How to Draw Your Brand’s Roadmap & Plan for Success

Do you have a roadmap?

Getting where we want to go involves knowing how to get there. Many people feel they know exactly where they want to be but have no idea how to get there.

So how do you figure that out? It may feel like you’re treading uncharted territory that’s impossible to survey. There are a few hacks to undo this halting mindset.

Research the Competition

Firstly, look for examples of business models that are remotely similar to yours. 🔎 I’ve had clients and prospects alike claim that their idea was just too unique to find these examples, but I urge you to get creative. I was approached by someone who was creating a website designed to help people creating wildlife habitats in their backyard. They thought there was NO ONE who ever had a platform specifically designed for those interested in that topic. She was right…sort of. While there were no other websites in the same, highly specific niche, there were lots of environmental and home gardening/landscaping websites discussing the topic. With those sources, she was better able to reverse engineer the content and audience participation to figure out what those people were like to better solve their problems.

Goal Prioritization

Secondly, prioritizing your business goals is a fantastic way to project your business’ trajectory. 📈A journey consists of a series of challenges to be met. Without a clear understanding of what those challenges entail, we’ll often find ourselves stumbling looking for the next step. I went over how to do this briefly at live stream in our brand development group, Tactical. The basic idea is to list all of your goals, then give each goal a score based on how quickly it can be done (BE REALISTIC), how doable it is, and how desirable that goal is. Your first stops should become crystal clear. Shelf those other goals until you start tackling the smaller ones. You’ve got to go to point A before point B.

Expert Branding Guidance

Finally, hiring a branding sherpa to help you on your way can be an invaluable investment.  It’s a scary world out there, and if you’re not experienced with the dangers, even the most prepared adventurers can fall victim to the unforeseen. When the going gets tough and rations are low, your guide can help you get resourceful quickly. Their creativity is a survival asset first and foremost, so having an expert on your side can mean the difference between success and failure.

How do you draw a map? Where are you on the journey? Did this post help you think of any new ways to clear the path?

Consider sharing your feedback in our Facebook Group, Tactical, a community with daily content for business owners, marketers, and designers developing brands.

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7 Things You Need to do BEFORE You Make Content


This word, more than any other in the last decade, has been beaten to death in the context of branding, marketing, and business development. There may be a good reason for that. The world seems to have an endless appetite for it.

You probably know you need more of content in order to establish yourself in whatever market you’re trying to reach, but do you know the who/what/when/where/how behind not wasting your precious time developing it?

It probably comes as no surprise that this question is why so many businesses drag their feet when it comes to creating content. While others might try to encourage you to look past your doubts and just get started, I’d argue that this gut feeling exists as a survival response we’ve evolved as human beings to keep ourselves from squandering what little precious time we have on this earth.

So what exactly will fill this empty feeling of impending failure? The answer is a content strategy, and you can develop yours in 7 simple steps.

Step 1 – Define Your Goals

Start out by identifying all of the goals you’re trying to accomplish with your content. Are you trying to get new customers for your business, users for your app, attendees at an event, or just people in the audience to enjoy the show? What kind of product or service do you want to offer the viewer, reader, or listener? Do you want them to join a community of like-minded members?

Getting clear on your objectives first thing will give you an excellent point of reference whenever you’re making decisions regarding your content down the road. As you proceed, continue asking yourself, “Is this moving me closer to my goals?” If the answer is yes, you’re likely on the right track.

Step 2 – Define Success Metrics

How are we going to measure the achievement of our goals? Is it by the number of impressions, conversions on your webstore, or members joined? Defining success metrics keeps us aware of whether or not our efforts are yielding results, which can tame that emotional deficiency that comes when thinking about the hours it takes to craft the perfect video, blog, or podcast.

Step 3 – Content Audit

Before we act, we should reflect. Winner of the Nobel Memorial Prize for Economic Sciences, Daniel Kahneman, says that human beings have basically 2 methods of thinking. System 1 is built for speed and specializes in things like reflexive behaviors for things like sports, casual conversation, or simple reading. System 2 is designed for more complicated tasks like complex equations, intricate movement, or listening intently to one instrument in a song.

The second System is much better at analytical reasoning, so it’s important to shift into it before we do something important. Slow down before you start shooting videos or writing blogs to take the time to reflect and review past content you’ve made to find both successful and unsuccessful attempts as examples of styles and techniques to either repeat or avoid, respectively. It can make a world of difference when it comes to the impact your content will elicit.

For those of you who have little to no experience creating content, try to review the most recent informational writing you’ve done. Old college or even high school reports can be quite revealing when it comes to our strengths and shortcomings with regards to communicating ideas, especially if they’re graded by an instructor.

Step 4 – Evaluate the Competition

Now that we’ve taken a healthy look inward, we’re better qualified to eye up the competition. Feel free to dig into them the same way you just tore into yourself. You owe it to yourself NOT to be nice in this instance. It’s not like we’re doing it to actively belittle them, anyways.

If you’re the kind that gets discouraged when you see the thousands of hearts and comments on your competitor’s Instagram posts, pivot to find the chinks in their armor that can be exposed to create an advantage. Their Facebook page could be an abysmal wasteland of low engagement. Take the time to reverse engineer both their successes and failures in order to turn them into your strategy.

Just remember: don’t imitate, innovate! The goal here isn’t to jack a popular hashtag or leverage someone else’s audience (though I’m not ENTIRELY against these ideas in certain contexts). We want to freshen up our own unique ideas by getting a good idea of what has been done before.

Step 5 – Ideate Content

Put on your thinking cap and get ready to write down all of the ideas that are likely already racing through your head after such a comprehensive dive. Draw inspiration from every success and failure you’ve observed in order to ideate content that can actively achieve your goals.

Maybe you retool some old content in the context of an Instagram tactic inspired by a competitor’s successful campaign. Perhaps you film a series of informational videos on a topic relevant to your business’ industry that got a competitor’s blog post a ton of engagement. Hopefully, these examples give you a good idea of how you can turn all of your recent research into actionable ideas.

Step 6 – Evaluate Your Bandwidth

What resources do you have available? Is there a competent crew ready to get on the job, or are you struggling just to turn on your computer? Believe it or not, both of these scenarios are capable of proucing some grade A content, but only if an accurate evaluation of the situation is made.

Don’t attempt to replicate your competition’s high production 30-minute talk show (complete with a live band and audience) if the only camera you’re working with is the one on your smartphone. Why bother setting yourself up for the dissapointment of inevitably not measuring up when you can focus that energy on getting creative within your limitations? Limitations are the whole reason why people get creative in the first place. What would be the point of challenging ourselves to make things that are greater than the sum of their parts if we had unlimited resources?

Step 7 – Establish a Content Creation Workflow

Now that we’ve got the ideas, let’s plug them into a schedule. I’ve touched on this before (, but I want to make a few quick points on scheduling that are extremely important here…


Nothing discourages creativity like a missed deadline and nothing makes us miss a deadline more than overly optimistic planning.


Sometimes, there are emergencies that throw us off. Be prepared for life to try and buck us off our horse and to get back on after we fall off.


All good things take time. Your content is a continuous work in progress that deserves an appropriate amount of time to grow and blossom into the world.

I hope you feel much more prepared to tackle your content after reading and following through on this post. What kind of impact do you want your content to make?

Consider sharing your feedback in our Facebook Group, Tactical, a community with daily content for business owners, marketers, and designers developing brands.

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Getting Your Brand on Schedule

🕛🕑🕓 Time 🕗🕘🕚

We’ve only got a limited amount of it, and we’re never sure how much we’ll actually have in the end. It’s so precious that you could save it’s more valuable than any other commodity on earth. But we also give it (or sometimes “throw it” 🗑) away more freely than anything else we own.

There’s a shift in mentality going on in our society, though. It’s especially evident in the tech world, where “assistant” apps for everything from dog walking to buying late night snacks to full-on virtual servant level care have begun to make a killing promising high-quality services that will give you back your time.

But what else can you do if splurging on digitally facilitated personal assistants isn’t in your budget this very moment? Start scheduling. 

If you’ve been running your business by the seat of your pants 👖, you’ve likely been wasting a huge amount of time. That might have hit some of you in the gut. I get it. It’s frustrating to hear something like that when you’ve been working extra hard just to keep up. It’s extra hard to slow your mind down to think methodically about how to optimally organize your daily routines in tandem with your long-term goals  when you’re frantically trying just to keep up. Sometimes, though, we’ve got to slow down before we run into something hard. 

Start by itemizing all of your activities by daily, weekly, monthly, and annually. You can use a calendar system  📆 like Google’s, a card system like Trello (I highly recommend them), or sim ply post-it notes on a dry erase board. Look at what activities can’t be moved first, as these will anchor you to specific times and places. Then take the other activities and find time/space appropriate spots for them.

Does your calendar fall apart because there’s too much to do? Then it’s likely time to start utilizing some sort of assistance. The apps I’ve alluded to before can help in some areas, but when it comes to running a business, onboarding helpful partners or employees can make all the difference. Creative/Marketing agencies are excellent partners when it comes to optimizing your business’s time, so reach out to one for a quote if possible.

Finally, don’t stress if you can’t stick to your schedule. Stuff happens! It’s important to keep your schedule from being too jammed pack to lower the failure rate and increase morale. Try to find some fluidity in your timelines to ensure your own success to keep your motivation high. Branding is an endurance test. We’re prepping for a long distance run, not a sprint.

What do you do to optimize your time? Are you on a schedule? What is keeping you from hitting your goals on time? Let’s share and help each other in Aetoric Design’s Facebook group, Tactical, a community with daily content for business owners, marketers, and designers developing brands.

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