So many times, when we ask clients what their objectives are, they’ll say “increased brand awareness.” It’s a fine idea, but it’s not an objective.

Brand awareness is what you need to get a real objective.

Real objectives include:

• Increased ticket sales
• Reduced member attrition
• Increased job applications
… and so on.

Certainly, getting people aware of your brand is useful, but it’s only part of the journey on the way to a real objective.

Next time your boss says “we want increased awareness,” ask “Why? What will that get us?” The answer to THAT question is your real objective.