Lay out the key issues that answer, “Why are we here?” Take the summary findings of the deep-dive analysis and drawing out the significant issues in the way of achieving your stated brand vision.
A great way to find the issues is to brainstorm up to 30 things in the way of your vision. Then, narrow down your list to the top 3-5 significant themes you see. Take the themes and begin to write the top issues in a rhetorical, strategic question format. These questions should be able to prompt a few different strategic options for how to solve each issue. Spend serious thinking time on these questions because the better the strategic question you ask, the better the strategic answer you will get.
Example of using the four strategic questions to focus the brand’s key issues
Another excellent methodology for finding key issues is to go back to the four strategic questions model I outlined in the strategic thinking chapters. This thinking ensures you take a 360-degree view of your brand. Looking at the example below, I have used the four strategic questions and come up with four specific questions that fit the Gray’s Cookies brand.
With various ways to brainstorm and find the issues I recommend for the annual brand plan, focus on the top three key issues, which set up the top three strategies. From there, a long-range strategic roadmap can typically handle up to five key issues, then five strategies.
Make sure you find the right level of the key issue
Too low: How do we get consumers to use more coupons?
- In this example, the key issue is too specific and too tactical to set up a strategic solution.
Too high: How do we become the #1 brand?
- This key issue is too general and too broad of a question to lead to a pinpointed, strategic solution. It is more suited to a question on brand vision.
Just right: How do we drive usage among loyal consumers?
- With this example, the key issue does an excellent job of addressing an obstacle in the way of the vision, yet it is big enough to leave you sufficient room to explore various strategic solutions.
The power of three’s:
I believe in “the power of threes.” As I said earlier, your brand plan should help you make decisions on where to focus and allocate your limited resources. As a guideline, for an annual plan, I recommend you focus on the top three strategies, then focus on the top three tactics for each strategy.
That means nine significant projects for your brand to focus your limited resources on during the year. Compare the subtle difference with what happens when you try to do five strategies with five tactics: the plan quickly explodes into 25 projects. That would cripple your brand’s limited resources. What if you never get to the twenty-fifth project but it was the most important project? With fewer projects, you will be able to execute everything with full passion and brilliance.
I see too many marketers with a long list of things they need to do. They are so busy; they have no time to think about what matters to their brand. And, they have very little passion for any one particular project; they’re just trying to get everything done. This thinking is not the ideal behavior a brand needs to become a beloved brand.
Asking the smart questions leads to smart strategies
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With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.
You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.
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Beloved Brands: Who are we?
At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.
The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.
We help brands find growth
We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.
We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.
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We make Brand Leaders smarter
We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.
To learn more about our training programs, click on this link: Beloved Brands Training
If you need our help, email me at firstname.lastname@example.org or call me at 416 885 3911