When it comes to building a brand, it’s easy to fall into what we call “wishful branding.” You know, when you’ve got more goals than hours in the day and about 37 projects on your to-do list (and counting). You’re all pumped up with ambitious ideas, but somehow…not much seems to actually get done.
Did someone say “squirrel”?
Wishful branding might feel productive, but it can quickly leave you running on a treadmill of goals going nowhere. So let’s talk about how to step off that treadmill and start prioritizing the goals that actually matter.
1. Define High-Impact Goals
Start by asking yourself: Which goals will make the biggest difference for my brand?
High-impact goals are the ones that drive growth, revenue, or visibility. They aren’t just “nice-to-haves”; they’re the goals that, when achieved, bring real, measurable value. High-impact goals might include actions like growing your email list, launching a new product, or boosting your online presence through a targeted marketing campaign.
Example: Instead of adding “post on social media more often” to your list, consider reframing it as “grow brand visibility by increasing engagement through a focused social media strategy.” One’s like a dart in the dark; the other’s got an actual target.
2. Assess Achievability
Now that you’ve nailed down the high-impact goals, let’s see if they’re actually doable (because some days, “clone yourself” just isn’t an option).
To assess achievability, look at factors like:
- Time – How much time will this goal take? Is it realistic to complete it within the timeframe you have?
- Resources – Do you have the budget, tools, or technology needed to execute this goal?
- Team Involvement – Does your team have the capacity to take on this goal without being overstretched?
Example: Let’s say you want to launch a new service offering. If your team’s juggling five other projects, it might be time to adjust the timeline or break down the project into bite-sized steps.
3. Set Short-Term and Long-Term Goals
Think of this as the Goldilocks rule of goal-setting: you need a mix of quick wins (short-term goals) and bigger-picture goals that require a bit more time in the oven (long-term goals).
Short-Term Goals – These are the high-impact goals that can be achieved quickly, like within 1-3 months. They might include refining your onboarding process or launching a targeted email campaign. Quick wins keep you and your team motivated and let you see progress fast.
Long-Term Goals – These larger, ambitious goals take a bit longer but have big rewards. Think launching a new product line or building a strategic partnership. These are the “big fish” goals that are well worth the effort.
Example: If your goal is to expand into a new market, start by setting short-term goals like market research and building an email list specific to that audience. Each step builds up to that longer-term vision.
4. Develop a Roadmap and Stay Consistent
Once you’ve identified your high-impact, achievable goals, map out a clear path to get there. The roadmap keeps you focused, so you’re not jumping around between tasks like a caffeine-fueled squirrel (we’ve all been there).
Consistency is key. Set time each quarter to revisit and refine your goals to stay on track.
5. Regularly Review and Refine
As you make progress, review and refine your goals. New opportunities might pop up, or some goals might need adjusting. Just make sure you’re consistently moving toward real results—not wishful thinking.
Moving From Wishful Branding to Strategic Success
Turning ambitious ideas into actionable steps isn’t about setting more goals—it’s about setting the right goals. By focusing on high-impact, achievable goals, you’ll see real progress and results that stick.
Ready to go from wishful branding to strategic success? Check out our Strategic Brand Goals mini-course to learn more about prioritizing and achieving the goals that matter most.
