Creating a Brand for a New Business Guide to Creating a Brand for a New Business | Page 6

What are your business’
aspirations?

3
Goals

Vision

When starting your new business it is important
set out your goals and objectives for the future.
This effectively sets out the destination for where
you want your business to be at some point in the
future.
This is an important building block for both your
brand and for your new business because unless
you know what you what to achieve in your business you will never understand to how you are
going to get to where you want to be.

Objectives
hints & tips
Once you have set and committed to these targets you
should put plans in place to
take action to achieve them.

Think carefully about the long, medium and shortterm aspirations that you have for your business
and categorise them as follows:
Vision – long-term, usually over 5 years in the
future.
Goals – medium term, usually 3-5 years in the
future
Objectives – short-term, usually 1-3 years in the
future.
Please note that these three categories do not
stand alone – they should to be linked so that
attaining your objectives leads to achieving your
goals which, in turn, helps to attain your vision.