Brand planning is vital – but brand plans are usually obsolete almost immediately. The world and market places are constantly subject to change.
Classic brand planning lies in researching and amassing data about the market environments, your products and services, your competitors’ activities and much more. By analysing this data you can arrive at a number of optional directions for evaluation and then agree on courses of action.
The reality is that we are dealing with a snapshot in time. The research data is increasingly obsolescent as we are using it. The world is changing, and competitors are not standing still – they are making and implementing plans of their own.
Brands are social constructs – as such they present multiple possibilities but are historically and socially contextual. This is why plans that seemed brilliant upon completion lie gathering dust on office shelves. Events overtake them and brand stewards have to react to real-world dynamics.
Are brand plans useless?
So does this mean that planning is useless? Absolutely not. It is working through the planning process that should prepare those working on the brand for the moving brand landscape. The changes of direction will be informed by the research and learning of the planning process. The act of working through the research, evaluating options and identifying potential goals allows us to be flexible and prepared to respond, not only to potential threats, but to opportunities.
One of the key benefits of planning is the identification of brand objectives. Again, however, a word of caution – even objectives may not be fixed. Imagine a military strategy the objective of which is to capture a hill where the enemy has his artillery placed: just before the attack, the general learns the artillery has been moved to another hill. The overall objective to take the artillery is still valid, but the hill is no longer the ‘objective’.
Anyone who has been on a business-planning course has probably been exposed to SMART objective setting – Specific, Measurable, Achievable, Realistic and Time Based. A great discipline, but I would suggest it encourages too rigid an approach. Fuzzy objectives may be more useful in the world of brands and we should not be afraid of them.
Plan the approach.
- Assemble as much intelligence as you can at the start
- Work through it diligently
- Identify as many optional approaches as possible and the ‘pros’ and ‘cons’ for each
- Set objectives, but keep them big picture and ‘fuzzy’ if necessary
- Use flexible media to note your plans – post-it notes etc – be prepared for change
- Monitor your brand arena constantly – look for change and opportunities.