Simple brand goals to support your creative business business.
There are 8 key brand objectives that you can focus on depending on what you’re trying to achieve in your business. Take a look at what they are, how they could help you, and what you’ll measure.
- Strategy and Clarity
This means focusing on: Getting clear on your brand strategy. It’ll help you when you’re getting started, pivoting, niching down, launching something new. It’s measured by: How your brand is understood by your audience (and you!) - Identity and image
This means focusing on: Establishing an identity for your brand. Establish and identity for your brand, it’ll help you when you’re getting started, refreshing things and reaching a new audience. It’s measured by: How your brand is viewed by your audience. - Visibility
This means focusing on: Growing your audience.
It’ll help you when you’re: Wanting opportunities, pitching sponsors/partners, increasing sales, launching something new. It’s measured by: How many people know who you are - Awareness
This means focusing on: Improving how your brand is recalled in your industry.
It’ll help you when you’re: Wanting clients/customers, establishing expertise, niching, pivoting. It’s measured by: How many people think of your brand in relation to a specific niche. - Recognition
This means focusing on: Making your brand memorable.
It’ll help you when you’re: Growing something existing, pitching sponsors/partners, increasing sales. It’s measured by: How many people recognise your brand name and symbols such as logos, packaging, brand colours, products, etc. - Engagement
This means focusing on: Increasing engagement with your brand.
It’ll help you when you’re: Launching something new, pitching sponsors/partners, getting opportunities. It’s measured by: How many people engage with your brand - Loyalty
This means focusing on: Improving brand loyalty
It’ll help you when you’re: Growing something existing. It’s measured by: How many people keep coming back. - Advocacy
This means focusing on: Increasing recommendations for your brand.
It’ll help you when you’re: Growing something existing, relaunching again, wanting more sales or customers, getting opportunities. It’s measured by: How many people refer or recommend you.
Building and growing a brand can feel like a daunting task (or never-ending list of tasks) and you might not know where to start. All you have to do is focus on one goal at a time that’s relevant to what you’re working on right now, and will move your business forward.