Brands Are Built On Big Goals

Apr 3, 2014 | Branding Strategies

Sticky brands are built on big goals, and bold actions.

Jim Collins and Jerry Porras called these BHAGs in Built To Last, big hairy audacious goals. They write, “A true BHAG is clear and compelling, serves as a unifying focal point of effort, and acts as a clear catalyst for team spirit. It has a clear finish line, so the organization can know when it has achieved the goal; people like to shoot for finish lines.”

Behind all great brands are big goals.

Big goals stretch capabilities

Sticky brands are not built by chasing the status quo. The way you are today is average. Your products, operations, and sales and marketing are all the status quo.

Big goals propel your company to do more. To innovate. To try new things, and sometimes fail. To learn and push, because your team is compelled to reach its goal.

Big goals make your company stronger. You will develop new skills and strengthen capabilities as you chase your big goal. And those capabilities will stick with you well after the goal has been achieved.

Big goals create energy

Big goals give your team a reason to not only come to work, but to over commit and over deliver.

Porras and Collins say big goals “engage people — it reaches out and grabs them in the gut. It is tangible, energizing, highly focused. People ‘get it’ right away; it takes little or no explanation.”

Your big goals fuel the passion and energy it takes to grow a sticky brand. The big goal acts as a rallying cry and directs everyone on where to focus their effort and energy.

Chase your big goals

Big goals not only change your company, they change your market. And that shift in the status quo is where sticky brands are built.

You’re going to hear more on this topic from Sticky Branding in the coming weeks. We’ve launched a new program called Whale Hunter™. It is a branding and business development program to achieve your big goals faster.

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Jeremy Miller

Top 30 Brand Guru

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