Brand Launch Issue Log
This is a practical guide to building a issue log for a brand launch project — a register of problems that have occurred and need resolving, adapted to the realities of launching a new brand to market.
What a Issue Log is
A issue log is a register of problems that have occurred and need resolving. For the full concept and how it works in general, see Issue 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 issue 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
- Issue description
- Priority and severity
- Owner
- Resolution and status
Brand Launch-specific considerations
Tailor the issue 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 issue 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.