Brand Launch RACI Matrix
This is a practical guide to building a raci matrix for a brand launch project — a grid mapping tasks to who is Responsible, Accountable, Consulted and Informed, adapted to the realities of launching a new brand to market.
What a RACI Matrix is
A raci matrix is a grid mapping tasks to who is Responsible, Accountable, Consulted and Informed. For the full concept and how it works in general, see RACI Matrix. 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 raci matrix 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
- Activities as rows
- Roles as columns
- One Accountable per row
- Responsible / Consulted / Informed
Brand Launch-specific considerations
Tailor the raci matrix 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 raci matrix 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.