Brand Launch Decision Log
This is a practical guide to building a decision log for a brand launch project — a record of the key decisions made, by whom and why, adapted to the realities of launching a new brand to market.
What a Decision Log is
A decision log is a record of the key decisions made, by whom and why. For the full concept and how it works in general, see Decision Log. On a brand launch project it plays the same role, tuned to this kind of work.
Why it matters for a Brand Launch project
Brand Launch projects live or die on launching a new brand to market. A well-built decision log gives the team a shared, explicit reference for exactly that — reducing ambiguity, aligning stakeholders, and making problems visible early enough to act. Skipping it, or doing it generically, is how brand launch projects drift into avoidable delay and cost.
What to include
- Decision
- Date and owner
- Rationale
- Alternatives considered
- Impact
Brand Launch-specific considerations
Tailor the decision log to the risks that most often derail brand launch projects:
- Message consistency
- Multi-channel rollout
- Market reception
Example
On a real brand launch project, the decision log would be shaped by launching a new brand to market. In particular, it should explicitly account for the project’s biggest risks — message consistency, multi-channel rollout, market reception — rather than treating them as afterthoughts.