The Australian Small Business Blog

Monday, June 12, 2006

Developing your Brand's Strategy- Part 3 Your Objectives


Critical to effective brand management is the clear definition of the brand's audience and the objectives that the brand needs to achieve. What are the objectives that you hope to achieve with your brand?

Your brand should be comprised of the organisation personality, image, core competencies and characteristics. The impressions that you make as well as the words people will use to describe your organisation to others, are the basic framework of your brand.

With a strong brand you build credibility, have more influence on your market, and motivate customers and clients to purchase from you. If done correctly your organisation will be seen vis your brand as a leader and not a me-too follower.

To determine your brand objectives ask yourself the following questions:

• What is it that you want your brand to do for your organisation?
• What do you want others to know and say about your products or services?

Sample objectives may include:

• Being recognised by receiving a specific award
• Picking up a certain number of choice projects
• Gaining a specific number of new clients in the next year
• Positioning your organisation as an industry leader in the next 3 to 6 months

You will find that by defining your objectives with specific timelines it is easier to develop a plan of action to achieve those objectives.

So how can you position your organisation as an industry leader? Well you could;

• Have members of your team speak at Trade Shows with Banners
• Schedule lectures at professional group gatherings within your industry and have a banner alongside you
• Write and publish articles in newspapers, magazines, or online media
• Link all activities to your slogan and brand

To determine your brand objectives list each objective and map out how you plan to accomplish and succeed in meeting those objectives. Once you've finished take time to list out what you can do this month and this quarter to meet that objective. Be specific and schedule those action items.

When you've determined your objectives the next step is to build and develop your brand strategy by listing out how, when, and what you are going to do to accomplish and meet your brand objectives.

"Nothing in the world can take the place of persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent". --Calvin Coolidge--

Richard Gill is the Director of The Banner Lady

The Australian Small Business Blog

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