If you’re like me, you love the idea of projecting into the future to find out what you need to do today. This involves business planning. But but that business plan needs the solid foundation it gets from a brand plan. Here’s what the brand plan does:
- It unites your partners and employees. Nothing makes your team more productive than having a shared goal and shared values. Decisions happen faster at the partner level and the employee level.
- It creates customer connection from day one. You see, your customers don’t see your brand as an organization; they see it as they’d see a person. They need to be able to trust it like they’d trust another person. Can they read your character from how you speak?
- It speeds you through the business plan. If you understand your values, you can make quicker decisions about how you want to set things up.
Some people will come back with this objection: “Branding is to make people think about you a certain way. It’s not something you have to think about the first day.” But branding is about character. Ask the great branding agencies how it chooses colors and tone for its clients. They’ll tell you any colors, layouts or visuals reflect the character of the company, not the other way around. In other words, take a minute to write down your mission, vision and values. Then take the next step: talk about what you would do and what you wouldn’t do and why. What kinds of values do you have, and how do they look when they take the form of a business? So before you crack open the business planning software (which I suggest you do), get some of these moral questions answered, so you can set that business plan on a solid foundation: one that’s not likely to shift so much. How to Write a Business Plan | Entrepreneur.com. For more info on brand planning or auditing, get in touch.