Set Your Sights

Building a successful brand doesn’t happen by accident—it starts with intentional goal setting. Whether you’re launching a new product, rebranding your organization, or simply evolving your brand, the first step is to clearly define where you're headed.

Imagine the future

Start by dreaming big. Envision where you want your brand to be in 10 years, five years, or even just 12 months. These long-term goals give you direction and purpose. Once you have a picture of the future, work backward to set more immediate milestones. For example, if your goal is to launch a new brand in nine months, you’ll need to break that down: How long will research and discovery take? When will concept development begin? When will you build brand tools or plan your launch? Thinking this way helps you create a timeline that balances ambition with reality.

Temper your ambition

It’s one thing to imagine the ideal future—it’s another to execute it with limited time, budget, and resources. This is where SMART goals come in. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound.

• Specific: What exactly do you want to achieve?
• Measurable: How will you know you’ve succeeded?
• Achievable: Is it realistic with the resources you have?
• Relevant: Does it support your broader brand or business strategy?
• Time-bound: What’s your deadline?

Turning your big vision into SMART goals helps ensure you’re working toward outcomes that are both inspiring and attainable.

Create your plan

With goals in place, it’s time to chart your path. Use your research and insights from experts to choose the right strategies. Then, list out the specific tasks needed to bring each strategy to life. Put everything into a calendar so you know what happens when—and who’s responsible for doing it. A clear plan keeps things moving and prevents surprises down the line.

Rally the troops

Executing a brand strategy takes a team. Consider the skills required for research, creative development, writing, design, strategy, implementation, and project management. Do you have these capabilities in-house, or will you need to bring in outside partners? Think through the time each task will take and your team’s bandwidth.

To stay organized and efficient, use the RACI model to assign responsibilities. RACI stands for:

• Responsible: Who is doing the work?
• Accountable: Who is ultimately in charge of the outcome?
• Consulted: Who provides input?
• Informed: Who needs to stay in the loop?

Tools like Asana, Teamwork, Monday.com, or Trello can help automate task management, timelines, and communication across teams.

Track and adjust

Even the best-laid plans need to flex. As you move through your branding journey, keep a close eye on what’s working and what’s not. Track your progress regularly and be willing to make course corrections. Sometimes the strategy you started with won’t be the one that gets you to your goal—and that’s okay. The most successful branding efforts are those that evolve along the way.

Goal setting isn’t just a box to check—it’s a foundational step in building a brand that performs. By imagining the future, grounding your ideas in SMART goals, creating a clear plan, engaging the right people, and staying adaptable, you’ll give your brand the best chance to thrive. So set your sights high—and then get to work.