Over the course of my career I have come to believe that there are four key elements to long-term success. I call it CCSI.

Clarity

Let’s cut to the chase. If you don’t know what you are doing neither will anyone else. This applies to people, brands and corporations. Being clear about your purpose, values, and goals are crucial. Knowing how to convey them is equally important.  Strategic planning is the process of decluttering, aligning and clarifying. According to McKinsey, on average, the market capitalization of companies with long-term strategies grew $7 BILLION more than that of other firms between 2001 and 2014.

Consistency

I can’t really say this enough. Once you have decided what you are going to do, keep doing it. Again, and again, and again. Consumers, customers, and people are inundated with millions of data points every day. If you want to stand out and build trust you need to repeat your message, repeatedly.

Simplicity

Here’s where the KISS principle chimes in. Keep it simple stupid. Complexity is difficult to communicate, and harder to manage. Being consistent is much easier when you start with a clear, simplified plan and message.

Innovation

Clarity, consistency and simplicity though present focused do not equal inertia. Reinvention through innovation is deeply important to an organization’s long-term health. Apply clarity, consistency and simplicity to innovation and watch your organization thrive.

Brand for Benefit helps companies discover, certify and share their greater purpose as a path to growth.

CEO Carolyn Ansley is an award-winning marketer, entrepreneur and mother who believes using business for good is good business.