Branding S.M.A.R.T. Means Having An End Game.
Excerpt from my upcoming book, The BRAND:ED Playbook. Pre-Order available September 15, 2016.
Wisdom in brand strategy knows you must begin with the end in mind. So…what do you want to accomplish with your Product, Service, Organization, or Personnel (PSOP)? What is your end game? What is your “Brand Championship”? How will you access the potential field available? How will you choose to WIN against the competition? Answers vary depending on your industry, but the nature of the answer remains unchanged.
The BRAND:ED Playbook Lesson:
If you’re not strong somewhere, you’re weak everywhere.
Championship level brands develop goals which are S.M.A.R.T. and deliver desired outcomes through increased market share and awareness.
What does S.M.A.R.T. stand for?
Specific — Measurable — Attainable — Relevant — Time-Bound
Here’s how Ssali Media Group developed S.M.A.R.T. goals for a recent political branding client:
Specific: Create a campaign team to handle photography, videography, social media, graphic design, printing and merchandise.
Measurable: Build awareness with target audience of five campaign messaging points, and track though traditional and non-traditional media channels.
Attainable: Reach over 35,000 registered and mobilized voters while engaging 2500 potential voters in the area.
Relevant: Execute campaign over designated mapped area boundaries.
Time-Bound: Launch the branding and marketing initiatives over the course of 97 days from primary to election day.
And yes, our candidate won.
Successful PSOPs understand for the investment of time, talent and revenue, a reward should be returned. Whenever I talk brand strategy with my political clients, oftentimes the absolute outcome is to win the desired seat. All hands on deck understand that we are pushing through towards getting votes to the election box.
If you’re not sure how to begin, consider what your PSOP stands for. Why does it exist? “Start with a simple, believable purpose that is relevant to most people,” advises The Edge: 50 Tips From Brands That Lead. “Building a powerful brand takes a long view and the absolute view of what’s right for the brand in question.”