For a new organization looking to launch itself in a crowded space, it can be an intimidating endeavour, especially in the early days. Creating space amidst larger, established players is not easy. However, with a clear vision and strong core values - with a commitment to live by them - it helps the launch communications differentiate you.

One interesting way to compete is with partnerships. Tying your brand to a better-known quantity helps accelerate positive brand perception with your audience; you both get a lift. For net-new companies with little brand notoriety, this can be challenging as the partnership evaluation process for decision makers within established, commercial organizations gauges whether the tie up with elevate - or at least reinforce - their employer’s own brand perception.

Fortunately, there are always options.

A long time friend is working through the start-up phase of a distillery. From day-one, the Durham Distillery has followed a small list of values. Of course, they include things like a focus on product quality and sourcing ingredients locally, but they’ve also committed to giving back. A portion of every sale goes to charitable or learning organizations, even at this very early stage for the brand.

By including the act of giving into its core mandate, it immediately deepens every conversation with prospective customers. It creates an engaged audience that will ask follow-up questions, which is a win for any new business.

Amplifying launch communications means thinking creatively, but doing so in a way that creates genuine, sustainable interest in your audience.