So, you want to build a brand? That's great! Who doesn't want to be more successful and have more customers? Branding is one of the most important things any business can do. It gives your company an identity that people can recognize and remember. But before we learn more about how to build a brand, let's talk about branding goals.

If you're starting out, it's easy to think of branding as a nice-to-have or even an expense. But the truth is that branding should be seen as an investment rather than an expense—and one with clearly defined goals.

The most important thing to understand is your goals. If you don't know what you want, how can you accomplish it? You don't just walk into a grocery store and buy food without knowing what kind of meal you want. But when it comes to branding, many people begin by thinking only about their audience: "I need something that will appeal to this demographic." That may be fine for an advertising campaign or product launch (if those are your goals), but if that's all you're considering, then there's no way for your brand strategy to have longevity and real impact.

The more defined these goals become (and the more aligned they are with customer preferences), the easier it will be for you to build a compelling identity for yourself and communicate that identity clearly across all channels—from marketing materials to social media platforms like LinkedIn, Facebook or Instagram or Twitter."

If your goal is vague and abstract, then chances are that you won't reach it. This is because the most important thing about setting goals is specificity—specificity in terms of what exactly you want, how much effort it'll take to get there, and when your goal will be accomplished by (if at all). Without these details, it's hard for anyone else (including yourself) to understand what success looks like or how far we are from attaining it.

For example: if I said my goal was "to run faster than my friend," would anyone know whether I had achieved that goal? Does running faster than your friend mean being able to beat him in an out-and-back sprint down the street while holding hands with him while he sings Taylor Swift songs at full volume on repeat through his headphones while wearing flip-flops and sweatpants?"

So if you want to create a strong brand, make sure it is based on your business goals. If your goals don't align with what your customers want, you will have to go back and re-evaluate them.

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