5 questions to inform your 2024 brand strategy
As we step into 2024, crafting an intentional brand strategy is essential for navigating the dynamic landscape of public relations, and ultimately, achieving your business objectives. Spending even a short amount of time contemplating some key questions will provide you with an intentional roadmap for the year ahead, helping you refine your focus, understand who you’re talking to and set clear expectations for success.
To ensure your brand is on track, set aside some time with your team to answer these five questions that will serve as guiding principles for the 12 months ahead:
5 questions to inform your 2024 brand strategy:
What are our top 3 business objectives for the next 12 months? Write down all the things you want to focus on and achieve in 2024. When you're finished brainstorming, pick three and rank them one through three. These three priorities will be your North Star as you move forward with tactical planning.
Who are our primary & secondary target audiences? If you try to be everything to everyone all the time, you won't resonate strongly with anyone. Pick a primary & secondary target audience, identify their demographic information and then actually describe them as people. What is important to them? Where do they get their news? What do they do in their free time?
Where do you want these people to go? What do you want them to do? Garnering brand awareness is important, but having a well-defined call-to-action & audience journey is where you'll see awareness convert into results. Are you sending them to the free consultation page of your website? Event registration? Donation form? E-newsletter sign-up? (P.S. make sure any destination you choose is ready for visitors!)
What time-sensitive tentpoles do you have in 2024? Clustering your efforts, campaigns and messaging around time-sensitive elements of your business is a great way to build urgency & interest. Populate a calendar with any 2024 product launches, events, seasonal promotions, fundraiser or other newsworthy announcements.
What does success look like this year? There are so many ways to measure results, but which key performance indicators (KPIs) will actually help you benchmark progress against your business objectives? E-newsletter sign-ups? Website click-through? Sales of a specific SKU? A sold-out event? Make a plan now with specific markers for success.
Spending even a short amount of time contemplating these questions will provide you with a set of guiding principles for the year ahead, helping you refine your focus, understand who you’re talking to and set clear expectations for success.
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