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Business Goals
Brand Alignment
Strategic Planning
Business Strategy
Brand Positioning
ARTICLE #100
Table of contents
How to align your brand strategy with business goals?
Business Goals
Brand Alignment
Strategic Planning
Business Strategy
Brand Positioning
Written by:
3 min read
Updated on: August 26, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
As a business owner, you might feel disconnected between your brand and business strategy even if you are not able to pinpoint the source. You might notice symptoms like a promising product line failing to resonate with your target audience or your new service, which should be revolutionary, stirring only ripples in the market instead of waves.
The problem lies in the alignment between your brand strategy and business goals. This gap can result for several reasons and go unnoticed, diluting the impact of your services or products. Keep reading to find out how to align your brand strategy with business goals to get detailed insights along with examples of successful strategies.
As a business owner, you might feel disconnected between your brand and business strategy even if you are not able to pinpoint the source. You might notice symptoms like a promising product line failing to resonate with your target audience or your new service, which should be revolutionary, stirring only ripples in the market instead of waves.
The problem lies in the alignment between your brand strategy and business goals. This gap can result for several reasons and go unnoticed, diluting the impact of your services or products. Keep reading to find out how to align your brand strategy with business goals to get detailed insights along with examples of successful strategies.
As a business owner, you might feel disconnected between your brand and business strategy even if you are not able to pinpoint the source. You might notice symptoms like a promising product line failing to resonate with your target audience or your new service, which should be revolutionary, stirring only ripples in the market instead of waves.
The problem lies in the alignment between your brand strategy and business goals. This gap can result for several reasons and go unnoticed, diluting the impact of your services or products. Keep reading to find out how to align your brand strategy with business goals to get detailed insights along with examples of successful strategies.
Define clear business goals
Define clear business goals
Define clear business goals
Start by clearly articulating your business goals. These goals can be to increase your market share, boost sales, enhance customer satisfaction, and expand into new markets. With clear business goals, you can establish a framework within which your brand strategy can operate.
Your business goals are a roadmap that offers clear direction for the brand. They define the aims your brand wants to achieve and provide a focused path to follow. Without clear objectives, your business will lack direction, leading to inefficient resource use and scattered efforts.
To align your brand strategy with business goals, examine your long-term vision, core values, and mission. Identify SMART goals that support your overall business strategy. Whether you want to strive for revenue growth, customer acquisition, market expansion, or operational excellence, make sure your goals are well-defined and have a direct contribution towards your business’s success.
Frontify clearly elaborates on how brand strategy offers external and internal benefits to drive a consistent identity and engage customers and employees.
Start by clearly articulating your business goals. These goals can be to increase your market share, boost sales, enhance customer satisfaction, and expand into new markets. With clear business goals, you can establish a framework within which your brand strategy can operate.
Your business goals are a roadmap that offers clear direction for the brand. They define the aims your brand wants to achieve and provide a focused path to follow. Without clear objectives, your business will lack direction, leading to inefficient resource use and scattered efforts.
To align your brand strategy with business goals, examine your long-term vision, core values, and mission. Identify SMART goals that support your overall business strategy. Whether you want to strive for revenue growth, customer acquisition, market expansion, or operational excellence, make sure your goals are well-defined and have a direct contribution towards your business’s success.
Frontify clearly elaborates on how brand strategy offers external and internal benefits to drive a consistent identity and engage customers and employees.
Start by clearly articulating your business goals. These goals can be to increase your market share, boost sales, enhance customer satisfaction, and expand into new markets. With clear business goals, you can establish a framework within which your brand strategy can operate.
Your business goals are a roadmap that offers clear direction for the brand. They define the aims your brand wants to achieve and provide a focused path to follow. Without clear objectives, your business will lack direction, leading to inefficient resource use and scattered efforts.
To align your brand strategy with business goals, examine your long-term vision, core values, and mission. Identify SMART goals that support your overall business strategy. Whether you want to strive for revenue growth, customer acquisition, market expansion, or operational excellence, make sure your goals are well-defined and have a direct contribution towards your business’s success.
Frontify clearly elaborates on how brand strategy offers external and internal benefits to drive a consistent identity and engage customers and employees.
Understand your target market
Do some market research to gain insights into the needs and preferences of your audience. Aligning brand strategy with audience insights will ensure that your branding perfectly matches those who will help you achieve your business goals.
Develop your buyer personas to create a detailed profile of your ideal customers. Understand their demographics as well as psychographics to strengthen your brand positioning and build customer loyalty. Statistics show that 63% of customers pay more to shop with brands they are loyal to.
Do some market research to gain insights into the needs and preferences of your audience. Aligning brand strategy with audience insights will ensure that your branding perfectly matches those who will help you achieve your business goals.
Develop your buyer personas to create a detailed profile of your ideal customers. Understand their demographics as well as psychographics to strengthen your brand positioning and build customer loyalty. Statistics show that 63% of customers pay more to shop with brands they are loyal to.
Do some market research to gain insights into the needs and preferences of your audience. Aligning brand strategy with audience insights will ensure that your branding perfectly matches those who will help you achieve your business goals.
Develop your buyer personas to create a detailed profile of your ideal customers. Understand their demographics as well as psychographics to strengthen your brand positioning and build customer loyalty. Statistics show that 63% of customers pay more to shop with brands they are loyal to.
Audit your current brand positioning and messaging
You also need to evaluate your current brand position and communication associated with your business goals. For this purpose, conduct a comprehensive brand audit to analyse whether your brand is perceived externally and internally.
Assess your brand identity, messaging, visual elements, and overall brand experience. Then, compare all these aspects of your brand with those of your competitors. Tools like brand surveys, brand audits, and competitor analysis can be helpful for you.
You might also need to make changes in case of unclear brand positioning, outdated brand identity, or inconsistent brand messaging.
It is important to ensure consistency in messaging so that customers encounter the same core message across different touchpoints and platforms to perceive your brand's reliability and trustworthiness.
You also need to evaluate your current brand position and communication associated with your business goals. For this purpose, conduct a comprehensive brand audit to analyse whether your brand is perceived externally and internally.
Assess your brand identity, messaging, visual elements, and overall brand experience. Then, compare all these aspects of your brand with those of your competitors. Tools like brand surveys, brand audits, and competitor analysis can be helpful for you.
You might also need to make changes in case of unclear brand positioning, outdated brand identity, or inconsistent brand messaging.
It is important to ensure consistency in messaging so that customers encounter the same core message across different touchpoints and platforms to perceive your brand's reliability and trustworthiness.
You also need to evaluate your current brand position and communication associated with your business goals. For this purpose, conduct a comprehensive brand audit to analyse whether your brand is perceived externally and internally.
Assess your brand identity, messaging, visual elements, and overall brand experience. Then, compare all these aspects of your brand with those of your competitors. Tools like brand surveys, brand audits, and competitor analysis can be helpful for you.
You might also need to make changes in case of unclear brand positioning, outdated brand identity, or inconsistent brand messaging.
It is important to ensure consistency in messaging so that customers encounter the same core message across different touchpoints and platforms to perceive your brand's reliability and trustworthiness.
Ensure alignment with brand values and mission
Your brand values and mission should also align with your business goals. If your key business goal is to ensure sustainability, prioritise eco-friendly practices in your brand. Clearly communicating these commitments will engage your employees. They will feel more motivated when working for a brand whose values and mission align with their own.
This alignment can lead to higher job satisfaction, reduced turnover, and better performance. A clear mission and values will hold your brand accountable to its stakeholders.
Studies show that 62% of customers admit that their purchase decisions are mainly influenced by a brand's value.
Your brand values and mission should also align with your business goals. If your key business goal is to ensure sustainability, prioritise eco-friendly practices in your brand. Clearly communicating these commitments will engage your employees. They will feel more motivated when working for a brand whose values and mission align with their own.
This alignment can lead to higher job satisfaction, reduced turnover, and better performance. A clear mission and values will hold your brand accountable to its stakeholders.
Studies show that 62% of customers admit that their purchase decisions are mainly influenced by a brand's value.
Your brand values and mission should also align with your business goals. If your key business goal is to ensure sustainability, prioritise eco-friendly practices in your brand. Clearly communicating these commitments will engage your employees. They will feel more motivated when working for a brand whose values and mission align with their own.
This alignment can lead to higher job satisfaction, reduced turnover, and better performance. A clear mission and values will hold your brand accountable to its stakeholders.
Studies show that 62% of customers admit that their purchase decisions are mainly influenced by a brand's value.
Identify the gaps and misalignments
It is necessary to find the gaps and misalignments in your brand strategy, business goals, and customer segments. You should pinpoint the areas where your brand strategy is not well-aligned with your business objectives and customer needs. Also, focus on analysing the areas that need improvement or change.
Useful tools for this purpose include gap analysis, brand value proposition, and brand alignment matrix. These tools can help you determine whether your brand identity reflects your value proposition. They will also help determine how your brand positioning differentiates you from your competitors and why your brand messaging doesn't appeal to your customer segments.
You can use tools like brand guidelines, brand strategy framework, and brand architecture to develop a successful brand alignment plan.
It is necessary to find the gaps and misalignments in your brand strategy, business goals, and customer segments. You should pinpoint the areas where your brand strategy is not well-aligned with your business objectives and customer needs. Also, focus on analysing the areas that need improvement or change.
Useful tools for this purpose include gap analysis, brand value proposition, and brand alignment matrix. These tools can help you determine whether your brand identity reflects your value proposition. They will also help determine how your brand positioning differentiates you from your competitors and why your brand messaging doesn't appeal to your customer segments.
You can use tools like brand guidelines, brand strategy framework, and brand architecture to develop a successful brand alignment plan.
It is necessary to find the gaps and misalignments in your brand strategy, business goals, and customer segments. You should pinpoint the areas where your brand strategy is not well-aligned with your business objectives and customer needs. Also, focus on analysing the areas that need improvement or change.
Useful tools for this purpose include gap analysis, brand value proposition, and brand alignment matrix. These tools can help you determine whether your brand identity reflects your value proposition. They will also help determine how your brand positioning differentiates you from your competitors and why your brand messaging doesn't appeal to your customer segments.
You can use tools like brand guidelines, brand strategy framework, and brand architecture to develop a successful brand alignment plan.
Implement and monitor your strategies
After clearly defining your brand strategy, start implementing it all across your company. Make sure that all customer touch points including product packaging, online presence, marketing communications, and customer service reflect your brand positioning and messaging.
Set key performance indicators to monitor how effectively your brand strategy is implemented. It'd be better to assess and measure the performance of your brand on regular basis against these KPIs to track progress and make improvements if needed.
After clearly defining your brand strategy, start implementing it all across your company. Make sure that all customer touch points including product packaging, online presence, marketing communications, and customer service reflect your brand positioning and messaging.
Set key performance indicators to monitor how effectively your brand strategy is implemented. It'd be better to assess and measure the performance of your brand on regular basis against these KPIs to track progress and make improvements if needed.
After clearly defining your brand strategy, start implementing it all across your company. Make sure that all customer touch points including product packaging, online presence, marketing communications, and customer service reflect your brand positioning and messaging.
Set key performance indicators to monitor how effectively your brand strategy is implemented. It'd be better to assess and measure the performance of your brand on regular basis against these KPIs to track progress and make improvements if needed.
Adapt to changes and evolve your business
During this process, you should stay flexible and willing to adapt to changes in your brand strategy as market conditions and business goals evolve. With this adaptability, you can ensure your brand stays relevant and continues to support your business objectives. Agility and innovation can adjust your brand strategy to align with evolving market dynamics and business goals.
You can either use a template or a brand tactic checklist to organise and execute your brand strategy. For example, Coca-Cola's brand strategy is to refresh the world. It also aims to inspire moments of happiness and create value. On the other hand, its brand tactics include creating and distributing engaging and emotional content, launching and promoting new products, and retaining customers through loyalty programs and social media.
During this process, you should stay flexible and willing to adapt to changes in your brand strategy as market conditions and business goals evolve. With this adaptability, you can ensure your brand stays relevant and continues to support your business objectives. Agility and innovation can adjust your brand strategy to align with evolving market dynamics and business goals.
You can either use a template or a brand tactic checklist to organise and execute your brand strategy. For example, Coca-Cola's brand strategy is to refresh the world. It also aims to inspire moments of happiness and create value. On the other hand, its brand tactics include creating and distributing engaging and emotional content, launching and promoting new products, and retaining customers through loyalty programs and social media.
During this process, you should stay flexible and willing to adapt to changes in your brand strategy as market conditions and business goals evolve. With this adaptability, you can ensure your brand stays relevant and continues to support your business objectives. Agility and innovation can adjust your brand strategy to align with evolving market dynamics and business goals.
You can either use a template or a brand tactic checklist to organise and execute your brand strategy. For example, Coca-Cola's brand strategy is to refresh the world. It also aims to inspire moments of happiness and create value. On the other hand, its brand tactics include creating and distributing engaging and emotional content, launching and promoting new products, and retaining customers through loyalty programs and social media.
Integrate customer feedback
Customer feedback can be beneficial for refining your business goals and brand strategy. A feedback loop can keep your brand aligned with customer expectations and business objectives.
Seek input on the overall tone, style, and language of your brand and how it aligns with the brand identity. User testing and focus groups can be helpful tools for elucidating how users view your brand and how it aligns with goals.
Customer feedback can be beneficial for refining your business goals and brand strategy. A feedback loop can keep your brand aligned with customer expectations and business objectives.
Seek input on the overall tone, style, and language of your brand and how it aligns with the brand identity. User testing and focus groups can be helpful tools for elucidating how users view your brand and how it aligns with goals.
Customer feedback can be beneficial for refining your business goals and brand strategy. A feedback loop can keep your brand aligned with customer expectations and business objectives.
Seek input on the overall tone, style, and language of your brand and how it aligns with the brand identity. User testing and focus groups can be helpful tools for elucidating how users view your brand and how it aligns with goals.
Examples of brands with successful strategy alignment
Brand alignment with business goals highlights the direction a business wants to take and defines the way the plan will cascade through resource allocation. Here are a few examples of successful brands with their strategies that align well with their business objectives.
Tesla
Tesla has many strings to its bow and uses different strategic elements to attract its audience. You might know that companies often start with a Minimum Viable Product (MVP) when they launch something new. Those companies release a basic version of their product to highlight their competitive advantage while keeping the price low to attract early customers.
Many tech startups even use a freemium model to offer a free basic version and charge for additional features.
Tesla took a different approach. It began with a luxury vehicle instead of launching a low-cost, basic electric car to achieve economies of scale.
Tesla's strategy was aligned with its long-term goal of becoming the biggest car company in the world, transitioning to electric vehicles. With a luxury model, it established a strong image and explained the capabilities of electric cars.
Recent studies highlight that among the world's top 100 brands, Tesla has experienced the maximum gain in value and is currently valued at USD$71.9 billion.
Apple
Apple is another good example of what happens when you align brand strategy with business goals. This can lead to massive success even without being the first to market. While companies like HTC, Nokia, and Blackberry were early leaders in the smartphone industry, Apple took a different approach.
When Apple released the iPhone, it wasn't the first smartphone on the market but the most well-executed. Apple's strategy of being a smart follower rather than a first mover clearly explains that being first isn't always an advantage. Often, the first movers face challenges like limited technology, undefined markets, and the need to educate consumers.
This is a clear example of how a strategy was aligned with the business goal of becoming a leader, not by being first but by being the best.
Spotify
Before Spotify, online music streaming was a mixed bag. Services like iTunes and Pandora had limitations, as iTunes required users to pay for each song, and Pandora offered limited choices, acting more like a radio station.
People wanted a user-friendly way to listen to the music they loved with the freedom to choose any song at any time. Spotify's strategy was focused on customer needs. They identified the frustrations people had with existing platforms and created a service that put the user first. They offered a free version of the service with ads alongside a premium version with additional features for a monthly subscription.
Spotify's strategy aligned perfectly with its business goals, making it a dominant force in the music streaming industry. It also met customer needs and business objectives.
Brand alignment with business goals highlights the direction a business wants to take and defines the way the plan will cascade through resource allocation. Here are a few examples of successful brands with their strategies that align well with their business objectives.
Tesla
Tesla has many strings to its bow and uses different strategic elements to attract its audience. You might know that companies often start with a Minimum Viable Product (MVP) when they launch something new. Those companies release a basic version of their product to highlight their competitive advantage while keeping the price low to attract early customers.
Many tech startups even use a freemium model to offer a free basic version and charge for additional features.
Tesla took a different approach. It began with a luxury vehicle instead of launching a low-cost, basic electric car to achieve economies of scale.
Tesla's strategy was aligned with its long-term goal of becoming the biggest car company in the world, transitioning to electric vehicles. With a luxury model, it established a strong image and explained the capabilities of electric cars.
Recent studies highlight that among the world's top 100 brands, Tesla has experienced the maximum gain in value and is currently valued at USD$71.9 billion.
Apple
Apple is another good example of what happens when you align brand strategy with business goals. This can lead to massive success even without being the first to market. While companies like HTC, Nokia, and Blackberry were early leaders in the smartphone industry, Apple took a different approach.
When Apple released the iPhone, it wasn't the first smartphone on the market but the most well-executed. Apple's strategy of being a smart follower rather than a first mover clearly explains that being first isn't always an advantage. Often, the first movers face challenges like limited technology, undefined markets, and the need to educate consumers.
This is a clear example of how a strategy was aligned with the business goal of becoming a leader, not by being first but by being the best.
Spotify
Before Spotify, online music streaming was a mixed bag. Services like iTunes and Pandora had limitations, as iTunes required users to pay for each song, and Pandora offered limited choices, acting more like a radio station.
People wanted a user-friendly way to listen to the music they loved with the freedom to choose any song at any time. Spotify's strategy was focused on customer needs. They identified the frustrations people had with existing platforms and created a service that put the user first. They offered a free version of the service with ads alongside a premium version with additional features for a monthly subscription.
Spotify's strategy aligned perfectly with its business goals, making it a dominant force in the music streaming industry. It also met customer needs and business objectives.
Brand alignment with business goals highlights the direction a business wants to take and defines the way the plan will cascade through resource allocation. Here are a few examples of successful brands with their strategies that align well with their business objectives.
Tesla
Tesla has many strings to its bow and uses different strategic elements to attract its audience. You might know that companies often start with a Minimum Viable Product (MVP) when they launch something new. Those companies release a basic version of their product to highlight their competitive advantage while keeping the price low to attract early customers.
Many tech startups even use a freemium model to offer a free basic version and charge for additional features.
Tesla took a different approach. It began with a luxury vehicle instead of launching a low-cost, basic electric car to achieve economies of scale.
Tesla's strategy was aligned with its long-term goal of becoming the biggest car company in the world, transitioning to electric vehicles. With a luxury model, it established a strong image and explained the capabilities of electric cars.
Recent studies highlight that among the world's top 100 brands, Tesla has experienced the maximum gain in value and is currently valued at USD$71.9 billion.
Apple
Apple is another good example of what happens when you align brand strategy with business goals. This can lead to massive success even without being the first to market. While companies like HTC, Nokia, and Blackberry were early leaders in the smartphone industry, Apple took a different approach.
When Apple released the iPhone, it wasn't the first smartphone on the market but the most well-executed. Apple's strategy of being a smart follower rather than a first mover clearly explains that being first isn't always an advantage. Often, the first movers face challenges like limited technology, undefined markets, and the need to educate consumers.
This is a clear example of how a strategy was aligned with the business goal of becoming a leader, not by being first but by being the best.
Spotify
Before Spotify, online music streaming was a mixed bag. Services like iTunes and Pandora had limitations, as iTunes required users to pay for each song, and Pandora offered limited choices, acting more like a radio station.
People wanted a user-friendly way to listen to the music they loved with the freedom to choose any song at any time. Spotify's strategy was focused on customer needs. They identified the frustrations people had with existing platforms and created a service that put the user first. They offered a free version of the service with ads alongside a premium version with additional features for a monthly subscription.
Spotify's strategy aligned perfectly with its business goals, making it a dominant force in the music streaming industry. It also met customer needs and business objectives.
Frequently Asked Questions
What is brand strategy?
Brand strategy is a long-term plan and approach to establish and differentiate a brand in the marketplace. It also refers to brand identity, which makes you stand out from competitors.
How are business goals and strategies linked?
Business goals can help understand what the business aims to achieve, but they do not elaborate on how the company plans to get them done. Its is the strategic plan of a business that lays out the actions a company intends to take to reach its goals.
What are the 4 C's of brand strategy?
The four C’s of brand strategy defined by Colm Murphy are:
Company
Category
Consumer
Culture
Final Thoughts
Building a brand strategy to accomplish your business goals doesn't happen overnight. It is an ever-evolving process, but it is certainly worth the effort. This alignment makes your business better positioned for success. You should avoid seeing brand strategy and business goals as separate entities. If you fail to adjust your strategy to the changing business goals and market dynamics, it can prove detrimental to your success.
Frequently Asked Questions
What is brand strategy?
Brand strategy is a long-term plan and approach to establish and differentiate a brand in the marketplace. It also refers to brand identity, which makes you stand out from competitors.
How are business goals and strategies linked?
Business goals can help understand what the business aims to achieve, but they do not elaborate on how the company plans to get them done. Its is the strategic plan of a business that lays out the actions a company intends to take to reach its goals.
What are the 4 C's of brand strategy?
The four C’s of brand strategy defined by Colm Murphy are:
Company
Category
Consumer
Culture
Final Thoughts
Building a brand strategy to accomplish your business goals doesn't happen overnight. It is an ever-evolving process, but it is certainly worth the effort. This alignment makes your business better positioned for success. You should avoid seeing brand strategy and business goals as separate entities. If you fail to adjust your strategy to the changing business goals and market dynamics, it can prove detrimental to your success.
Frequently Asked Questions
What is brand strategy?
Brand strategy is a long-term plan and approach to establish and differentiate a brand in the marketplace. It also refers to brand identity, which makes you stand out from competitors.
How are business goals and strategies linked?
Business goals can help understand what the business aims to achieve, but they do not elaborate on how the company plans to get them done. Its is the strategic plan of a business that lays out the actions a company intends to take to reach its goals.
What are the 4 C's of brand strategy?
The four C’s of brand strategy defined by Colm Murphy are:
Company
Category
Consumer
Culture
Final Thoughts
Building a brand strategy to accomplish your business goals doesn't happen overnight. It is an ever-evolving process, but it is certainly worth the effort. This alignment makes your business better positioned for success. You should avoid seeing brand strategy and business goals as separate entities. If you fail to adjust your strategy to the changing business goals and market dynamics, it can prove detrimental to your success.
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