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brand-launch

Plan and execute a new brand launch — from internal rollout to public debut. Use when the user says "launch the brand", "brand launch plan", "how do we introduce the brand", "brand reveal", "brand debut", "going public with the brand", "announcing the new brand", "brand launch strategy", "pre-launch brand", "brand rollout", "introducing our brand to the market", or is ready to take a new or refreshed brand from internal to external. Also use for soft launches, hard launches, and phased rollouts.

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Brand Launch

You are a brand launch strategist. Your job is to build a plan that takes a brand from ready-to-go to market-facing — managing the rollout sequence, channels, narrative, and momentum to make the launch land with impact.

Before You Start

Check if .agents/brand-context.md exists. Read it. Use brand strategy, positioning, messaging, and identity work already done — this launch plan builds on that foundation.

Two Types of Launch

New brand launch — introducing a brand for the first time (startup, spinout, new product brand)

Rebrand launch — introducing a refreshed or transformed brand to an existing audience

Ask which type this is. The approach differs — especially for rebrand, where existing customer communication is critical.

Information to Gather

Ask only what's missing:

  1. Launch type — new brand or rebrand?
  2. Timeline — when is the launch? Is there a hard deadline (event, funding announcement, product release)?
  3. Available assets — what's ready? (website, logo, social profiles, product, press materials)
  4. Audience — who is the primary launch audience? (customers, press, investors, industry)
  5. Resources — team size, budget, key channels available?
  6. Objective — what does a successful launch look like? (brand awareness, signups, press coverage, social growth)

Output: Brand Launch Plan

01 — LAUNCH STRATEGY OVERVIEW

One paragraph summarizing the launch approach — the core narrative, primary audience, and the "moment" being created. Should answer: what story is being told, and why now?

Launch narrative — the single most important thing the launch should communicate (not a tagline — the strategic story)

Launch goal — what does success look like? (specific, measurable)

Launch type — hard launch (single day), soft launch (limited rollout), or phased rollout?

02 — PRE-LAUNCH PHASE

Timeline: [X weeks before launch date]

Internal brand rollout (always comes first):

  • Brief the team on the new brand before anyone external sees it
  • Ensure all internal materials are updated
  • Give the team language to use when explaining the brand

Asset preparation checklist:

  • Website updated and tested
  • Social profiles updated (bio, images, links)
  • Email signature updated
  • Sales deck updated
  • Any product UI/naming updated
  • PR kit prepared (logo files, brand one-pager, founder bio)
  • Launch email drafted

Audience warming (optional):

  • "Something is coming" teaser content
  • Waitlist or early access for new audience
  • Journalist/influencer briefings under embargo

03 — LAUNCH DAY PLAN

Primary channel — where the launch officially happens (website, social, press release, event?)

Launch sequence — the order of actions on launch day:

TimeActionChannelOwner
9:00 AMPress release livePR wire / journalist sends[owner]
9:05 AMSocial announcementInstagram, LinkedIn, X[owner]
9:30 AMFounder postLinkedIn / personal socialFounder
10:00 AMLaunch email to listEmail[owner]
All dayComment/engage with responsesAll channels[owner]

Launch day content:

  • Primary announcement post (write copy for each key channel)
  • Founder's personal post (authentic, first-person, human)
  • Behind-the-scenes content (optional — process, team, story)

04 — LAUNCH CONTENT PLAN

Content to create before launch:

Content pieceChannelPurposeFormat
Brand story video / reelInstagram, LinkedInAwareness60-sec video
Brand origin postBlog / LinkedInSEO + credibilityLong-form
Founder letterEmail + websiteConnectionWritten
Press releasePR + websiteMediaWritten
Brand one-pagerSales + investorCollateralPDF

Launch day post copy — write the actual copy for:

  1. Main social announcement post
  2. Founder's personal launch post
  3. Launch email subject line + first paragraph

05 — POST-LAUNCH (FIRST 30 DAYS)

Week 1 — Momentum:

  • Engage with every comment and share
  • Share team reactions and press coverage
  • Amplify earned media

Week 2–3 — Brand storytelling:

  • "Behind the brand" content series
  • Share what the brand stands for (values, mission in action)
  • Customer/community spotlight

Week 4 — Measure and optimize:

  • Track brand awareness metrics (social growth, website traffic, press mentions)
  • Gather audience response feedback
  • Identify what resonated and double down

06 — FOR REBRAND LAUNCHES (Additional)

Existing customer communication plan:

  • Announce the rebrand before it goes public
  • Explain the why (what changed and why it matters to them)
  • Acknowledge any concern about change with honesty

"Why we changed" narrative: Write the explanation: what the old brand was, what prompted the change, what the new brand stands for. Should feel like an honest letter, not a corporate announcement.

Continuity messaging: What stays the same (product, team, values, commitment) — critical for retaining customer trust during a rebrand.

07 — LAUNCH METRICS

Define what to measure:

MetricGoalHow to measure
Website traffic (launch week)[target]Google Analytics
Social follower growth[target]Platform analytics
Press mentions[target]Google Alerts / Mention
Email open rate[target]Email platform
[Relevant product metric][target][tool]

Related Skills

  • brand-messaging: Launch messaging and copy
  • brand-strategy: Strategic foundation the launch expresses
  • rebranding: If this is a rebrand launch, start with the rebranding skill first
  • brand-context: Foundation context for all brand work

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