Chapter 4
Clarifying Your Branding Goals
IN THIS CHAPTER
Setting branding goals
Mapping out your branding activities for the year
Making your goals measurable
Monitoring your branding success and making adjustments
One of the biggest mistakes people make when they start branding is that they start branding. I know that sounds odd, but my point is that most people start by creating a website or blog or podcast before they have any idea of what they’re trying to accomplish. As a result, they work too hard at it, everything they do has little or no impact, they have nothing in place to figure out why, and they begin to wonder what they’re doing wrong. What they did wrong is that they started branding when they should have started planning.
As Steven Covey, author of the best-seller The 7 Habits of Highly Effective People, advises, “Start with the end in mind.” After all, how can you hope to get where you’re going if you don’t even know where that is?
In this chapter, I encourage you and guide you through the process of starting with the end in mind by establishing branding goals and ...
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