Brand Launch RAID Log
This is a practical guide to building a raid log for a brand launch project — a consolidated log of Risks, Assumptions, Issues and Dependencies, adapted to the realities of launching a new brand to market.
What a RAID Log is
A raid log is a consolidated log of Risks, Assumptions, Issues and Dependencies. For the full concept and how it works in general, see RAID 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 raid 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
- Risks
- Assumptions
- Issues
- Dependencies
- Owners and status
Brand Launch-specific considerations
Tailor the raid 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 raid 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.