Setting an overarching goal is one of the most important things you can do as a business owner. If you’re not setting a goal, how will you know where you are supposed to go? You need to be able to see where your business is going so that you can make changes if things aren’t working out as planned.

Without a goal, it’s hard to see how each project contributes to the bigger picture of your business. When you’re working in a team, it’s easy to get caught up in the details of what you’re doing—but when everyone has a shared understanding of where they’re going, it’s easier to stay focused on what’s most important. By setting a brand goal it creates a mutual direction for all your projects. It helps align projects with one another so that they all work together to build toward something bigger than themselves. Creating synergies and maximizing efforts.

There’s a big difference between your long-term business goal and your short-term objectives.Your long-term business goals are the overarching aspirations that will help guide you during the course of your company’s growth. These are the things that you’re aiming for when you build your business, and they’re often pretty broad in scope. Your short-term objectives, on the other hand, are smaller benchmarks that help keep you focused on achieving those goals.

If you don’t have your long-term goal set, then you lack direction. Who knows where you will end up? So define your brand goal right now!

Have you written down your goal? Download our Purpose Worksheet and make it clear along with all the other purpose elements.