Brand goals describe what a company expects to accomplish with its branding over a specific period of time. In order to create a successful brand, your branding needs to have a concrete goal and a brand strategy – a long term plan.
Brand goals are very similar to business goals, but there are a few guidelines that will help you set effective brand goals. First, there has to be a reason behind everything you are doing with your brand. You need to be specific in your plans on what you are trying to accomplish. Otherwise you will likely just waste your time and money, and you won’t see the growth you want in your business and branding. Your to-do list will be based on these brand goals that you set, and you will have focus and you will know what are priorities and actions that you need to take so you can accomplish your big business goals through your branding.
To understand the value of a powerful brand, we can look at Coca-Cola and what their company has done with branding. When someone mentions Coca-Cola, what is the first thought that comes to your mind? Do you know what kind of branding Coca-Cola has? I am sure you do. You probably think of their logo or their nickname “Coke.” If you think more about it, you will probably think about their ads related to Christmas, New Year’s Eve, Santa, family, friends, a nice and warm home environment – it’s all connected. If I was going to describe their branding in one word, I would say “happiness.” I don’t know their business goals, but I see how they are creating a positive impression on consumers by using the right branding. They didn’t use their red color by accident, their ads randomly, their Coca-Cola truck – it’s all well planned.
The five major brand goals are:
- Build awareness
- Create an emotional connection
- Differentiate your offering
- Create credibility and trust
- Motivate purchasing
Before deciding what your brand goal should be, you need to ask yourself what you are trying to achieve through branding. What do you need in order to get people to purchase your product or services?
Building brand awareness means increasing brand recognition, and with this strategy and goal in mind, a business is trying to reach as many people as it can. With an increase in brand awareness, potential customers can recall, recognize, and remember the brand because they have already seen it a few times.
Creating an emotional connection
Creating an emotional connection starts with telling stories that resonate with your target and that describe your WHY. Why did you start your company? I started my coworking space because I used to work alone from home. When I write about how I was alone at home, and now I’m happy surrounded with friends and we all work together… people who are lonely and at home will resonate with the text I created, and they might want to visit my space and try coworking.
Differentiate your offering
Differentiating your product or services means trying to find that one thing that will separate you from the competition. Is it the reason why you started your business, is it the extra service you provide, is it the location, or perhaps the price? Whatever that might be, you need to use that thing and promote it in your content, on your website, in your flyers, etc. Customers need to see your offering as unique and different in order to think “Oh, maybe I should buy this, it really stands out.”
Create credibility and trust
In order to create credibility and trust, a business needs to look professional and appealing to potential clients. For many small brands, consistently creating relationships can develop a deeper level of trust. Some businesses require networking in person, some require online presence such as blogs, social media, and various articles, and many businesses could benefit from both an in-persona and online approach to creating trust.
Motivate purchasing can be either for business that have already been in business some time and people already know about them, or it’s simply done by using some sort of promotion – like offering a coupon code. This brand goal involves motivating a potential buyer and giving them an extra reason to buy.
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