Aligning your brand strategy with your business goals: unlock growth with these proven steps

After being a designer for over a decade, there are a few things that I've learnt and one very important lesson I feel inclined to share with you is that aligning your brand strategy with your business goals is absolutely essential for success. It's like getting your business compass pointing in the right direction. A brand strategy is a long-term plan that shapes how people see your brand. Think of it as your brand's personality. Business goals, on the other hand, are the milestones you aim to achieve. They are what drive your business forward into the future.

What is Brand Strategy?

Brand strategy is the plan that determines how you want your brand to be perceived by your audience. It includes your brand's purpose (why you exist), positioning (how you're different from competitors), and messaging (how you communicate with your audience).

Brand strategy is like planning your family's weekly meals. You decide what you want to serve (your brand's message), who will enjoy it (your target audience), and how you'll make each meal special (how you stand out). It’s about understanding what makes your business unique and making sure everything you do reflects that. With a clear strategy, you can consistently communicate your brand’s value, connect with customers, and grow your business, just like how a well-planned menu keeps everyone healthy and happy.

For example: Imagine a clothing brand focused on sustainability. Their brand strategy might be to position themselves as the best choice for eco-friendly shoppers by using recycled materials and ethical production practices.

What are Business Goals?

Business goals are specific targets your business wants to achieve within a certain period, like increasing sales or expanding to new markets. They guide your efforts and keep you focused on what's important.

Just like setting family milestones, business goals help you decide what you want to achieve with your new business. Planning to move or saving for a new car guides your efforts and keeps you focused. Business goals could include growing your customer base, increasing sales, or expanding your product line. They provide direction and help measure progress, ensuring your business moves forward successfully.

For example: A business might set a goal to increase its market share by 20% in two years by launching new products and entering new regions.

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Steps to Align Brand Strategy with

Business Goals

1. UNDERSTAND YOUR BUSINESS GOALS:

   Clearly outline what you want to achieve, such as reaching new customers or boosting sales. Your brand strategy should be tailored to support these goals.

   
   

2. DEFINE YOUR BRAND PURPOSE:

   Figure out why your brand exists beyond making money. This should be something your customers care about and that helps you meet your business goals.

   
   

3. KNOW YOUR TARGET AUDIENCE:

   Research who your customers are, what they need, and what they value. Your brand strategy should be focused on meeting these needs in a way that helps you achieve your business goals.

   
   

4. CRAFT YOUR BRAND POSITIONING:

   Decide how you want to stand out from competitors. Make sure this position aligns with your goals, like reaching a new market segment or appealing to a specific group of customers.

   
   

5. DEVELOP BRAND MESSAGING:

   Create clear, consistent messages that communicate your brand's value and purpose. These should reinforce your positioning and support your goals.

   
   

6. ENSURE CONSISTENCY ACROSS ALL TOUCH POINTS:

   Ensure that your brand's look and message are the same wherever customers interact with you—on your website, social media, packaging, and beyond. Consistency builds trust and recognition.

   
   

7. ENGAGE EMPLOYEES AND STAKEHOLDERS:

   Make sure everyone who works with or for you understands your brand strategy and supports it. They are the face of your brand and play a key role in its success.

   
   

8. MONITOR AND MEASURE:

   Keep an eye on how well your brand strategy is helping you achieve your goals. Use data and feedback to make adjustments as needed.

   
   

9. STAY ADAPTABLE:

   Markets change, and so should your brand strategy. Be ready to shift your approach based on new trends, customer feedback, or changes in the industry.

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Example 1: Nike

Business Goal:

To become the market leader in sportswear and increase market share globally.

Brand Strategy:

Nike's "Just Do It" campaign focused on inspiring and motivating athletes of all levels. The strategy emphasized empowerment, determination, and the idea that anyone can be an athlete. This resonated deeply with their target audience, aligning with the company's goal to dominate the sportswear market.

Actions:

• Brand Messaging: Consistent and motivational messaging across all marketing channels, emphasizing empowerment and inclusivity.

• Brand Positioning: Positioned as a brand for all athletes, not just elite sportspeople.

• Campaigns and Collaborations: High-profile endorsements and campaigns with athletes from diverse backgrounds to broaden appeal.

Outcome:

Nike successfully increased its market share and solidified its position as a leading sportswear brand globally by aligning its brand strategy with its business goal of market leadership.

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Example 2: Warby Park

Business Goal:

To disrupt the eyewear industry and offer affordable, stylish eyewear to a broader audience.

Brand Strategy:

Warby Parker's strategy centered around providing designer eyewear at a revolutionary price, coupled with a socially conscious business model of donating a pair of glasses for every pair sold.

Actions:

• Brand Messaging: Emphasized quality, affordability, and social responsibility.

• Brand Positioning: Positioned as a stylish, affordable alternative to traditional eyewear brands, appealing to cost-conscious and socially-conscious consumers.

• Marketing Campaigns: Leveraged storytelling, social media, and a direct-to-consumer model to create a strong brand presence and engage customers directly.

Outcome:

Warby Parker grew rapidly, capturing a significant share of the eyewear market. By aligning their brand strategy with their business goal of disrupting the industry and offering affordable, stylish eyewear, they built a loyal customer base and a strong, recognizable brand.

Conclusion

Aligning your brand strategy with your business goals ensures that every branding effort contributes to your overall success. This alignment creates a clear, consistent, and compelling brand presence that resonates with your audience and drives growth.