This is the last instalment in our ‘Know Your Brand’ series. So far we have explored how you can think about what key attributes define your brand and how they translate into a statement of intent for your organisation. You have then learnt how to create detailed and realistic customer profiles in order to better target the clients and customers you want to reach and keep, in order to generate leads and revenue.
Now our final article will look at how you can translate insights you may have garnered from the previous exercises into realistic and practical goals. We will explain a system where you can create a clear prioritised list of goals for how the organisation makes money, markets itself and creates systems and structures which make your processes more effective and streamlined. Alongside defining what the difficulties for each goal are and how desirable each is, you will also assign a realistic time frame for each of them.
Being able to explain why you have prioritised your short, mid and long term goals will mean you can create alignment amongst your key stakeholders within your company. Different areas of the business will naturally want to prioritise goals which they are more directly involved in. A marketing team for example may wish to focus on awareness, whilst the product team may wish to focus on efficiency. By breaking the goals down and setting clear priorities you can avoid conflicts and make a strong case for your decision making, especially if individuals from across your organisation are involved in the process of setting these goals.