How to define brand objectives in 6 steps (with benefits)

By Indeed Editorial Team

Published 5 September 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Determining the objectives of a brand can improve collaboration among a company's departments. It also provides specific ways to measure branding progress and strengthen public perception of the organisation. Learning how to do it can leverage your marketing strategies and allows you to help your employer build a stronger brand for themselves. In this article, we define brand objectives, explain why they're important and show you how you can define objectives for your employer's brand.

What are brand objectives?

Brand objectives are specific, measurable goals of a business's brand, which together make up the brand strategy. Commonly, these goals refer to business aspects like revenue or company image. Setting and accomplishing branding objectives allows companies to track their brand's evolution, identify if the evolution is negative or positive and use that information to develop better marketing strategies.

Related: The brand identity prism (components and how to use it)

Why are brand objectives important?

Defining a brand's key objectives helps you guide the marketing team and set expectations they can use when designing campaigns and strategies. Here's how objectives matter for brands:

Growth opportunity

When you try to determine objectives for a business's brand, it's necessary to spend some time analysing its current practices. Critically examining the brand's internal structures and how the public perceives them gives you a chance to identify any challenges or issues. With the right approach, you can overcome them and help the brand improve and grow.

Related: Sustainable growth rate: plus benefits and challenges

Competitive analysis

After redefining their objectives, some brands become more competitive. By leveraging their competitive advantages, it's easier for them to position themselves as experts or even industry pioneers. This is usually possible because strong and measurable goals help them increase their market share.

Related: What is a competitive positioning marketing strategy?

Internal communication

Setting clear goals for a brand helps with improving communication within the organisation. This is possible because when objectives are measurable, teams can easily monitor the performance and progress of their campaigns. It's also easier to report and share updates with professionals from other teams.

Related: A complete guide to creating a communications strategy

Customer engagement

Clarifying a brand's goals can improve customer engagement. It also makes the brand appear more reliable, improving consumer trust and loyalty. When marketers know the specific objectives they want to accomplish, they can more clearly define the brand's communication strategy.

Related: Brand affinity: definition, importance and benefits

How to define objectives for a brand

When you want to define objectives for a brand, it's necessary to find the right balance between ambitious and achievable goals. The following are some steps you can take to identify objectives:

1. Perform a brand analysis

The first step to setting effective objectives for a brand involves carefully analysing the company's current branding efforts and strategies. As a part of the analysis, you can look at elements like company summary, values or feedback from customers. If the organisation has used objectives in the past, analysing the results can give you more insight into its presence within the market.

2. Define your target audience

Before you start adjusting existing objectives or setting new ones, spend some time learning about the audience you want to reach. When defining your target audience, your goal is to identify a specific group of consumers who are most likely to purchase something from the brand you represent. For example, a toy manufacturing company would want to target both children and parents.

Many marketers begin the targeting process by analysing their existing customers' demographics, including age, location, income or interests. It's also good to look at purchasing behaviour, which defines the process through which customers go before they buy. The four main types of buying behaviour include:

  • Extended decision-making: Consumers often show this behaviour when purchasing more expensive products, like designer handbags or laptops. Before making the final decision, they usually spend time thinking about the purchase and evaluating the product they're interested in.

  • Limited decision-making: Limited decision-making occurs when customers encounter a limit in the variety or availability of a product. These limits make them more likely to spend money on a specific brand's product when it's available, even if it's not fully what they wished for, for example, when it comes in a colour they wouldn't normally choose.

  • Habitual buying behaviour: Habitual buying refers to day-to-day purchases people make regularly without thinking too much about them such as socks or toilet rolls.

  • Variety-seeking buying behaviour: Variety-seeking purchasing is when you want to try a similar product from a different brand, either out of curiosity or because you're not fully satisfied with the brand behind the product you own. This feeling is likely to encourage you to look for products that serve the same purpose but from other brands.

Related: What is a buying signal? (With definition and examples)

3. Set measurable goals

After learning about the company and its target audience, you can concentrate on identifying specific branding goals. Set goals that are specific, action-based and measurable. Only then can the marketing department monitor their campaigns' progress and make sure the objectives are effective. Some types of objectives you can set for a brand include:

  • Brand identity and image: These objectives focus on the way in which consumers view and perceive the company. For example, you may want them to perceive it as family-oriented, sustainable, joyful or luxurious.

  • Brand recognition: Goals of this type help you concentrate on making the brand memorable so that customers easily recognise the company. For example, you may want people of a certain age to think about your company, as a shoe lace manufacturer, whenever they see a purple shoe.

  • Brand awareness: These objectives help you reach a point where consumers can not only recognise the brand but also recall specific information about it, such as the founder's full name.

  • Engagement: Engagement is a measurable objective that reflects the way in which consumers interact with a brand. In setting this goal, you can monitor the number of likes, comments or messages the company receives.

  • Brand loyalty: Brand loyalty occurs when customers knowingly purchase from the same company several times because they trust its products. To build loyalty, it's necessary that companies show how much they care about their consumers' well-being and satisfaction.

Related: How to develop SMART goals (with examples)

4. Create a timeline

To give your plans more structure, you can create a timeline for your team to follow. To make it even more effective, you could include several milestones in it. Milestones are highly effective for longer-term projects because they help you motivate and reward yourself and members of the team for the effort you put into implementing the strategy.

Related: 13 milestones in project management (with definitions)

5. Adjust objectives to the reality

It's good to balance your team's ambition and the employer's realistic expectations. This element of realism allows you to create a strategic plan consisting of several smaller goals to accomplish. Although this scenario requires more work and effort, it gives you control over other aspects of the branding strategy. For example, if your main objective is to build a brand that global audiences recognise, it's good to begin with promoting its products to a few countries first and see if consumers from those territories like your approach.

Related: How to measure success at work: a step-by-step guide

6. Measure and evaluate results

Once you set new objectives for a brand and get the marketing team's approval, you can start monitoring the company's progress towards those goals. Evaluating progress every few weeks or even days allows you to understand if it's necessary to adjust some objectives to reflect new circumstances. You can continually work with the team to revise them based on changing data, marketing strategies and the target audience's preferences.

Explore more articles