A Brand Readiness Checklist for Launch Day

You get one first impression. Launch day should feel calm because the decisions are already made. This checklist helps your team align on identity, copy, assets, QA, and telemetry before you push the button.

Pair it with quick synthetic panels in Propensity Guru for message checks and live paywall tests in Nami to confirm conversion. Together, you ship with confidence while staying true to the patterns we observed in Large Language Model Synthetic Panel Benchmarks.

1) Identity locked

• Logo files: SVG, PNG, and a square app icon—light and dark versions.
• Color tokens: Hex codes plus usage rules for primary, secondary, neutrals, success, warning, and error.
• Type system: Display, body, and code stacks with web-safe fallbacks.
• Favicon and app icons: All sizes generated, uploaded, and referenced.
• Voice and tone guide: One pager with do’s and don’ts, brand promises, and banned phrases.

Fast test: open the home page, a blog post, and your pricing page side by side. Do they look like the same company?

2) Positioning and copy final

• One-line value prop that is clear, specific, and free of buzzwords.
• Three proof points that communicate outcomes instead of feature laundry lists.
• One differentiator sentence that would make a buyer switch.
• Pricing names and labels aligned across plans, features, and limits.
• Objection handlers ready for price, privacy, and migration questions.

Directional check: run a small Propensity Guru panel to ensure the headline and proof points resonate with target personas before you lock creative.

3) Web and product surfaces aligned

• Homepage hero uses the same headline, subhead, and CTA as the rest of the brand.
• Pricing page plan matrix and footnotes match the live paywall SKUs.
• Onboarding flow screenshots and copy reflect the current UI, not last quarter’s iteration.
• In-app paywall mirrors the site promise, price, and proof points.
• Legal pages (terms, privacy, data policy) updated and linked everywhere.

Live validation tip: if you use Nami, set the launch paywall as control and the new one as a challenger with a 50/50 split for the first cohort to confirm lift before rolling out broadly.

4) Assets packaged and accessible

• Brand kit link with logos, colors, typography, and templates.
• Desktop and mobile screenshots plus short clips—localized where needed.
• OG images and social cards for key pages (home, product, pricing, blog).
• Email and landing templates for announcement, upgrade, and waitlist flows.
• Press kit with founder bios, product one-pager, and media contact.

Rule: if a partner or journalist asks for it, the kit should already have it.

5) Analytics, events, and funnels

• Define the source of truth—what day 1 and week 1 success look like.
• Map events: visit, sign up, paywall view, purchase, plan change, churn.
• Freeze UTM rules and campaign names for attribution sanity.
• Prep dashboards—one for traffic, one for revenue and retention.
• Pipe purchase failures and API errors to the on-call channel.

Tip: tag paywall variants and pricing plans with stable IDs so you can trace telemetry back to the exact launch configuration.

6) Performance and QA

• Speed budget: aim for LCP under 2.5s on your three heaviest pages.
• Broken links: crawl the site and fix or redirect.
• Mobile checks: touch targets, font sizes, keyboard types for forms.
• Accessibility: alt text, focus states, ARIA labels on interactive elements.
• Store listings: app name, subtitle, screenshots, and promo text updated.

Reality check: load the site on 4G from a mid-range phone. If it drags, fix it now.

7) Support and success

• Top five “how do I” and “why is this” help articles published.
• Status page linked in the footer and tested.
• Clear escalation path from chat to email to call.
• In-app onboarding checklist outlining first-week milestones.
• Refund and downgrade policy documented and easy to follow.

Internal drill: run a fake support ticket through the full path to confirm nothing breaks.

8) Sales and partnerships

• Deck and one-pager updated with launch claims and proof.
• Pricing calculator or ROI notes ready for first calls.
• Outbound sequences drafted—short, plain, mirroring site copy.
• Affiliate terms live and links tracked.
• Calendars with bookable slots for launch week conversations.

9) Comms calendar

• Owned: website announcement, blog post, customer email, social thread.
• Paid: retargeting creative and budget locked.
• Earned: outreach list, embargo dates, and media follow-ups.
• Founder video: ninety-second demo with captions.
• Community: authentic posts in relevant groups or forums.

Cadence: tease two days before, announce day 0, share results day 3, follow with a customer story day 10.

10) Go-live runbook

• D-3: freeze copy and prices, smoke test paywalls and SKUs.
• D-2: QA site, app, and emails. Re-crawl for broken links.
• D-1: turn on analytics alerts and stage the announcement post.
• H-1: final visual check; validate paywall pricing one more time.
• H-0: push the announcement, open the challenger paywall to 50%, monitor dashboards.
• H+4: review telemetry and error logs, fix blockers.
• D+1: promote the winning paywall if lift holds; publish a short recap.

Printable mini-checklist

• Identity kit complete
• Headline, proof points, and differentiation locked
• Site, app, and paywall copy match
• Brand kit and press kit live
• Events, dashboards, and alerts working
• Performance and accessibility pass
• Support content and policies ready
• Sales assets updated
• Comms calendar staged
• Runbook assigned with owners and times

How Propensity Guru helps

• Message checks: run fast synthetic panels on headlines and proof points before locking creative.
• Pricing fit: map buyer reactions to intent to confirm plan names and price points.
• Paywall validation: hand off winners to Nami paywalls for live A/B tests on launch traffic.
• Telemetry pairing: compare synthetic Top-2-Box to real purchase and retention to tune the story.