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Want Stability in a Business? Write the Brand Plan before the Business Plan.


Business Plans Don't Have All the Answers

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:

  1. 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.
  2. 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?
  3. 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 | For more info on brand plan­ning or audit­ing, get in touch.