Engineer your brand for success in 2018 by completing an Annual Brand Roadmap. This easy to use template has you define your goals for the year and set up the strategies and tactics to conquer them.
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HOW TO APPROACH THE BRAND ROADMAP TEMPLATE
Here’s the guide to completing the annual brand roadmap for your brand so it sets you up for a successful 2018.
- Your brand vision is your ambitious goal for the year. Let it be bold and big and definitely out of your comfort zone. Let this be your guiding light towards everything you do for the year. An example of a brand vision for a local coffee shop could be to become the destination for residents to visit when they are wanting to build connections with others. This vision is bigger than the company itself and in return will drive the local coffee shop to be more than just a place for people to grab coffee from.
- Your brand purpose is the why behind your brand vision. Why do you want to accomplish your vision? Why is your vision important to your consumers? Why does society need you to accomplish your vision? This should the underlying reason behind your vision. An example of the purpose of a healthy restaurant could be to increase the overall health of a city’s residents. This meaningful purpose will drive the actions of the healthy restaurant in regards to the ingredients it uses, to how accessible they will make their meals and everything in between.
- Your goals should be S.T.A.T., standing for specific, trackable, ambitious and tight. Specific, meaning they have as much detail as possible. Trackable so you can measure your results to know you are on plan throughout the year. Ambitious so you stretch yourself and tight meaning you are on brand, on purpose and aligned with your vision.
Once you have these areas planned out, you can then move into the strategies and tactics to make these higher level areas come to life. Your strategies will be the overarching activities you will do and the tactics are the nitty gritty details to bring the strategy to life. For example, if your strategy is to have current customers use your service more often, the tactics you could implement to accomplish this could be to start ongoing email campaigns with your customers so you stay top of mind with them, having digital advertising targeted to your current users reminding them to use your service, offering customers unique offers throughout the year or even introducing a new feature that would benefit to your audience.
Strategies are overarching ideas to reach your goals and tactics are the specific ways to accomplish the strategy.
Completing an annual brand roadmap is a great tool to set you up for a successful year ahead. Happy planning!
