July 13, 2015
Everyone always uses the phrase “we have to all get on the same page” but then they produce 57 page brand plans and expect everyone in the organization to know what’s going on. We believe that a great brand plan should fit on one page.
The role of the Brand Plan
A well-written Brand Plan helps to align an organization around the direction, the choices and the tactics that need implementing for a brand to achieve their goals. The Brand Plan unites functions such as marketing, sales, product development outlining what each group needs to do for the brand to be successful, while setting goals that operations and finance need to support. The Brand Plan gains approvalfrom senior management around spending options, strategic choices and sets forth the tactics that will be implemented. It holds senior management accountable to the plan. The Brand Plan helps frame the execution for internal stakeholders and for the various agencies who will implement programs within the plan. Execution is an expression of the strategy, and the plan must hold agencies accountable to delivering work that is on strategy. And lastly, the Brand Plan helps the Brand Manager who wrote it, stay focused to deliver what they said they would. It helps them to refer back to the strategy and the intention to ensure the Brand Manager“stays on strategy” the entire year.
The Plan on a Page
This is the plan on a page format that we use at Beloved Brands. It enables you to fit everything on your plan down onto one page that can be lamented and given out to everyone in your organization to get them on the same page. It has the brand vision, P&L forecast, analysis, key issues, strategies and tactical plan:
We start off by asking 5 key questions and then using those answers to start the planning process. Keeping it this simple forces you to keep your answers tight and focused.
I made it a regular to keep these 5 questions flowing on my brand, so that I could see the progress I was making. Every 3 months, I’d take a few hours to adjust the answers to these questions. When it came time for the annual brand plan, I’d use these 5 answers as a kick off to the plan. Here’s how it matches up to the plan on a page.
Analysis (where are we?): Once you have the overview of each part of the plan, you can then go a bit deeper. Here’s the format we use for the summary analysis which answers what is driving growth balanced against what is holding the brand growth back. These are both happening now. And then to look into the future, we’d assess what are the major risks and opportunities.
Key Issues (why are we here?): What is getting the way from achieving your vision/goals? Deep analysis highlights what’s driving and holding brand back, as well as future risks and untapped opportunities. Issues are asked as a question to provide the problem to which strategies become the solution. This is a great tool to help focus why you are here, asking these 4 questions that help assess your market position, your core strength, how tightly connected you are and what is the business situation you’re facing.
Vision (where could we be?): What do you want your brand to be in the next 5-10 years? Vision gives everyone on the brand a clear direction, it should be measurable (quantitative) and motivating (qualitative). It should push you so much that it scares you a little, but excites you a lot.
Goals: What do you need to achieve? Specific measures of brand health and wealth, related to consumer/customer behavioral changes, metrics of key programs, performance targets or milestones on the pathway to the vision. It’s the brand scoreboard. Financial Forecasts: sales, A&P spending, margins, profits, market share.
Strategies (how can we get there?): Strategies are the “How” you will win the market. Choices based on market opportunities, using consumers, competitors or situational. Strategies should have a pin-pointed focus providing a breakthrough on the pathway to the brand vision. Here’s a strategic tool we use to help you focus, based on where your brand stands on the Brand Love Curve.
Tactics (what do we need to do to execute the strategy?): Framed completely by strategy, tactical choices deploy your limited resources against brand projects in the most efficient way to drive a high ROI. Included in this section, you’d use your Marketing Budget to focus your resources: This would be broken out by trade spend, communication, consumer promo, new products, research.
Here’s the summary of the definitions for the Plan on a Page.
If you’re struggling with your brand plan or need a workshop to help kickstart and focus your team, let us know how we can help.
Time to get everyone on the same page starts with a Plan-on-a-Page!!!
As you get set for your planning season, you can follow the workshop we use with clients via this Powerpoint presentation on our Beloved Brands slideshare site:
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We offer Brand Coaching, where we promise to make your Brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your Brand’s full potential. For our Brand Leader Training, we promise to make your team of Brand Leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at firstname.lastname@example.org or phone me at 416 885 3911