How to Align Business Strategy with Brand Strategy
One of the key points we tell our clients at FiveSeven when working to develop their brands is to make sure they align their business strategy with their brand strategy. Most of the time the response we get is something like, “okay…so what exactly does that mean”? It’s a very important concept to not only understand, but also employ, so I want to talk briefly about what it means to align these two strategies, why it’s important to do so, and how to make it happen.
Business & Brand
There’s a lot that can be said, and already has been said, about business strategy. We’re not going to get into a lot of details in discussing business strategy. Instead we’re going to assign two simple definitions to your business strategy and your brand strategy. Quite simply your business strategy should focus on where you want to go. And your brand strategy should focus on how you’re going to get there.
Think of it like taking a trip somewhere. There’s a place you want to go. And there’s a roadmap for how to get there. Let’s say we’re taking a trip to San Francisco from Orlando, FL. We know what our destination is (San Fran). We know where we’re leaving from (Orlando). And we know what we want to do when we get to San Fran. But how are we going to get there? Are we going to drive? Fly? Swim?
Our choice of travel is dependent on a lot of things – yes we must take our final destination into account, but there are a lot of other factors to consider – cost, time, external variables. I’ll stop the analogy there, but you can start to see the point I’m trying to make. Too many times business owners, freelancers, and those in between focus only on where they want to go, and don’t focus enough on the optimal means of getting there. Sometimes they take the quickest option (flying). Other times they take maybe the more scenic option (drive). Still other times they might choose the cheapest option (Swim). But which one is the right option?
Why It’s Important
The answer to that question is the reason why it’s important to align your business strategy with your brand strategy. It’s not just enough to know where you want to go – you also have to think about the best way to get there. But how do we determine what the best way is? Well, that’s where brand strategy comes into play.
Remember your brand is essentially your company’s personality. It’s not what you think or feel about your business – it’s what your customers/clients/users think or feel about your business. Your brand is what makes your customers/clients/users choose your products or services over your competitors. So the way to determine the best means to get to your destination for your business is to determine the best way to reach your customers. And that is demonstrated in how you brand.
We’ve talked to numerous clients who have a good idea of where they want to go (however, as a side note, we’ve talked to many who don’t even know where they want to go, so it’s just as important to spend time crafting your goals and your vision for your business…), and from this they jump in headfirst without any consideration of how to get there. They develop a website, design a logo, craft a marketing plan without even a thought towards who their target market is, how best to reach that market, and how to effectively spend time, money, and resources.
This is why so many small businesses get frustrated at their lack of growth – because many times it not because they aren’t trying! It’s because they’re spinning their wheels in a direction they shouldn’t be going because they haven’t taken enough time to define their brand strategy.
If you don’t focus on aligning your brand strategy with your business strategy you are setting yourself up for a lot of frustration, a lot of “wasted” time and resources, and potentially a lot of failure.
How to Make it Happen
So if it’s so important, how do we make it happen. Well, if you only did one thing I would encourage you to do this: set aside time, and spend it thinking about these two strategies. I’m willing to go out on a limb and say you’re probably pretty smart. If you own your own business, or have struck out on your own as a freelancer, you probably have a few working brain cells in that head of yours. So put them to work! You’re the one with the passion for your business; you’re the one with the goals and the vision; so you’ve got to be the one to think about where you want to go and how you’re going to get there.
Here are some further tips for how you can align your business strategy with your brand strategy:
- Define your goals and your vision for your business – they can be large goals or small goals, but you need to spend time defining where you want to go.
- Define your target market, and your target customers – remember, branding is about them not you, so it’s important to know who they are
- Study your target market, and your target customers – it’s not enough to know who they are. You also have to know how they operate. If your target customers make most of their decisions based on online experience and research, why take out that print ad in the yellow pages? If your target customers are in a certain age group, don’t develop a MySpace page, work on a Facebook or Twitter profile. You see where we’re going here…what you develop and how you get to your destination needs to be defined by your customers’ behavior.
- Don’t generalize – don’t just assume, for instance, that your business doesn’t need to utilize social media because you can’t see how your business will fit on Facebook. Don’t generalize one form of media or marketing based on one entity. Just like social media is much more than Facebook, your brand strategy should seek to find ways to reach your customers through the mediums they use the most.
- Set a plan – the great basketball coach John Wooden once said, “failing to prepare is preparing to fail”. That is so true in business. Don’t assume that your business will adapt as you go along. You need to have a plan, you need to have a roadmap. Recognize that growing a business is a journey and you won’t be able to do everything all at once…but that doesn’t mean you shouldn’t plan everything out. Of course, recognize that your plan needs to be fluid and flexible, but you’ll be in a much better position having to revise and adapt your plan then trying to make things work with no plan at all.
- Finally, take the time to do it right the first time – I’ve talked to many business owners who, for one reason or another, choose to take the lesser option, cheaper option, easier option when it comes to implementing their brand strategy. I’m not advocating choosing the most expensive, most complex option all of the time – because I firmly believe that a lot of times the simpler option is the better option. But simple doesn’t mean cutting corners. Simple means concentrating the most important elements in the optimal method of delivery. If you start cutting corners, and think “oh, I’ll just do that later”, or “well I’ll go with the less optimal solution until I’m more comfortable”, you’ll never get to where you want to go. Success will mean sacrifice. My point is if you’re truly serious about your goals and vision, then make the decisions that will get you there – if you’re not going to make the optimal decision, don’t make it at all…but don’t settle for the second or third or fourth option. If you’re going to do something…if you want to do something…do it right the first time.
So we’ve seen that it’s essential to your success in business to define both where you want to go and how you’re going to get there. We’ve seen that defining how we’re going to get there means focusing on our customers. And we’ve seen that we need to take the time to plan, and take our goals and vision seriously. If we truly want to succeed, we can’t cut corners. We have to believe in where we’re going, and do the best we can with what we’re given to get there.
If we align our business strategy with our brand strategy, we’ll be one step closer to reaching our final destination.