What is the difference between a goal and an objective and how can the two work together? Well, let’s start by defining each one. A goal is long-term and typically a broader outcome whereas an objective is short-term and more specific. An objective can help a brand achieve a goal. They are different but objectives can assist goals if used correctly. So, what are the main differences between goals and objectives? Well, let’s take a quick look.
1. Goals are higher in order than objectives since they have a broader outcome, where objectives will help attain the whole goal.
2. Objectives are narrower in specific tasks and goals are broader.
3. Objectives are also more specific than goals. For example, the goal of the brand is to become carbon neutral. This is broad. Objective will help us achieve how we get there. An objective would be to reduce carbon footprint in the quarter by 15%.
4. Timeframe is longer for goals and shorter for objectives.
5. Language describing goals tends to be more conceptual and language used for objectives is more creative.
6. Goals are harder to measure where goals tend to be more tangible.
There are big benefits to setting goals for you brand. It will give your team a direction, help set priorities, motivate everyone to act, and help the brand achieve full potential. Objectives, on the other hand, can help measure progress toward that goal, give short-term sense of achievement, assist in making difficult decisions and confirm confidence in strategy toward your goals. We have all heard of ways to help set good goals, such as the SMART model but what about setting good objectives? Here are a couple of things to consider when setting objectives to help your brand achieve its goals.
1. Select measurable KPI’s
2. Set up different sets of objectives
3. Refine them through feedback and analysis before setting
4. Make sure they align with overall goals of the brand
5. They should also follow the SMART model
6. Describe desired outcome instead of actions and work backwards
A good example of an objective would be to cut down on production costs by 15% in a year. Now, your team will have to work backwards to determine what actions they can take to do this. This could be in conjunction with your brand goal of increasing revenue by the end of the year. By reducing the production costs your revenue will increase as a result of decreased spending. Another objective would be to increase sales through some type of short-term measure. Both of these objectives would feed into the company’s overall goal to increase revenue by the end of the year. Goals won’t work without objectives but objectives alone won't allow your brand to reach its full potential. Using both together will ensure that your brand reaches new heights.
