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When it comes to defining an overall marketing plan, it can be easy to get caught up in the logistics of execution. That’s why we start with the very end in mind. Before worrying about how to capture your full personality in a 140-word micro statement for Twitter, you have to define your goals with building a digital brand.

Do you want to be an industry expert? Are you looking to land more public speaking gigs? Or is your ultimate career goal to get hired as the CEO of a multibillion-dollar corporation one day?

Choose a specific goal, and unpack it into milestones. You can use the goal pyramid below as template for tracking and defining your own goals. Doing this exercise will help you visualize the steps you need to take to achieve your digital branding goals.

Companies put a lot of stock in logos, and who can blame them? A logo is meant to serve as a visual and memorable representation of a brand, an enduring symbol of what it means to be “me.” But this graphical, emblematic totem rarely says much on its own. And when a logo becomes the focal point of a rebranding effort, which it often does, you’re missing the mark. 

A rebrand is closer to a revolution than an evolution. It should represent a fundamental shift in how you position your business. Sure, the logo and design will be a part of this.
 
But the most important aspects will be the rationale behind the initiative and the outcome you’re hoping to achieve. 

Most of today’s rebranding efforts are in response to changes in the marketplace or consumer behavior. Perhaps a new competitor has disrupted industry norms, and your brand is now seen as stodgy or pedantic.