How to Create Your 2018 Brand Goals


There is nothing like entering the holiday season knowing you are on track.

Happy Holidays, by the way! I hope this finds you in a jolly festive mood! I have just moved into a new home and couldn't be more excited about getting settled to kick off 2018 with a bang!

I stopped to get coffee at a fave mom & pop coffee joint while on my way to Boston to shop for a client. This place is on my way to the highway and their location is great for regular commuters.  Over the past 4 years, they have gone from a handful of locations to franchising hundreds. At first the growth was exciting, then made me nervous that I would lose that chill feel.

But I got super excited that this time they had switched cups to non-styrofoam. I mean, who uses styrofoam anymore? That’s so 90s.

It got me thinking, “Yay, let’s celebrate this.” They hit a goal, they heard their customers, they aligned closer to my ideal. Score. A win in my book.

I know Brand Goals can be really vague and really big. But seriously, have you thought about how you want to grow your company? Do you think through the tiers of growth? Are you aware of your customer response? Do you know what else they want from you? 

4 steps to integrate into your brand goals

Whose businesses do you admire?

A great way to integrate into your brand goals is to look at examples of companies that have made shifts or growth that you have respected or been excited about. Some ideas I love to look at:

  • Unique partnerships or buyouts - Amazon takes over Whole Foods (not that I am playing this game, but I am curious about the customer experience, the shift in technology, and price adjustments.)
  • Retail trends - larger Retailers carrying local crafts - this trend has been happening for a while, but it’s always amazing when a friend gets picked up by Anthropologie or West Elm. It didn't start out with one convo, it was tested with a pop-up or two. Market reception was evaluated, and then they said yes or no to the crafter.
  • Environmentally Friendly Adjustments - a local coffee company decides to use healthier and environmentally conscious cups - what a win: the company cares about my health and the environment.

What did you execute in 2017?

If you are like me, you had an exhaustive list of accomplishments. Did you make it all happen?

What did you cut out? Why? (Remember this!) What surprised you?

How do you want your customers to feel and how do you create that for them?

Customer experience is paramount. Delivering any product or service has its flow and bumps. Think through an experience you had with a company that just made you happy. It was a feel-good brand moment!

For me, AMEX has blown me out of the water with the long lasting relationship we have had. The level of service is amazing. They have always gone above and beyond for me, and I’m not a Black Card holder! What I found out this year while sorting through an issue while traveling is that AMEX is my longest standing relationship in my life, outside of my family. Crazy! 

That is long-term brand experience. I have followed every promotion and opportunity with them. I have allowed them to help me grow my business. I’ve traveled the world with them. Many opportunities would not have been made possible without them.

Wouldn't you love to have that kind of longevity and experience with your clients?

How do you want to feel?

It is really important to know where you stand in this whole big grand scheme of life! I know that I sought out creating an online business for very specific reasons. One, it was the best option for me to grow a business while managing health challenges. Two, I want to be able to move with my business whenever I desire. Three, I love having global connections and this allowed me to spread my network.

What I did not realize I was going to feel was one of my deepest fears: ALONE. Yup, this working-from-home thing can getcha! All isolated, just you, the computer screen, the fridge and the world! It works for part of my needs, but my personality is full extrovert. So I learned that ultimately I am a talker. I have meetings online and over the phone, then I implemented coffee dates, too, just for face-to-face.

If you really focus in of your needs and how you want to feel - excited, inspired, and fulfilled (like I do every day working with my clients) - then the world is your oyster. You can create it any way that works for you!

Take a minute to review these ideas and make a list of what you can implement in 2018! I have yet to talk to a woman who doesn't want to make more money, reach more hearts, and create an epic impact on the world. 

I can’t wait to hear what your goals are. Leave a comment below.

Happy Holidays!



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