Strategic Brand Planning … Where to start?
When we talk about the strategic planning of a company or a brand, the first thing that has to come to mind is the basis on which all other aspects related to such planning will start: it is nothing else than The Mission, The Vision and the Values of the brand.
In fact, the Mission, Vision and Values of a company are the 3 pillars (closely related to each other) on which brands must be based to shape their business strategy, delineate their goals, set their goals short, medium and long term; and formulate action plans, regardless of the size of the company or the business project (it even serves the personal branding strategy).
These are classic concepts of strategic planning, but they continue (and will continue to be) useful, mainly because we can understand them and apply them from two perspectives that are decisive for any organizational project that prevails:
Business strategy perspective: they will serve as a frame of reference for goal setting and decision making, at all levels.
Perspective of the communication of the Brand:
Internal Communication: will serve to internally know what is working, how to act and what you want to achieve.
External Communication: will serve to communicate to customers, suppliers, society and other interest groups the essence, culture and ambition of the company.
In short, properly defining these three concepts will serve to generate a complete image of the company and begin, in this way, to build the brand from the feet to the head, since we will achieve the following three things, so fundamental to consolidate the present and facing the future of any organization:
Give an identity (who we are) – Mission
Define aspirations and commitments (where we are going or who we want to be) – Vision
Giving the mark of some human values. “Humanization” of the brand (business culture with which we will face the road) – Values