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Dennis Thorgesen
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Building a brand; goal planning

Published on 9/10/2013
For additional information  Click Here

Building a brand; goal planning

Goal planning is part of brand building. Have you met any marketer who succeeded with the first attempt? Chances are you have not. No one understands what it takes the first time around. They have to be constantly learning. The ones who understand the proper way to set their goals stand a greater chance of success.


Everything you as a smart marketer do relates in some way to your major objective. When you write/wrote your business plan, did you take time to make your overall objective clear? How many ways did you define as ways to achieve your goals?

Financial freedom

This is the overall goal of most of the internet marketers you will meet. Some only want to supplement their income, as time progresses for some this will also become their goals. Success is elusive for those who fail to plan. Those who don't have a workable plan will end up supplementing an income they will have to earn elsewhere.

Goal checking

One of the problems often found when talking to internet business owners is their goals are based on incorrect information. When internet marketing was in its infancy, people made a lot of money fast. People mistakenly believe this is still possible for as many as it was then. No one here is saying it can't be done. It takes well-defined goals, which are checked and modified as innovative new ways are found to reach them.


We have watched a small company who creates vehicles for wheelchair bound people. They are not short sighted, they knew before they started if they were going to succeed, they were going to have to design and build another. We watched the owner fight for a design, which would be usable for her. This works in her case because there is a real need for this vehicle.

If your goals do not include standing apart

Have you ever seen a successful business that doesn't stand out? Setting yourself apart must be part of your plan. When you create an identity that is entirely your own, this is standing out. Identity is not properly created in a day.
Design your plan; plan your design

There is no part of a plan in which design doesn't play a part. The term building a brand in reality is design. Clearly defined goals are part of a good business design. The end result of any design is “did a visitor do what you wanted them to do?” The best designs make visitors feel they have a choice.


Businesses on the internet are defined by keywords. People search three ways. The ones who are searching for information use the keywords they believe will guide them to the information they want. Others know they are searching for a brand and type in the brand name. A rarer few search by name. Knowing how people search gives you a way to design a way for them to find you.


The objective of every business is to be in front of a potential clients mind. You must keep this in mind as part of your overall design. When you are building a brand this should be part of your goal planning.  

© September 10, 2013 7:30 PM ET Dennis Thorgesen Lisech Global Ventures Inc. consulting services All rights reserved.
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