Creating Goals + Objectives in Brand Strategy
When you started your business, you probably came across many coaches, podcasts, and articles telling you which step to take first, and the answer is almost always "Start with a goal in mind."
Or was it objectives?
Wait, aren't they the same?
It's a common misconception that these two words are interchangeable. Many people liken them to reaching a destination, such as what they are working towards and where they want to be in five, ten, or fifteen years as an entrepreneur. However, it is essential to explore your "goals" and "objectives" separately if you want not just to build a profitable business but a sustainable brand.
Goals
The meaning of the word "goal" is what you typically think of: it is the outcome you would like to achieve from your journey. For example, my ultimate goal is to become a keynote speaker and an author while running a marketing agency that implements my strategy framework. Your goal may be to retire early, move to Hawaii, or make enough money to stay at home with your kids. Whatever it may be, it is crucial to voice these goals often and keep them at the top of your mind at all times. A way to do this is to create a vision board on Canva, keep a journal, or repeat daily affirmations corresponding to where you want to be.
Objectives
Now that you have a goal in mind, it's time to tackle "objectives". Objectives are the steps you need to take to achieve your dreams. You may have received advice to create "S.M.A.R.T. Goals" when you started your business. This term should be renamed "S.M.A.R.T. Objectives to Attain Your Goals," but the acronym is still relevant:
Specific: Make sure your overall goal is laser-focused and clearly defined.
Measureable: Think about the way you will measure your success.
Attainable: Is this goal within reach? For example, "I want to ride a Unicorn" is an unattainable goal you should probably stay away from setting. But, "I would like enough money to purchase a horse" is achievable.
Relevant: Ask yourself, "Is my goal aligned with my values?", "Is it the right time in my life to pursue it?" Or, since you are an entrepreneur, "Does this make sense for my business?"
Timely: This is the step where you set a timeline for yourself. Due dates are your best friend when it comes to reaching your goals.
How They Relate to Your Brand
Your brand is how people view you and your business, so while the nitty-gritty of starting an entrepreneurial endeavor is important, establishing a trustworthy brand will magnetize people to you and what you have to say and/or offer. Knowing your goals and objectives is what shapes you into a confident leader. If you are smart and employ the Know-Like-Trust factor in your marketing tactics, remember that it is hard for your audience to be attracted to you if you are muddy about where you want to be and how you will get there.
Simply put, think of goals as motivators and objectives as the vehicle to get there. One cannot exist without the other, so if you want to be a successful entrepreneur and an impactful brand, take the time to explore these two aspects to reach the destination of your dreams.
Are you interested in building your brand so you can be positioned as a thought leader in your industry? Book a call to discuss our NEW 3-Month Speaker Development Program, where we build out your speaker business from A-Z with the team at InDemand Studios.
About the Author:
Ashley Falletta is the CEO of InDemand Studios and a brand marketing strategist from New York. She helps women thought leaders, authors, and speakers position themselves as an expert in their industry with impactful marketing and PR strategies tailored to their messaging. Ashley holds a Master's degree from Medaille College and studied marketing at the World Coach Institute. She also holds a certification in the StoryBrand framework by Donald Miller. Ashley has appeared on the Marketing Made Simple podcast and as a featured speaker for the Business Systems Summit, Life Mastery Foundation, Entrepreneurette Summit, and BossSquad TV Show. When she isn't awkwardly writing about herself in the third person, she spends time with her husband and sons, cuddling with her puppy, and singing a tune or two while cooking Sicilian family recipes. Connect with her at www.AshleyFalletta.com, or send her a message on LinkedIn and Instagram to say "hello!".
