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With branding goals in place, you’re ready to build a plan for achieving those goals. Start by outlining your plan. Create a document that includes the following sections:

 Goal: What you hope to accomplish by the end of the year, such as 25 new clients or $100,000 in sales revenue. Make sure that your goal is SMART, as explained in “Identifying Your Branding Goals/Objectives” earlier in this chapter.

 Objectives: Mini goals that you must achieve to meet your overall goal, such as increasing brand recognition and awareness among millennials.

 Strategy: A strategy is nothing more than a big plan. Suppose that your goal is to increase your brand’s market share by 10 percent over last year. You could use different strategies to achieve that goal, such as positioning your brand as being the highest-quality or marketing your brand as the most socially conscious.

 Tactics: Tactics are specific activities for executing the strategy, such as launching a website, creating five branded social media properties, or buying $5,000 in online advertising.

 Timeline: Break down your one-year plan into more manageable milestones. What do you need to accomplish in three months, six months, nine months, and 12 months to reach your goal? Or what do you need to accomplish each month to reach your goal?

 Budget: How much money do you plan to invest in your brand over the coming year? If you’re just getting started, this amount will be a fixed dollar amount; later, it could be a percentage of sales revenue.