How do you evolve your brand purpose and values over time?

1 Assess your current situation

The first step is to evaluate your current brand values and purpose and how they align with your vision, mission, and goals. You can use tools such as SWOT analysis, stakeholder mapping, and brand audit to identify your strengths, weaknesses, opportunities, and threats, as well as your key audiences, messages, and channels. You should also gather feedback from your internal and external stakeholders, such as employees, customers, partners, and media, to understand their perceptions and expectations of your brand.

2 Define your desired outcomes

The next step is to define your desired outcomes and how you will measure them. You should have a clear and specific vision of what you want to achieve with your strategic communications and how you will know if you are successful. You should also set SMART objectives, which are specific, measurable, achievable, relevant, and time-bound, for each of your communication activities and campaigns. These objectives should be aligned with your brand values and purpose and support your overall goals.

3 Develop your strategies and tactics

When developing your strategies and tactics for strategic communications, you should consider your target audiences, key messages, communication channels and platforms, and resources and budget. Who are your target audiences and what are their needs, preferences, and motivations? What are the main points you want to convey to your audiences and how do they relate to your brand values and purpose? What are the best ways to deliver your messages to your audiences and how can you leverage the strengths and features of each channel and platform? What are the human, financial, and technical resources that you have available and how can you allocate them optimally? Answering these questions will help you create a coherent and consistent experience and monitor and evaluate your spending and return on investment.

4 Execute and evaluate your communication activities

The fourth step is to execute and evaluate your communication activities. You should have a detailed and realistic plan and schedule for your communication activities and campaigns, as well as a clear division of roles and responsibilities among your team members and partners. You should also have a system and process for tracking and measuring your performance and impact, using both quantitative and qualitative indicators and methods. You should collect and analyze data and feedback from your audiences and stakeholders, as well as from your own channels and platforms, to assess your progress and outcomes.