Brand Objective Examples (With Definition and Steps)

By Indeed Editorial Team

Published June 10, 2022

Marketing and branding are two crucial elements that help organizations grow and communicate with their audience. Brand objectives define the goals, strategies, and direction for an organization's values, message, and overall image. Understanding what brand objectives are and following the steps that assist in defining them may help you set your organization's objectives and enable it to reach its long-term goals and growth. In this article, we explore what brand objectives are, discuss why they're important, explain how to define them, and provide objectives examples.

Related: How to Become a Brand Strategist (With Eight Steps)

What are brand objectives?

Brand objectives, or branding objectives, are measurable marketing goals that employees establish for a company's brand and overall image. They refer to the actions, advertising, symbols, design, name, and wording that a company uses to distinguish its products and services from other organizations. Many organizations have brand objectives for the entire corporation and also for specific lines of products and services within it. Brand objectives are important because they help employees create tangible strategies to improve the organization's brand awareness, customer engagement, organic reach, market power, and recognition.

Related: What Are Marketing Objectives? (How-to Guide and Examples)

Why are brand objectives important?

Employees who focus on a company's brand objectives experience benefits both internally and externally. Not only can strong brand objectives help an organization gain the respect, trust, and recognition of the public, but they also help the organization improve its internal collaboration and direction. A clearly outlined brand objective does the following:

Defines overall purpose

One of the most important benefits of brand objectives is having a defined purpose that helps employees within a company work towards a common goal. The objectives provide a direction that outlines the strategies, marketing campaigns, and resources that the company plans to use to achieve its marketing and branding goals. With a defined goal, the marketing department has more control over its plans and can create benchmarks to measure the results of its campaigns.

Increases awareness

Brand objectives provide a tangible plan for an organization to target its audience in a specific and effective way. For example, brand objectives can help the organization gain more followers on social media and attract more visitors to its website. When the marketing team works toward the brand objectives, the organization is likely to experience greater awareness of its products, services, and name.

Related: Branding Development: Marketing Tips for Growth and Profit

Provides clear expectations

With clearly defined brand objectives, employees understand their responsibilities and the organization's expectations. The objectives provide the direction to follow to create an appropriate marketing campaign, reach the target audience, and engage with customers to grow the company. Having clear expectations also helps team members and managers provide feedback that can help the organization improve and reach its goals.

Drives sales and customer loyalty

Brand objectives are important as they help shape an organization's branding strategy. As a result, customers are more likely to hear about and be aware of the company. They're also more likely to gain a thorough understanding of what the company does and the products or services it sells. The clearer the brand objectives, the more likely customers are to show trust and loyalty to the brand.

How to create brand objectives

Brand objectives that are clear and actionable are important to ensure the success of an organization's branding strategy. Here are some tips for creating effective brand objectives:

1. Create a company vision

The first step in creating effective brand objectives is devising a company vision. This vision defines what the organization wants to accomplish and its plans for the future. It may include a mission statement that outlines how it aims to achieve its goals and long-term plans. A strong company vision helps define its brand objectives and the strategic direction defines how to reach these objectives.

2. Define the target audience

A target audience represents an organization's potential customers. Knowing who the target audience is can help your team create brand objectives that are specific and measurable. The target audience may be a small niche audience or a large group of people with different demographics, behaviours, and characteristics. Once you've defined the target audience, you can conduct research to identify what they expect from the brand and how they perceive the organization's current branding. This information may help you determine the company's brand objectives and how to effectively reach its target audience.

3. Align the marketing strategy

Companies that align their brand objectives with their existing marketing strategy are more likely to obtain good results because their objectives break down large marketing goals into actionable steps. Potential marketing strategies include increasing brand awareness by a specific percentage, generating more revenue, and creating more leads from online visitors. This makes the brand objectives more achievable and aligns them more closely with the overall short- and long-term goals of the company.

Related: What Is Market Planning and What Types Are There?

4. Create benchmarks

Benchmarks help you measure the success and progress of your branding objectives. You can use benchmarks to determine how you want to quantify these brand goals. For example, you may decide that the organization wants to increase the number of customers by 15% by the end of the year or grow its social media channels by 20%. Benchmarks can also help you track industry standards, so you can compare results with competitors and other companies in the market.

5. Evaluate results

Once you've decided on the organization's brand objectives, you can monitor its progress toward these goals over a specific period. You can then evaluate the results of these objectives against your benchmarks. They can help you identify whether the objectives are effective and if they're helping the organization move forward in its marketing plan and vision.

Branding objectives examples

Your brand objectives can vary depending on your type of organization and industry. The organization's vision, strategic goals, and target audience may influence your choice of objectives. Here are a few common brand objectives examples:

Increase audience awareness

Increasing audience awareness means expanding the number of people that know about an organization's name, product, or service. Not only does it help extend its reach to potential customers, but it also helps the organization strengthen its branding. Branding objectives that increase audience awareness may include:

  • offering a trial period for the product or service

  • posting guest blogs

  • improving the quality of social media content and increasing post frequency to three times a week

  • engaging frequently with the target audience through social media

Target new customers

If your goal is to expand the organization's target customers, you can concentrate on objectives that help you focus on new demographics or that expand your target area within the existing demographic. To identify new audiences that may purchase your product or service, you can focus on the following strategies:

  • create user personas to determine what the new target demographic is and what they want

  • think about the location and how it affects the way you target new customers

  • determine the opportunities and challenges in targeting new customers

Increase revenue

Once you've improved the organization's branding, you may see an increase in revenue as it gains more loyal customers and brand awareness. If your objective is to increase the organization's revenue and overall profitability, these tips may be useful:

  • improve brand messaging for your products and services

  • create special deals and promotions to incentivize customers

  • improve the perceived value of products and services

  • increase sales of popular products

  • revise the strategy for products that require an increase in sales

Generate leads

Lead generation helps an organization capture the interest of its target audience, increase customer reviews, boost revenue, and generate more business opportunities. Here are some objectives that can help you improve the organization's lead generation:

  • increase the organization's e-mail list through the company website

  • improve the engagement of social media channels

  • increase the number of social media followers by 20%

  • focus on customer relationship management

Expand into a new market

If the organization already has a strong presence in its current market, expanding into a new segment or market can be a great way to increase its profit and growth. Here are some ways the organization can branch out into a new market or segment:

  • think about whether you want the company to expand into a new market with a new product or an existing one

  • determine the type of market you want to target

  • create an effective brand message that attracts customers in the new target market

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