3. Achievable - Are the objectives you set achievable and attainable AND do they honor your brand values?

This objective is attainable for Jane BUT requires her to a) increase in fee structure, b) additional client bookings each month or c) re-define target market.

Jane's brand and brand offerings are currently targeted towards a market with low earning power making it difficult to increase her fees. She could continue to book additional clients but won't meet her objective of making more money by working less this way.

In order to increase her profitability by 10% compared to last year, Jane will need to position her brand to a new audience. Because one of Jane's brand values is inclusion, this poses a challenge.

4. Realistic - C

Although Jane was nodding in agreement during my entire rant, I sensed she still needed more convincing to fully understand what to do after your brand is developed.

Let me share some background...

After going through my brand design process, we determined Jane's market position as a 'Life Coach' was much too vague and didn't speak to her true passion of helping people let go of their past in order to embrace their future.

In a few short weeks of assessments, soul searching and refocusing, we repositioned her practice to emphasize her process, which serves as a conduit between the anchor of your past, and the door to your future.

Although Jane had begun to fill her calendar with appointments, and recently created her first wait list, she wasn't enjoying the process of growing her practice. The time and freedom she expected as a small business owner didn't exist.

Instead, she was in her office five days a week, working with clients six to eight hours each day (with all her admin work being completed after hours) and by weeks end, is completely exhausted.

Caffeinated Coaching

Our private coaching day started with a cup of java delivered to us at my offsite training facility, where I began my rant about designing a relational business model to meet the need for a sense of community that exists in today's economy.

You see although Jane had no problem paying the bills, with some money tucked aside for a rainy day, she was operating her business with an outdated model. The trading time for money blueprint, which is not an uncommon model in the coaching and consulting business.

When I said, "Jane, imagine capturing your brand essence in your business even when you're not around," she looked at me blankly. I continued, "as you look at the design and structure of your business, consider all the ways you could communicate the heart of your brand before anyone ever talks with you personally?"

Jane liked the concept but was still puzzled. She has a solo practice, no support whatsoever meaning if she doesn't pick up the phone it doesn't get answered. If she doesn't respond to email, they go unattended...you get the picture.

During the brand design process, we identified her brand objectives, compelling offer, market position and touched on her brand marketing strategy. More was needed to design a business that couples strategy with Jane's spirit at every touchpoint.

It was sheer irony that we dug into Jane's past to uncover the future model for her business but as they say, sometimes you have to go back a few paces in order to move forward.

Connecting the Dots...the SMART Way

We began our coaching session establishing the foundation for our day together with Jane expressing her business objectives followed by a review of her brand objectives. Here's a snapshot of the SMART formula I shared with Jane and how it worked for her:

1. Specific - Clearly specifying what you want to achieve in your business is essential but the key is tying specific goals for each objective.

Increase profitability by 10% compared to previous year.

2. Measurable - You must be able to measure whether you are meeting those objectives or risk spinning your wheels!

Develop report to track forecasted monthly sales versus actual sales and review quarterly. Adjust where necessary.

3. Achievable - Are the objectives you set achievable and attainable AND do they honor your brand values?

This objective is attainable for Jane BUT requires her to a) increase in fee structure, b) additional client bookings each month or c) re-define target market.

Jane's brand and brand offerings are currently targeted towards a market with low earning power making it difficult to increase her fees. She could continue to book additional clients but won't meet her objective of making more money by working less this way.

In order to increase her profitability by 10% compared to last year, Jane will need to position her brand to a new audience. Because one of Jane's brand values is inclusion, this poses a challenge.

4. Realistic - Ca

Instead, she was in her office five days a week, working with clients six to eight hours each day (with all her admin work being completed after hours) and by weeks end, is completely exhausted.

Caffeinated Coaching

Our private coaching day started with a cup of java delivered to us at my offsite training facility, where I began my rant about designing a relational business model to meet the need for a sense of community that exists in today's economy.

You see although Jane had no problem paying the bills, with some money tucked aside for a rainy day, she was operating her business with an outdated model. The trading time for money blueprint, which is not an uncommon model in the coaching and consulting business.

When I said, "Jane, imagine capturing your brand essence in your business even when you're not around," she looked at me blankly. I continued, "as you look at the design and structure of your business, consider all the ways you could communicate the heart of your brand before anyone ever talks with you personally?"

Jane liked the concept but was still puzzled. She has a solo practice, no support whatsoever meaning if she doesn't pick up the phone it doesn't get answered. If she doesn't respond to email, they go unattended...you get the picture.

During the brand design process, we identified her brand objectives, compelling offer, market position and touched on her brand marketing strategy. More was needed to design a business that couples strategy with Jane's spirit at every touchpoint.

It was sheer irony that we dug into Jane's past to uncover the future model for her business but as they say, sometimes you have to go back a few paces in order to move forward.

Connecting the Dots...the SMART Way

We began our coaching session establishing the foundation for our day together with Jane expressing her business objectives followed by a review of her brand objectives. Here's a snapshot of the SMART formula I shared with Jane and how it worked for her:

1. Specific - Clearly specifying what you want to achieve in your business is essential but the key is tying specific goals for each objective.

Increase profitability by 10% compared to previous year.

2. Measurable - You must be able to measure whether you are meeting those objectives or risk spinning your wheels!

Develop report to track forecasted monthly sales versus actual sales and review quarterly. Adjust where necessary.

3. Achievable - Are the objectives you set achievable and attainable AND do they honor your brand values?

This objective is attainable for Jane BUT requires her to a) increase in fee structure, b) additional client bookings each month or c) re-define target market.

Jane's brand and brand offerings are currently targeted towards a market with low earning power making it difficult to increase her fees. She could continue to book additional clients but won't meet her objective of making more money by working less this way.

In order to increase her profitability by 10% compared to last year, Jane will need to position her brand to a new audience. Because one of Jane's brand values is inclusion, this poses a challenge.

4. Realistic - C

When I said, "Jane, imagine capturing your brand essence in your business even when you're not around," she looked at me blankly. I continued, "as you look at the design and structure of your business, consider all the ways you could communicate the heart of your brand before anyone ever talks with you personally?"

Jane liked the concept but was still puzzled. She has a solo practice, no support whatsoever meaning if she doesn't pick up the phone it doesn't get answered. If she doesn't respond to email, they go unattended...you get the picture.

During the brand design process, we identified her brand objectives, compelling offer, market position and touched on her brand marketing strategy. More was needed to design a business that couples strategy with Jane's spirit at every touchpoint.

It was sheer irony that we dug into Jane's past to uncover the future model for her business but as they say, sometimes you have to go back a few paces in order to move forward.

Connecting the Dots...the SMART Way

We began our coaching session establishing the foundation for our day together with Jane expressing her business objectives followed by a review of her brand objectives. Here's a snapshot of the SMART formula I shared with Jane and how it worked for her:

1. Specific - Clearly specifying what you want to achieve in your business is essential but the key is tying specific goals for each objective.

Increase profitability by 10% compared to previous year.

2. Measurable - You must be able to measure whether you are meeting those objectives or risk spinning your wheels!

Develop report to track forecasted monthly sales versus actual sales and review quarterly. Adjust where necessary.

3. Achievable - Are the objectives you set achievable and attainable AND do they honor your brand values?

This objective is attainable for Jane BUT requires her to a) increase in fee structure, b) additional client bookings each month or c) re-define target market.

Jane's brand and brand offerings are currently targeted towards a market with low earning power making it difficult to increase her fees. She could continue to book additional clients but won't meet her objective of making more money by working less this way.

In order to increase her profitability by 10% compared to last year, Jane will need to position her brand to a new audience. Because one of Jane's brand values is inclusion, this poses a challenge.

4. Realistic - C

Connecting the Dots...the SMART Way

We began our coaching session establishing the foundation for our day together with Jane expressing her business objectives followed by a review of her brand objectives. Here's a snapshot of the SMART formula I shared with Jane and how it worked for her:

1. Specific - Clearly specifying what you want to achieve in your business is essential but the key is tying specific goals for each objective.

Increase profitability by 10% compared to previous year.

2. Measurable - You must be able to measure whether you are meeting those objectives or risk spinning your wheels!

Develop report to track forecasted monthly sales versus actual sales and review quarterly. Adjust where necessary.

3. Achievable - Are the objectives you set achievable and attainable AND do they honor your brand values?

This objective is attainable for Jane BUT requires her to a) increase in fee structure, b) additional client bookings each month or c) re-define target market.

Jane's brand and brand offerings are currently targeted towards a market with low earning power making it difficult to increase her fees. She could continue to book additional clients but won't meet her objective of making more money by working less this way.

In order to increase her profitability by 10% compared to last year, Jane will need to position her brand to a new audience. Because one of Jane's brand values is inclusion, this poses a challenge.

4. Realistic - C

3. Achievable - Are the objectives you set achievable and attainable AND do they honor your brand values?

This objective is attainable for Jane BUT requires her to a) increase in fee structure, b) additional client bookings each month or c) re-define target market.

Jane's brand and brand offerings are currently targeted towards a market with low earning power making it difficult to increase her fees. She could continue to book additional clients but won't meet her objective of making more money by working less this way.

In order to increase her profitability by 10% compared to last year, Jane will need to position her brand to a new audience. Because one of Jane's brand values is inclusion, this poses a challenge.

4. Realistic - Can you realistically achieve the objectives with the resources you have today? Do they make 'brand sense' in the short term and long term?

Jane does not want to shun her current client base but sees the value in marketing to a more lucrative market. Her new model is multi-tiered offering programs and services in multiple mediums, for myriad of income levels. This enables her to leverage her time, honor her brand and her business objectives.

5. Time - When do you want to achieve the set objectives?

We set a new model implementation target date of December 31, 2007 with a roll out of Jane's model in phases.

Now the fun begins!

Stay tuned for next weeks article where I share how we made minor adjustments to Jane's compelling offer and market position to support her new direction. You'll be amazed at how just a few simple changes make a world of difference! In the meantime, how are you applying the SMART formula in your business?

©2007, Liz Pabon. All rights reserved