Launching a new product, service or technology is hard work. Done right, it’s one of the most exciting and rewarding milestones in business.

First and foremost, let’s get one thing clear: the reason why you’re launching a new brand is to drive new sales. You won’t hear this from many branding firms, but a brand is only a means to an end, and that end is profit. New brands are only great if they help produce greater amounts of revenue. Keeping that perspective in mind before, during and after the launch of a new product, service or technology informs a broad range of important decisions. It makes the launch process more efficient and it ensures more successful outcomes.