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Business Goals
Brand Alignment
Strategic Planning
Business Strategy
Brand Positioning
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
Business Goals
Brand Alignment
Strategic Planning
Business Strategy
Brand Positioning
Written by:
3 min read
Updated on: August 26, 2024
Samson Mosilily
Senior Regional Manager
African Market, Regional Management, Growth
Samson Mosilily
Senior Regional Manager
African Market, Regional Management, Growth
Is there a nagging sense that your brand and overall business strategy aren’t pulling in the same direction—even if you can’t pinpoint why? Probably, your promising new product line isn’t catching on with your target audience, or your “revolutionary” service is causing barely a ripple in the market. Often, the real culprit is a misaligned brand strategy. That misalignment can hide beneath the surface for ages, quietly weakening your product or service impact. Let’s find out how to bring everything together so that your brand and business objectives not only co-exist but thrive.
Is there a nagging sense that your brand and overall business strategy aren’t pulling in the same direction—even if you can’t pinpoint why? Probably, your promising new product line isn’t catching on with your target audience, or your “revolutionary” service is causing barely a ripple in the market. Often, the real culprit is a misaligned brand strategy. That misalignment can hide beneath the surface for ages, quietly weakening your product or service impact. Let’s find out how to bring everything together so that your brand and business objectives not only co-exist but thrive.
Define clear business goals
Define clear business goals
Before anything else, clarify your business goals. Are you looking to boost market share? Increase sales? Expand into fresh markets? Once you lay these aims on the table, your brand strategy has something solid to support.
Establish a framework: Business goals shape the broad direction of your brand. They highlight what the organisation hopes to achieve and make sure everyone’s rowing in the same direction.
Consider long-term vision: Do you want to see rapid revenue growth? Acquire a certain number of new clients each quarter. Scale up your operations globally? Give each goal a measurable component so your brand can work purposefully.
Frontify emphasises how a well-structured brand strategy energises both your internal teams and your external reputation—always a plus.
Before anything else, clarify your business goals. Are you looking to boost market share? Increase sales? Expand into fresh markets? Once you lay these aims on the table, your brand strategy has something solid to support.
Establish a framework: Business goals shape the broad direction of your brand. They highlight what the organisation hopes to achieve and make sure everyone’s rowing in the same direction.
Consider long-term vision: Do you want to see rapid revenue growth? Acquire a certain number of new clients each quarter. Scale up your operations globally? Give each goal a measurable component so your brand can work purposefully.
Frontify emphasises how a well-structured brand strategy energises both your internal teams and your external reputation—always a plus.
Understand your target market
No matter how inventive your product or service might be, it needs the right audience. Market research can reveal what your ideal customers crave—everything from aesthetic preferences to spending habits.
Create buyer personas: Go beyond demographics. Explore psychographics, motivations, and buying triggers.
Align with audience values: Once you know what drives your customers, reflect that in your branding. It builds loyalty and boosts the perceived value of your offerings.
63% of consumers are willing to pay more for brands they trust—a testament to the power of building genuine relationships.
No matter how inventive your product or service might be, it needs the right audience. Market research can reveal what your ideal customers crave—everything from aesthetic preferences to spending habits.
Create buyer personas: Go beyond demographics. Explore psychographics, motivations, and buying triggers.
Align with audience values: Once you know what drives your customers, reflect that in your branding. It builds loyalty and boosts the perceived value of your offerings.
63% of consumers are willing to pay more for brands they trust—a testament to the power of building genuine relationships.
Audit your current brand positioning and messaging
Take a close look at how your brand is currently perceived, inside and out. Are your visuals, voice, and overall vibe consistent across each touchpoint?
Assess brand identity: Is your logo design in line with the brand’s tone? Do the colours and fonts still resonate, or could they use an update?
Check competitor insights: A thorough audit may reveal that your main rival has a sharper or clearer brand voice, which can guide your own adjustments.
Maintain consistency: Make sure your messaging doesn’t contradict itself on social media, email newsletters, or packaging. People notice—often more than you think.
Take a close look at how your brand is currently perceived, inside and out. Are your visuals, voice, and overall vibe consistent across each touchpoint?
Assess brand identity: Is your logo design in line with the brand’s tone? Do the colours and fonts still resonate, or could they use an update?
Check competitor insights: A thorough audit may reveal that your main rival has a sharper or clearer brand voice, which can guide your own adjustments.
Maintain consistency: Make sure your messaging doesn’t contradict itself on social media, email newsletters, or packaging. People notice—often more than you think.
Ensure alignment with brand values and mission
Your business goals should go hand-in-hand with your brand’s fundamental beliefs. Let’s take an example: If you aim to champion sustainable practices, your brand strategy should weave that into your visuals, messaging, and corporate culture.
Communicate commitments: When employees share the same ethos as the brand, they’re motivated to go the extra mile.
Drive loyalty: Research finds that around 62% of buyers factor in a brand’s values before making a purchase.
Your business goals should go hand-in-hand with your brand’s fundamental beliefs. Let’s take an example: If you aim to champion sustainable practices, your brand strategy should weave that into your visuals, messaging, and corporate culture.
Communicate commitments: When employees share the same ethos as the brand, they’re motivated to go the extra mile.
Drive loyalty: Research finds that around 62% of buyers factor in a brand’s values before making a purchase.
Identify the gaps and misalignments
A brand strategy sometimes strays away from business objectives. Maybe your products target a certain demographic, yet your brand messaging leans in another direction. Spotting and fixing these gaps is crucial.
Conduct a gap analysis: Evaluate how closely your brand identity echoes your stated mission. Tools like alignment matrices can uncover discrepancies you might otherwise overlook.
Refine your positioning: If your brand’s promise doesn’t differentiate you from competitors, it’s time to rework those unique selling points.
A brand strategy sometimes strays away from business objectives. Maybe your products target a certain demographic, yet your brand messaging leans in another direction. Spotting and fixing these gaps is crucial.
Conduct a gap analysis: Evaluate how closely your brand identity echoes your stated mission. Tools like alignment matrices can uncover discrepancies you might otherwise overlook.
Refine your positioning: If your brand’s promise doesn’t differentiate you from competitors, it’s time to rework those unique selling points.
Implement and monitor your strategies
A newly polished brand strategy is only as powerful as its execution. Whether it’s product packaging, online ads, or customer service scripts, everything should support the same overarching image and message.
Set KPIs: From social media metrics to quarterly revenue, track how well your new brand direction performs.
Make adjustments: Regular evaluations keep you from veering off course. If a certain campaign isn’t producing results, tweak your approach rather than abandoning the entire strategy.
A newly polished brand strategy is only as powerful as its execution. Whether it’s product packaging, online ads, or customer service scripts, everything should support the same overarching image and message.
Set KPIs: From social media metrics to quarterly revenue, track how well your new brand direction performs.
Make adjustments: Regular evaluations keep you from veering off course. If a certain campaign isn’t producing results, tweak your approach rather than abandoning the entire strategy.
Adapt to changes and evolve your business
Brand alignment isn’t something you set once and then leave untouched. Markets shift, technology advances and consumer tastes develop. Being agile is key.
Stay relevant: Agility helps you keep pace with new trends and fresh demands.
Learn from past examples: Coca-Cola’s brand strategy famously zeroes in on moments of happiness, from nostalgic adverts to new product launches—always focusing on that same, upbeat theme.
Brand alignment isn’t something you set once and then leave untouched. Markets shift, technology advances and consumer tastes develop. Being agile is key.
Stay relevant: Agility helps you keep pace with new trends and fresh demands.
Learn from past examples: Coca-Cola’s brand strategy famously zeroes in on moments of happiness, from nostalgic adverts to new product launches—always focusing on that same, upbeat theme.
Integrate customer feedback
Listening to your audience’s viewpoint can fine-tune your brand strategy. Offer quick surveys or encourage online reviews, then adjust your approach based on what they say.
Seek direct input: Ask whether your tone, style, or brand story resonates.
Test new ideas: Focus groups or user testing sessions can reveal pitfalls you never anticipated.
Listening to your audience’s viewpoint can fine-tune your brand strategy. Offer quick surveys or encourage online reviews, then adjust your approach based on what they say.
Seek direct input: Ask whether your tone, style, or brand story resonates.
Test new ideas: Focus groups or user testing sessions can reveal pitfalls you never anticipated.
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
Instead of rolling out an affordable electric vehicle to capture a broad market from day one, Tesla began with a luxury car. That move immediately elevated its status and established the brand as an electric pioneer, showcasing what battery power could really achieve. Fast forward to now, and Tesla’s brand value has shot up, placing it among the most valuable global names.
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 didn’t invent the smartphone, yet it mastered the art of releasing a polished, refined product that overshadowed the competition. While earlier market entrants jostled for space, Apple took the role of an observant follower—spotlighting user-friendly design and elegant marketing. The result? Immense brand loyalty and financial success.
Spotify
iTunes charged per track, Pandora felt like a radio station. Spotify spotted a gap: give users on-demand control of their music, supported by either ads or a premium subscription. Its user-first strategy aligned neatly with overarching business aims, paving the way to dominance in music streaming.
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
Instead of rolling out an affordable electric vehicle to capture a broad market from day one, Tesla began with a luxury car. That move immediately elevated its status and established the brand as an electric pioneer, showcasing what battery power could really achieve. Fast forward to now, and Tesla’s brand value has shot up, placing it among the most valuable global names.
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 didn’t invent the smartphone, yet it mastered the art of releasing a polished, refined product that overshadowed the competition. While earlier market entrants jostled for space, Apple took the role of an observant follower—spotlighting user-friendly design and elegant marketing. The result? Immense brand loyalty and financial success.
Spotify
iTunes charged per track, Pandora felt like a radio station. Spotify spotted a gap: give users on-demand control of their music, supported by either ads or a premium subscription. Its user-first strategy aligned neatly with overarching business aims, paving the way to dominance in music streaming.
Frequently Asked Questions
What is brand strategy?
A brand strategy outlines how you want to distinguish your business in the market, including brand identity and messaging.
How are business goals and strategies linked?
Business goals clarify the aims, while strategy spells out how to get there. They work hand-in-hand to drive growth.
What are the 4 C's of brand strategy?
Colm Murphy identified four components—Company, Category, Consumer, and Culture.
Final Thoughts
Brand strategy is not a “set it and forget it” affair—it's a constantly changing process that shifts with your goals and market conditions. Sure, fine-tuning your brand might feel like extra work, but the payoff is a tighter focus, greater credibility, and a stronger connection to your customers. If you let your brand and business objectives meander off on separate paths, you risk the dreaded scenario where even a brilliant product goes overlooked. Keep them in sync, and you’ll be in a far better position to adapt, grow, and thrive—no frantic mid-launch reboots required.
Frequently Asked Questions
What is brand strategy?
A brand strategy outlines how you want to distinguish your business in the market, including brand identity and messaging.
How are business goals and strategies linked?
Business goals clarify the aims, while strategy spells out how to get there. They work hand-in-hand to drive growth.
What are the 4 C's of brand strategy?
Colm Murphy identified four components—Company, Category, Consumer, and Culture.
Final Thoughts
Brand strategy is not a “set it and forget it” affair—it's a constantly changing process that shifts with your goals and market conditions. Sure, fine-tuning your brand might feel like extra work, but the payoff is a tighter focus, greater credibility, and a stronger connection to your customers. If you let your brand and business objectives meander off on separate paths, you risk the dreaded scenario where even a brilliant product goes overlooked. Keep them in sync, and you’ll be in a far better position to adapt, grow, and thrive—no frantic mid-launch reboots required.
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Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
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Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
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Click to copy
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Click to copy
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Copyright © 2024 FOR®