You don’t develop a peace plan unless there is war, yes? Well for the most part, businesses don’t create brand plans unless there is marketing chaos. Or at the very least, marketing disorganization.
First let’s state that brand plans are not marketing plans. They don’t include tactics. Brand plans are all about values. Values that when strengthened create sales and build loyalty. So, brand plan = strategy. And marketing plan = tactics.
Brand plans don’t have to be developed however only when things are going poorly. As triage. They are best created when things are going well. Organizing and prioritizing consumer care-abouts and brand good-ats when business is poppin’ is easier than doing the same when things are sliding downhill. In the latter situation there’s a taint. A pall.
CMOs and CEOs who see lack of organization of key values during good times are the ones I love to do business with. They have vision. Those who only see it from the lens of chaos or downtrends are a bit twitchy. Brand planning should be a proactive pursuit.
Margaret Mead when running The Museum of Natural History asked all her employees to visit with a psychiatrist. Healthy or not. Her logic? Only good can come from being in closer touch with your feelings.