Tag: strategy

Words are powerful.

Just ask any leader or media personality who has stumbled over their words, or used the wrong word in a situation. (Who could forget Tony Abbott’s ‘suppository of all wisdom’ gaffe!).

When it comes to brands, telling a compelling story is critical.

But while it may be easy to sell yourself through words (you can always rely on the services of expert marketers for that!)  it can be harder to walk that talk.

Here are five non-verbal ways to tell your brand’s story.

Captivating Visuals
Getting your visual branding and assets right can have a major impact on your brand. It’s why 91% of consumers prefer visual content to text – and why so many brands embark on major rebrands. Your visual content extends to your social media, where some brands triumph. Whole Foods, for example, reflects its brand values through eye-catching imagery on Instagram that reflect the brand’s wholesome food offering.

Design & Layout
Whether it’s a retail or office environment, the design and layout of your brand’s physical space is a fantastic visual portrayal of your values. Silicon Valley brands like Google and Facebook showcase their innovation and commitment to staff satisfaction through their thoughtful office environments, while Etsy’s quirky Brooklyn headquarters reflect the brand’s focus on high-quality crafting.

Evoke the Senses
When designing your brand’s space, consider how stimulating the senses can add to the mood or story of your brand. I recently wrote about how The Body Shop created an innovative retail space, which fed into the company’s broader story. Likewise, Abercrombie & Fitch plays on the senses to attract their target market, spraying fragrance and playing loud music to draw in their target clientele.

Poignant Packaging
A brand’s packaging is an important extension of their visual identity. Tiffany & Co. is one of the best examples of this. Those teal bags and boxes and white ribbon have long been synonymous with the brand, and speak to their values of timeless beauty and luxury. Brands can also reflect other values, such as their commitment to the environment, through their packaging. Organic haircare brand Kevin Murphy, for example, recently made a commitment to move to bottles made from 100 per cent recycled ocean plastics, which speaks to the brand’s commitment to the environment.

Customer Service
Finally, customer service is a clear representation of your brand’s values. As Alexandra Sheehan writes for Shopify, “Sales associates on the floor are the personification of your brand… It’s imperative that they’re considered an essential component of the brand identity.” Costco is one brand that reflects its values through their customer service. The retailer is known for being particularly accommodating when it comes to returns. The company has successfully created an affordable shopping experience without compromising on customer experience.

So there you have it! From your packaging, to visual and sensory experiences, there’s much more to your brand story than words.

Time to walk the talk? At Kiikstart we’re specialists when it comes to business strategy and idea execution. Get in touch today for support with any aspects of your company’s planning or storytelling. Email enquiries@kiikstart.com.

How often does your organisation refer to its strategic plan? Is the document front and centre? Or is it sitting in a filing cabinet gathering dust?

If yours falls into the latter category, it’s time to take your strategic plan and bin it!

Writing strategic plans is like a disease of modern management. But while the art of writing a plan might make us feel better, we need to question its purpose.

Binning your plan may sound extreme, but time and again organisations invest in expensive consultants to complete this work, only to find that the execution phase (points 4-7 below) has been overlooked.

How do I know this? Because I’ve witnessed it firsthand across numerous organisations we’ve worked with, and through interactions with the 1700 people Kiikstart has mentored to successfully change and execute ideas.

Every organisation needs a compelling and actionable strategic plan that can be relied upon day-to-day. A good strategic plan should anchor your organisation and not only support your objectives, but lay out the path, actions and timeframes to achieve it.

Below, I’ve covered the seven must-include elements for your strategic plan.

  1. Clearly defined (and prioritised!) objectives

Be as specific as you can regarding your organisation’s objective/s. Consider the end game for your business if they execute on these. Then prioritise your agreed objectives in the best order to achieve this result. Question throughout the process what matters to your stakeholders – both internal and external – and why. 

  1. A Set Strategy

Your strategy, or strategies, covers the ‘what’. From past experience, many strategic plans stop with only a list of what needs to be done, but without laying out the further steps. Read on!

  1. Supporting tactics

Your supporting tactics cover the ‘how’. As Nell Edgington from Social Velocity asserts, “A good strategic plan includes a tactical plan so that the broad goals are broken down into individual steps to get there.” Ensure you’re really clear about the specific actions you must undertake to achieve your end objective.

  1. Task assignment

Ensure that you assign the right people to each tactic. Consider your team’s skills, experience and expertise to find the person who will add the most value when executing that part of the project. Also ensure you involve your key players in this process. Writing for Forbes, Aileron says one of the most common strategic planning mistakes is not involving “those charged with executing the plan” from the start.

  1. Identify supporters

Be sure to also identify your broader network of supporters. Look beyond your organisation and consider your broader networks, and prospective partner opportunities. A well-conceived strategic plan can be a compelling resource for prospective funders.

  1. Set timeframes

Strategic plans have a limited shelf life, so ensure you set achievable timeframes for each strategy and tactic. You should allow enough time to keep your team focused and on their toes, but not so little time that the quality of your work is compromised.

  1. Track your progress

As part of your plan, be sure to also identify how you’ll assess and track your success against each objective. Consider accountability mechanisms and the programs and people who will do this work and keep your team on track.

My final piece of advice is to avoid overcomplicating your plan. This is your roadmap for success, but it doesn’t need to be a particularly lengthy document.

Keep it concise and stick to these tips, and you’ll be well on your way to strategic supremacy. Happy planning!