disruption, and other unique concepts.
Lastly, establishing valuable brand equity begins with achieving brand recognition. Engage expert guidance, revisit market research, rework your messaging and positioning, update your visual identity, roll out in phases, and continue monitoring your progress to build a powerful, differentiated, and successful parent brand within a crowded market.
In the process of launching Ingenovis Health's parent brand, Lauren Pasquale Bartlett, the Chief Marketing Officer, recognized the importance of engaging the executive and leadership teams as primary influencers and communication powerhouses. Later, she emphasized the significance of employing a PR team led by an experienced professional to secure media placements and contribute to a strong share of voice in the industry, as executed by Lauren Pasquale Bartlett and her team.
