· 2 min read
The 10-week brand launch: a week-by-week plan
How we take a brand from first workshop to launch day in ten weeks, what happens each week, and where most launches slip.
Ten weeks is enough time to launch a brand properly, if the steps happen in the right order. Here is the plan we use, week by week.
Weeks 1–2: Discover
We start with a founder workshop, a look at the numbers and a map of competitors and alternatives. Where possible, we speak to five to eight real customers.
Where it slips: skipping customer conversations because "we already know". You usually do not, and one conversation can change the whole plan.
Weeks 2–3: Position
We turn what we learned into a one-page position: who we serve first, the promise, the proof, the price. Then a messaging house: the headline idea and three supporting points.
Where it slips: trying to appeal to everyone. A sharp position feels risky. A vague one is riskier.
Weeks 3–6: Brand
Identity grows from the position: logo suite, colour, type, voice and a first set of templates. First impressions happen fast; research on first impressions of websites found people judge visual appeal in about 50 milliseconds. The brand has to be clear at a glance.
Where it slips: designing by committee. Agree upfront who approves.
Weeks 4–8: Build
The website or store is designed and built in parallel with the brand's final polish. Every page gets one job and one call to action. We test on real, mid-range phones, because speed is not optional: Google data showed 53% of mobile visits are abandoned when a page takes longer than three seconds to load.
Where it slips: waiting for "final copy". We write copy with you, early, so the build is not blocked.
Week 5–6: Content shoot
One well-planned shoot day can produce a launch film, reels and a library of photos. A shot list tied to the launch plan means nothing is wasted.
Weeks 7–9: Launch setup
Social profiles are set up with the first posts ready. Ads, pixels and tracking are configured and tested with a small budget. Outreach lists for partners, press and community are prepared.
Where it slips: tracking. If conversions are not tracked before launch, you lose your most valuable learning window.
Week 10: Launch
The site goes fully public, the campaign goes live and the whole team knows who is replying to enquiries, and how fast.
After launch: Run
The first 30 days teach you more than the previous ten weeks. We review numbers weekly, then settle into a monthly rhythm: content, ads, SEO, one report, one call.
Want your own dated version? Our free launch planner works backwards from your launch date. Or see the full Koda process.