Every entrepreneur wants to grow his or her brand, but how do you achieve truly sustainable, eye-catching growth? This is where the concept of the B.H.A.G., or Big Hairy Audacious Goal, comes in. The term, coined by management guru Jim Collins, stands for a bold and challenging goal that challenges an organization to transcend itself. A B.H.A.G. is not just any goal, but one that puts your brand in the spotlight and sets the course for the next 10 to 30 years.

You may be wondering: why do I need a B.H.A.G.? The answer is simple. In a world where brands are fighting for consumer attention, a B.H.A.G. gives you a unique opportunity to strengthen your brand strategy and stand out from the competition.

The magic of a B.H.A.G.

A B.H.A.G. has the power to propel your company to new heights because it provides a clear, inspiring vision. It creates a common purpose that motivates and unites your entire team. Jim Collins emphasizes that a well-formulated B.H.A.G. is not only ambitious, but also specific and measurable. Consider the impact big brands have had with their bold goals: from Google's mission to "organize all the world's information" to Tesla's commitment to "accelerate the transition to renewable energy.

By establishing a B.H.A.G., you give your brand clear direction and create a sense of urgency and passion. It forces you to think big and seek creative solutions, which ultimately leads to innovation and growth.

Image - "Improving people's lives through meaningful innovations." is Philips' B.H.A.G.

How to formulate a B.H.A.G.

Formulating a B.H.A.G. is no easy task, but with the right approach, you can set a goal that takes your brand to the next level. Start by identifying your core values and your ultimate vision.

• What do you want to achieve as a brand?
• What inspires your team?

A B.H.A.G. should resonate with the soul of your company and make a deep, emotional connection with both your employees and your customers.

A practical example is Nike, which stated as B.H.A.G. to be "the most authentic, connected and distinctive sports brands in the world. This vision helped Nike focus its brand strategy and differentiate itself in a crowded market.

Once you have come up with an inspiring goal, make sure it is specific and measurable. Avoid vague wording and choose a clear, bold statement that you can track and evaluate. This will help you stay focused and monitor your progress.

"A brand strategy without B.H.A.G. is like a ship without a compass; you may know where you want to go, but you have no idea how to get there."

The impact of a B.H.A.G. on your brand strategy

A B.H.A.G. can dramatically change your brand strategy by creating a clear path to the future. It helps you strengthen your brand identity and tell a strong, consistent story to your customers. A brand strategy without a B.H.A.G. is like a ship without a compass; you may know where you want to go, but you have no idea how to get there.

Imagine you run a fitness brand and your B.H.A.G. is to create "the most impactful health and wellness movement in the world. This goal will drive not only your marketing efforts, but also your product development, customer service and even your business operations. It will force you to think about how you can use every aspect of your business to achieve your big, bold goal.

By integrating a B.H.A.G. into your brand strategy, you ensure that every decision and action contributes to a bigger picture. This not only strengthens your brand identity, but also your customers' loyalty.

Image - 'Give people the power to build community and bring the world closer together.' META

How a B.H.A.G. motivates your team

One of the greatest benefits of a B.H.A.G. is the way it can inspire and motivate your team. When you have a clear and challenging goal, you create a shared vision that connects everyone in your organization. This fosters a culture of collaboration, innovation and determination.

Take the example of SpaceX, Elon Musk's space company. Their B.H.A.G. to take humans to Mars has not only captured the world's attention, but also created a team driven to achieve the impossible. These types of goals give people a sense of pride and urgency, leading to increased productivity and engagement.

Your team will feel more engaged with the company and committed to achieving the common goal. This leads to a positive work culture and higher satisfaction, which ultimately contributes to the success of your brand.

"A brand without a story is like a book without a plot; it lacks the appeal that attracts and retains people."

B.H.A.G. and branding: a powerful combination

A B.H.A.G. can send your branding to new heights by creating a powerful story that resonates with your target audience. A brand without a story is like a book without a plot; it lacks the appeal that attracts and retains people. By having a bold and inspiring purpose, you give your brand a story that speaks to your customers and encourages them to be part of your journey.

Consider a brand like Apple, whose B.H.A.G. is to "make the best products on earth, and to improve the world with those products. This goal has helped Apple build a powerful brand identity and create a loyal customer base. By using a B.H.A.G. as the foundation for your brand strategy, you can create an unforgettable brand experience that will bring your customers back again and again.

Image - "To inspire and nurture the human spirit - one person, one cup, and one neighborhood at the time. Starbucks

The pitfalls of a B.H.A.G.

While a B.H.A.G. can help your business grow tremendously, there are also some pitfalls to watch out for. One of the biggest dangers is setting a goal that is too ambitious or unrealistic. This can lead to frustration and demotivation if your team feels that the goal is unattainable.

Make sure your B.H.A.G. is challenging but achievable. It should inspire your team to step outside their comfort zone, but also be realistic enough to achieve within a reasonable time frame. It is also important to regularly review your B.H.A.G. and adapt it to changing circumstances and market conditions.

Another risk is that your B.H.A.G. is too vague or broad. This can lead to confusion and lack of focus. Make sure your goal is specific and measurable so you can clearly see if you are on the right track.

Successful examples of B.H.A.G.'s in action

Let's look at some successful examples of B.H.A.G.'s in action. One well-known example is Microsoft, which in the 1980s set as its B.H.A.G. to have "a computer on every desk and in every home. This ambitious goal helped Microsoft grow from a small company to a technology giant that changed the world.

Another inspiring example is Patagonia, whose B.H.A.G. is to "make the best product, do no unnecessary harm and inspire companies to implement solutions to the environmental crisis. This goal has helped Patagonia not only build a strong brand identity, but also take a leading role in sustainability and corporate social responsibility.

These examples show how a well-formulated B.H.A.G. can strengthen your brand strategy and help your company reach its full potential.

Image - 'Making the Netherlands the happiest country in the world.' is the B.H.A.G. of 360daysuccessful

How to bring your B.H.A.G. to life

Formulating a B.H.A.G. is only the first step; bringing it to life is an entirely different story. It is important to integrate your goal into every aspect of your business, from your marketing strategy to your operations. This means planning clear steps to achieve your B.H.A.G. and regularly evaluating your progress.

Start by communicating your B.H.A.G. to your entire team and make sure everyone understands what the goal is and why it is important. This helps get everyone on the same page and working toward a common goal.

In addition, it is important to regularly review your B.H.A.G. and adapt it to changing circumstances. This helps you stay focused and ensure that your goal always remains relevant and achievable.

Make your brand unmistakable with a B.H.A.G.

A B.H.A.G. can transform your brand strategy and take your company to new heights. It provides a clear, inspiring vision that motivates your team and strengthens your brand. By setting a bold and challenging goal, you can build a powerful brand identity and stand out in a competitive marketplace.

So, what are you waiting for? Start formulating your B.H.A.G. today and build a brand that not only succeeds, but makes a lasting impact. Take charge, dare to think big and turn your B.H.A.G. into reality. Build your brand with B.H.A.G.!

Need help? The Fitbrand team is here to help. Schedule an appointment now so we can help you come up with a B.H.A.G. that will best suit your brand.