As 2022 draws to a close, it is a critical period to set your business up for success for the new year ahead. Brand planning for 2023 will allow you to gain a clear picture of your overall goals and objectives, whilst effectively allocating resources to respective deliverables to ensure you achieve them.
With that in mind, let’s checkout our ultimate guide to brand planning for 2023:
Reflect and analyze overall performance in 2022
Take a step back and view the overall business goals and objectives set for 2022 and compare them with results throughout the year. It is important to have key-members from each department present to accurately determine results, that will allow you to answer the following 3 fundamental questions:
What worked well last year?
What didn’t go as planned last year?
What could we execute differently next year?
Let your strategy guide the way forward
Your marketing strategy for 2023 should serve as a blueprint for the types of marketing strategies that need to be employed to support future goals and objectives. It should outline the process of how you are going to get there, as well as the unique strategies that will be used throughout. Align the plan with relative departments to execute the plan, such as the required resources (who) and capability alignment (enablers) that will be required. The final components of your strategy should include your budget allocation and your businesses’ measurement approach.
Identify your audience and adjust your approach accordingly
It’s important to revolve your plan around existing and prospective clients by taking the following into consideration:
Firstly, employ reactive marketing in the event that customer or market needs change to ensure you are not caught off guard. This will allow you to adjust your strategy accordingly and effectively, without scrambling to deal with it unexpectedly. Secondly, conduct research in order to understand what the key trends and focus will be for the year ahead relating to your key audiences – including current & potential customers. This will allow for a structured marketing plan that is also prepared for changes within the market during 2023.
After taking all of the above-mentioned information into consideration, a brief overview of what your business plan should look like will be listed below:
Business plan 2023 overview:
Brand Plan Summary: Consists of a comprehensive overview of key objectives, metrics, and tactics for the year, and the key learnings from last year.
Business Goals/Strategy: The objectives of the business for 2023.
Customer Needs: How the business will meet customer & potential customers’ needs.
Challenge: How marketing will support business goals.
Market: Overall positioning within direct & indirect markets & a SWOT analysis.
Actions: Aspirational yet achievable moves/business activities for the year.
Tactics: Should be broken down per segment to easily track progress and adjust accordingly, for example:
Audience segmentation
Customer marketing insights
Media planning
Messaging and overall content strategies
Product marketing
Sales enablement
Pricing and value
Measurement: How will you measure success throughout the year
Our people: Roles, responsibilities, skills, learning
Interactions: How the team will interact and work within other business functions
Enablers: What capabilities/vendors/partners do we need to support its success
Consolidated Plan: A highly detailed Q1 or 90-day plan.
Budget Allocation – to achieve the above mentioned for 2023.
Lion Marketing are the best in the industry in applying relevant, adaptable brand plans to take your business to new heights!
Contact us today and see for yourself via (011) 453 4297 or find out more about our industry-leading campaigns – https://www.lionmarketing.co.za/
