LEGO, once a beloved toy giant, encountered a severe decline in the late 1990s and early 2000s. As the company struggled with falling sales and a rapidly changing market, it became evident that its existing business objectives no longer aligned with reality. To survive, LEGO had to shift its focus, redefining its objectives around innovation, partnerships, and digital transformation. This is the prime example of business objectives and how they should be flexible to change. This article will explore in depth what a business objective is, its importance, and how to write one that guides your company through both crisis and growth.

What are Business Objectives?

A business objective is a specific, measurable result that a company wants to achieve within a defined time frame. It serves as actionable steps that guide a company in accomplishing its broader, long-term goals. They’re also important for providing a clear direction for teams, facilitating performance evaluation, and helping align daily operations with strategic priorities.One of the most popular methods to set clear and compelling business objectives is the SMART framework. The term “SMART” is an acronym that stands for:

• Specific: The objective is clearly defined and unambiguous, detailing precisely what needs to be accomplished. 

• Measurable: The objective uses quantifiable metrics to track progress and determine when it has been achieved. 

• Achievable: The objective is realistic and possible to accomplish with the available resources and possible constraints. 

• Relevant: The objective is relevant to broader objectives, values, or long-term plans. 

• Time-bound: The objective has a clear deadline or timeframe, creating a sense of urgency and helping to prioritize tasks.

What are the 5 Most Common Business Objectives?

While many businesses can set different kinds of objectives depending on their industry, size, and mission, 5 most common business objectives are widely used:

Making a Profit

A common goal for most businesses is to achieve profitability. By earning more revenue than expenses, a company can ensure long-term sustainability and growth. This enables reinvestment, innovation, and stakeholder rewards. Businesses often set specific profitability goals, such as increasing profit margins or net income, to measure financial success and attract investment.

Growth and Expansion

Many businesses pursue growth by expanding market share, entering new markets, or scaling operations. Growth is crucial for maintaining a competitive advantage and achieving economies of scale. Sustainable growth ensures expansion aligns with resources and market conditions to prevent overreach.

Survival

Survival is often a key goal for startups and businesses in tough markets. It means staying operational despite economic or competitive pressures. Many small businesses adopt this goal to withstand recessions or intense competition.

Customer Satisfaction

Customer-centric companies prioritize satisfaction by delivering high-quality products and services. This boosts retention, strengthens branding, and encourages word-of-mouth. Key actions include reducing wait times, improving quality, and enhancing support.

Social Responsibility

Modern businesses often aim for ethical practices, environmental sustainability, and contributing positively to society. For instance, using eco-friendly packaging helps reduce environmental impact. However, such practices can set higher costs for customers or lower profit margins.

Why are Business Objectives Important?

Business objectives are important as they provide clear focus, direction, and motivation for both the company and its employees. They guide decision-making, effective resource allocation, and performance evaluation. By setting business objectives, the company can prioritize efforts to achieve these goals and increase efficiency and accountability. These objectives also measure progress and success, allowing businesses to track and adjust their strategies accordingly.Moreover, business objectives create alignment within the company by clearly stating what it aims to achieve. It helps employees understand how their roles contribute to overall goals. They also help manage risks, support better strategy execution, and improve team performance. Without clear objectives, a business risks losing direction, making success and even survival harder to achieve.

Why Do Business Objectives Change Over Time?

Many businesses go through various stages of development, such as from startup to mature stage. Over time, their business objectives will change, affecting business growth and performance. For example, a company in the startup stage will focus on survival, while a company in a more mature stage will aim to generate profit. Other internal factors, such as underperformance or changes in leadership, may also cause changes in business objectives.Additionally, external factors can also influence shifts in business objectives. For example, changes in market conditions and customer preferences require businesses to adapt their objectives to remain competitive or survive. New technologies can also open opportunities or pose challenges, making businesses have to adjust objectives, such as moving from physical products to digital services.

How to Write Business Objectives?

Business success starts with clear objectives. Here are the steps you can take to write strong objectives that keep your business on track:

Brainstorm

Start by brainstorming potential objectives that address your company’s challenges and opportunities. Involve employees at all levels to gather diverse ideas and insights for your business objectives. It can be done through surveys, focus groups, or interviews.

Categorize Objectives

Next, you can categorize your objectives into various categories. For example, you can make separate objectives for financial growth, customer satisfaction, employee retention, or product development. This will help prioritize and organize your goals.

Use the SMART Framework

Write your objectives using the SMART framework, which is the acronym for Specific, Measurable, Achievable, Relevant, and Time-bound. For example, instead of a vague objective like “acquire new users”, you should specify “acquire new users by 10% within the next 6 months”.

Make Objectives Inspirational and Clear

Use action verbs and positive words to make your objectives inspirational and easy to remember. For example, “maximize company profit earnings through sustainable efforts” is clearer and more inspiring than “reduce production costs”.

Align with Mission and Vision

Ensure your objectives support your company’s mission and vision. This alignment keeps your efforts focused on what your company actually wants to achieve. When the objectives align with the mission and vision, decisions at all levels will be made consistently with the company’s core values and long-term aspirations.

Conduct Situational Analysis

Assess your company’s situation by evaluating its strengths, weaknesses, opportunities, and threats. This will help you set realistic and relevant objectives that address your company’s current conditions and future possibilities.

Review and Adjust Regularly

Business objectives should be reviewed regularly to ensure they are still aligned with the company’s evolving goals and market conditions. Adjust your objectives as needed to maintain relevance and effectiveness.

Achieve Your Business Objectives Faster and Smarter with Effist's Office Solutions

Achieving business objectives requires careful strategy and hard work, as well as the right environment. Effist Suite Office provides serviced and virtual offices tailored to support your progress in executing your goals successfully. Whether you need a fully equipped physical workspace or a prestigious business virtual address to boost credibility, Effist ensures you have everything you need to operate efficiently and professionally.Our serviced office provides ready-to-use office spaces with complete equipment, including high-speed internet, executive office equipment, meeting rooms in various sizes, business lounges, pantry facilities, and comprehensive support services, including secretarial assistance and cleaning. Effist also provides virtual office services to support businesses that operate remotely by offering a prestigious business address without having to rent physical space. Other than a professional address, our services also include professional mail handling, secretarial support, access to meeting rooms, and a dedicated phone number handled by professional customer service.Strategically located in South Jakarta’s central business hubs, Gandaria Office 8 Tower and 88 Office Kota Kasablanka, Effist Suite Office delivers an ideal environment to achieve business objectives successfully.Editor: Trie Ayu Feminin & Irnadia Fardila

Bayangkan Anda menghabiskan waktu satu jam dalam meeting mingguan, tetapi hanya sedikit informasi penting yang Anda dapatkan, serta sebagian besar peserta terlihat tidak fokus. Meeting Anda mungkin didominasi oleh beberapa orang yang berdebat terkait hal tertentu yang tidak relevan. Meeting panjang seperti ini seringkali membuat waktu dan tidak efektif, khususnya jika hanya dibutuhkan update singkat dari tiap anggota tim. Kondisi ini membuat konsep stand up meeting menjadi populer di berbagai tim di dalam perusahaan.Meeting singkat yang berdurasi sekitar 15 menit ini cocok untuk menyampaikan update terbaru dari para anggota tim, menyelaraskan prioritas, dan mengidentifikasi hambatan. Kenali lebih lanjut tentang apa itu stand up meeting, tujuan, dan cara melakukannya dengan efektif.

Apa Itu Stand Up Meeting?

Stand up meeting, atau yang dikenal juga dengan daily stand up meeting, adalah jenis pertemuan singkat yang berlangsung 15 menit atau lebih untuk mendiskusikan perkembangan pekerjaan tiap anggota tim pada sebuah proyek. Seperti namanya, daily standup meeting umumnya dilaksanakan dengan cara berdiri untuk menjaga diskusi tetap singkat dan ringkas. Daily standup meeting yang dilakukan dalam waktu singkat berfungsi untuk menyederhanakan komunikasi internal di dalam tim dan menyampaikan masalah yang dialami anggota tim dengan cepat. Pada standup meeting, tiap anggota tim biasanya menjelaskan tiga hal penting: apa yang sudah dicapai sejak pertemuan terakhir, apa yang akan dikerjakan selanjutnya, dan hambatan apa yang sedang dihadapi. Cara ini memastikan transparansi tentang kemajuan pekerjaan semua tim serta memfasilitasi kolaborasi tim yang efisien.

Stand Up Meeting vs Daily Scrum, Apa Bedanya?

Baik stand up meeting maupun daily scrum sama-sama merupakan pertemuan singkat untuk meningkatkan kerja sama tim dan memantau perkembangan pekerjaan. Meski demikian, terdapat beberapa aspek yang membedakan keduanya.Daily scrum adalah kegiatan meeting yang lebih formal dalam kerangka kerja scrum. Jenis meeting ini umumnya hanya dilakukan oleh tim development yang bekerja dalam kerangka kerja scrum. Pertemuan ini biasanya berlangsung selama 15 menit dan bertujuan untuk memeriksa kemajuan pekerjaan tim menuju sprint goals serta merencanakan pekerjaan untuk 24 jam berikutnya. Agenda rapat dalam daily scrum berfokus untuk membahas pekerjaan di hari sebelumnya, rencana pekerjaan hari ini, hambatan, dan aspek lain terkait sprint goal. Sementara stand up meeting bersifat lebih umum dan informal dibandingkan daily scrum. Stand up meeting bisa dilakukan oleh berbagai jenis tim untuk mendiskusikan kemajuan pekerjaan, tantangan yang dihadapi, dan rencana pekerjaan untuk hari itu. Tim dapat menentukan sendiri durasi dan topik yang akan dibahas, sehingga memungkinkan adaptasi sesuai kebutuhan tim.

Apa Tujuan Stand Up Meeting?

Stand up meeting sering digunakan dalam lingkungan kerja yang dinamis untuk menjaga komunikasi yang efektif antar anggota tim. Berikut adalah beberapa tujuan dilakukannya stand up meeting:

Mendukung Komunikasi yang Efisien

Salah satu tujuan utama dari standup meeting adalah untuk melaksanakan diskusi singkat dan efisien antar anggota tim. Dibandingkan harus melaksanakan meeting panjang yang tidak terarah, standup meeting harian didesain untuk diskusi ringkas yang hanya berlangsung sekitar 15 menit untuk membahas perkembangan pekerjaan setiap anggota tim.

Memfasilitasi Kolaborasi Tim

Standup meeting juga bertujuan untuk memfasilitasi kolaborasi di dalam tim. Dengan berkumpul secara rutin, anggota tim dapat saling mendengarkan dan memberikan masukan yang konstruktif jika anggota lain mengalami suatu masalah. Lingkungan yang kolaboratif ini membantu problem-solving yang lebih baik serta memperkuat motivasi tim untuk berkontribusi lebih baik lagi.

Meningkatkan Transparansi

Pada diskusi standup meeting, semua anggota tim diharuskan untuk melaporkan apa saja yang sudah mereka kerjakan serta akan dikerjakan. Hal ini akan memotivasi tiap anggota untuk fokus dalam mencapai target yang dibutuhkan. Selain itu, anggota tim juga dapat mengetahui gambar besar terkait status proyek, termasuk tantangan yang sedang dihadapi serta kemajuan yang telah dicapai. Transparansi ini akan memperkuat rasa keterlibatan anggota tim terhadap tujuan yang ingin didapatkan.

Menyatukan Tujuan dan Prioritas Tim

Standup meeting membantu memastikan semua anggota tim berada pada jalur yang sama dalam mencapai tujuan. Setiap anggota menyampaikan progres pekerjaan mereka secara berkala. Dengan demikian, tim dapat menyesuaikan prioritas bila diperlukan. Hal ini juga membantu menjaga fokus pada tugas yang paling penting.

Bagaimana Cara Menjalankan Stand Up Meeting dengan Efektif?

Mengingat daily stand up meeting hanya berlangsung singkat, penting bagi Anda untuk mengetahui langkah yang tepat agar diskusi tetap fokus dan efektif. Ikuti langkah-langkah ini saat menjalankan stand up meeting untuk tim Anda:

• Tetapkan Waktu dan Tempat: Jalankan standup meeting di tempat dan waktu yang sama untuk menciptakan rutinitas bagi semua anggota tim. Jika Anda mengadakan meeting secara virtual, tentukan waktu yang cocok untuk semua anggota tim. Pastikan juga tiap anggota memiliki jaringan internet yang kuat untuk mencegah hambatan akibat jaringan yang buruk.

• Pastikan Meeting Berlangsung Singkat: Batasi waktu meeting hanya sekitar 15 menit atau kurang dari itu terlepas dari jumlah anggota tim yang ada. Jika Anda merasa melampaui waktu ini, Anda dapat memecah standup meeting menjadi bagian yang lebih kecil.

• Gunakan Struktur Tiga Pertanyaan: Setiap anggota harus menjawab tiga pertanyaan: apa yang sudah dicapai kemarin, apa yang akan dikerjakan hari ini, dan hambatan apa yang sedang dialami. Struktur pertanyaan ini memastikan fokus meeting tetap terjaga selama durasi meeting yang singkat.

• Tentukan Fasilitator Meeting: Seorang fasilitator berperan untuk memandu jalannya meeting dan menjaga fokus diskusi dengan baik. Fasilitator juga dapat memastikan semua anggota mendapat giliran untuk berbicara.

• Fokus Pada Topik Meeting: Seringkali diskusi berlangsung terlalu lama karena membicarakan detail yang terlalu rumit. Maka dari itu, pastikan standup meeting berfokus pada struktur tiga pertanyaan. Jika anggota tim merasa membutuhkan diskusi yang lebih dalam, Anda dan anggota tim dapat membicarakannya di lain waktu.

• Pastikan Semua Anggota Berbicara: Pastikan semua anggota mendapatkan kesempatan yang sama untuk berbicara. Jangan sampai ada satu pihak yang mendominasi jalannya diskusi. Anda dapat memasang timer untuk menentukan durasi berbicara tiap anggota. 

Dapatkan Meeting Room Fleksibel untuk Stand Up Meeting Tim Anda Hanya di Effist!

Salah satu kunci menjalankan diskusi yang kondusif dan efektif adalah ruang meeting dengan fasilitas yang lengkap. Untuk menjawab kebutuhan ini, Effist Suite Office menghadirkan layanan meeting room dengan kapasitas 4–40 orang untuk berbagai jenis pertemuan, termasuk stand up meeting. Layanan meeting room dari Effist dilengkapi dengan fasilitas penunjang untuk memastikan meeting berlangsung lancar, seperti LCD proyektor, papan tulis dan spidol, internet berkecepatan tinggi, serta video conference untuk mewadahi meeting secara online. Effist juga menyediakan berbagai paket meeting room yang bisa dipilih sesuai kebutuhan meeting Anda. Paket meeting kami turut dilengkapi dengan fasilitas seperti lunch, coffee break, notes, mints, dan air untuk mendukung kenyamanan selama meeting.Layanan meeting room Effist berlokasi di pusat bisnis strategis Jakarta Selatan, yaitu Gandaria 8 Office Tower dan 88 Office Kota Kasablanka.Untuk informasi lebih lanjut, hubungi kami melalui email contact@effist.com. Editor: Irnadia Fardila

Imagine entering a high-end hotel expecting luxury, only to find stained carpets and rude staff. Your perception of that hotel is instantly shaped even without reading a review. This is the power of corporate image, which is the impression a company leaves on its audience through its actions, visuals, and messages. Corporate image can make or break a business, influencing customer loyalty, investor trust, and employee morale. This article will explore the corporate image, its importance, and how to build a strong corporate image. 

What's Corporate Image?

Corporate image, also known as corporate identity or reputation, refers to the overall perception or impression that the public, including customers, employees, partners, and other stakeholders, holds about a company. Companies shape their corporate image through branding, marketing, products and services, values, behavior, and visual identity. It is usually not static and evolves, as it is influenced by the company’s interaction with its audience. Corporate image offers various advantages and disadvantages for the company. For example, companies with a good corporate image have advantages, such as higher levels of trust and credibility among customers and a strong market position. On the other hand, a bad corporate image due to a scandal or poor customer service can negatively affect the company’s reputation. That’s why companies not only have to build but also maintain and enhance a positive corporate image to boost business performance and sustained growth.

What are the Examples of Corporate Image?

Corporate image consists of multiple elements that collectively shape how a company is perceived by the public, such as core business, brand reputation, employee treatment, external relations, and more. Here are several examples of corporate images by well-known companies:

• IKEA: IKEA builds its corporate identity on practical, affordable designs and a logo that reflects its Swedish heritage. The brand actively promotes innovation and stays closely connected to everyday consumer life.

• Eiger: A leader in adventure gear and outdoor equipment, Eiger is known for sturdy quality, design innovation, and an adventurous and active lifestyle in their company branding.

• Wardah: Wardah’s corporate branding is firmly built around its leading role as a halal cosmetic brand in Indonesia and empowering brand image targeting Muslim customers.

• Apple: Famous for minimalist design and intuitive products, Apple’s corporate image is synonymous with innovation, simplicity, and elegance, fostering strong customer loyalty across its ecosystem.

• Google: Known for seamlessly integrating corporate and product branding, Google’s identity centers on internet innovation and user-centric products, supported by clear and consistent marketing materials that build trust and reliability.

Why is Corporate Image Important?

Corporate image serves as the public’s perception of a company, which can significantly influence their reputation and market position. Below are the reasons why corporate image is essential for a company:

Building Trust and Credibility

A strong and positive corporate branding builds customer trust by presenting the company as professional and reliable. When a company consistently aligns its actions with its brand value and objectives, customers will perceive it as trustworthy, which is necessary to build long-term relationships and customer retention.

Increasing Brand Value and Recognition

Customers will prefer a brand they recognize rather than an unknown brand. A strong and consistent corporate branding can strengthen a company's brand recognition and foster customer loyalty. This boost in brand equity often leads to greater returns on investment and helps the company stand out in a competitive marketplace.

Differentiation from Competitors

Differentiation from competitors through a strong corporate branding is crucial for a company to survive and stay relevant in the saturated markets. It creates a unique identity that customers can recognize and prefer over competitors, essential for gaining and maintaining market share.

Enhancing Employee Confidence and Behavior

Corporate branding also plays a vital role in a company's employee confidence. When a company is perceived positively, employees feel proud and motivated to uphold its reputation, improving their performance and commitment. On the other hand, a poor branding can lead to low morale and high employee turnover.

How to Build a Strong Corporate Image?

For entrepreneurs or business owners, knowing how to build a strong corporate image is essential for long-term success. The following strategies will guide you in creating a powerful and lasting impression of your business:

Define The Purpose of Your Company

The first step is defining your company's core purpose. This means identifying why it exists and what it stands for. This purpose should connect with your target audience and guide all actions and communication. Make sure your company values are clear and that all business practices follow these values to build trust and authenticity through consistency.

Develop a Distinctive Branding

Next, create and refine visual elements such as logos, taglines, color schemes, typography, and brand names that reflect the company’s values and identity. Strong branding communicates the organization’s purpose and helps customers recognize and relate to your business. Distinctive and unique branding also helps in making your business stand out more.

Ensure Consistent Communication

Keep your brand voice and messaging consistent across all platforms, including social media, website, customer service, and internal communication. Consistency also ensures that the company’s actions align with its promoted values to build trust and loyalty. Ensure employees and spokespeople are well-informed and aligned with the brand voice and core values to prevent misunderstandings.

Engage and Train Your Staff

Training your employees is essential to helping them understand and embody the company’s image and values, as their behavior directly impacts public perception. This also includes delivering high-quality customer service and interactions to create positive and satisfying experiences for customers. When employees embody the brand, it strengthens authenticity, unity, and communication.

Keep Digital Presence Updated

It is essential to regularly update all digital platforms to ensure they accurately reflect your company’s current brand image. Since customers often form their first impressions online, maintaining accurate and appealing websites and social media is essential for a strong corporate image.

Enhance Your Corporate Image with a Premium Virtual Office Solution by Effist Suite Office

A strong corporate image starts with a credible business presence and begins with the right address. Effist Suite Office offers cost-effective and professional solution through our virtual office service that provides your business with a prestigious address in a strategic business hub in South Jakarta. Our virtual office solution helps your company establish trust and professionalism without needing a physical office.More than just a prestigious business address, our virtual office includes facilities such as mail handling, access to fully equipped meeting rooms, professional secretarial, administrative, and cleaning services, a business lounge, and a dedicated phone number managed by an experienced customer service representative.Whether you're a startup, freelancer, or expanding enterprise, our solution allows you to maintain a strong brand presence while keeping overhead costs low. Contact us through email contact@effist.com for more information regarding our virtual office. Editor: Trie Ayu Feminin & Irnadia Fardila