Essential Business Strategy for a Culture of Communications

Is your strategic plan measurable?

Does it align with your communication plan?

“Be strategic” should be the first words considered with any planning.

The mission-driven organization creates a purpose-driven culture when it aligns its design and communications strategy with the goals of its strategic plan.

Strategy is not an option, it is a requirement of your mission. In fact — if you’ve taken a step back and asked yourself “What is our purpose?” — strategy is not only a requirement, strategy is essential.

Without a plan, mission has no focus; without focus, there is no clarity; and, without clarity, it is difficult to communicate to the outcomes that you’re working to achieve.

A strategic plan is the outline of goals, strategies, and tactics that guide a communications plan; that align messages with touch points; and that connect the mission with your audience.

A simple strategic plan looks like this:

Objective or Goal

• Strategy
• Tactic
• Strategy
• Tactic

How difficult is it to put a simple strategy plan into place for everything you do?

There’s a clear relationship between a strategic plan (or lack of one) and the goals and impact that your business wants to achieve. Without strategic communications, there is lack of clarity between your goals and your activities.

As a business, your primary goal should be revenue generation. There must be a clear strategy between marketing activity, customer experience, design touch points, and business development.

When was the last time the marketing department asked the sales team what information and knowledge the customers are actually asking for?

Your goal could be customer engagement. There must be strategic intent between design, communications, and measurement. For the sales manager, all communications are customer communications.