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Launching Brand Identity | Part Two

Clearly small organizations don’t have the budget or the need for a multimedia campaign. Smart organizations create a sales call opportunity to present a new card, or send a PDF announcement to each customer, colleague and vendor. Others use existing marketing channels, such as inserting a brochure with the monthly statement.

In nearly every launch, the most important audience is a company’s employees because it gives an organization an opportunity to help employees reconnect with their company’s vision, what the brand stands for, and its core values. Regardless of the scope and budget, a launch requires a comprehensive communications plan. Rarely is the best launch strategy no strategy, which is the business-as-usual or un-launch. On occasion, an organization may not want to draw attention from the financial community or it’s shareholders, so it may choose to do nothing.