HIIT 6: Map Your Objectives

Lead with the end in mind.

It’s a simple enough kernel of wisdom but many business and brand leaders either forget (or refuse) to map out the end game altogether (AKA no business plan), hoping their superstar business acumen will be enough to get them there.

The problem comes when ‘there’ is only something in your head, a glittering gold pot at the end of a rainbow that that your staff, partners and customers can’t get a handle on because it’s hidden somewhere between your ears.

I’ve worked with many business leaders that frustrate their teams to no end because their concepts and plans are in their heads – and no one has any idea what the boss really wants.

A brand’s essence won’t come to life without widely shared goals and objectives as its roadmap. Without strategic branding objectives, the business becomes a husk of itself sans personality, emotion and meaning.

So please map out the end game clearly for your team, partners and stakeholders.

It makes life that much easier and your brand and business run more smoothly.

Ask yourself the following as you map out your brand objectives:

• Why are you developing a new brand or revamping your brand identity?

• What are the business reasons behind the new branding?

• What do you hope new branding will achieve?

• What new story do you want to tell the market about your company with a fresh brand?

• What is the vision for the brand? How do you see the brand evolving in 5,10, 15 and 20+ years?

• What will the brand look and feel like over time?

• What is the about the emotive experience you'll want to leave imprinted in your audience’s hearts and minds about your offering in the coming years?

• And more importantly, how will you achieve it?

Think on it.