Brand Vision


Let’s start by creating a mental image of your future…

In 10 to 20 years from now, how will your work make the world a better place? What is the positive impact that your company will be making in people’s lives? Why will those who work in your organization feel like what they do really matters?

Remember to think big, this is your future, the one you want to create. To arrive at this future, you need a destination. You will need a vision that will guide you along the way.

In Brand Development Strategy – Discovering Your Brand Part 1, we define the 11 Fundamentals of a Sustainable Brand. Your brand vision is the first fundamental of developing your brand strategy.

What is Brand Vision?

In this article, we will define what a brand vision should and shouldn’t be; why it is important for your company to have a brand vision; we will also share brand vision examples that we find inspiring, and provide you with information to help you create your own brand vision.

What a brand vision should and shouldn’t be

  • Your brand vision should state the reason why you are in business, the future you are continuously striving for. Your brand vision should not focus on what your business does.
  • Your brand vision should focus on the people you are helping. Your brand vision should not be all about you.
  • Your brand vision is what you want people to say about you and your impact on the community. Your brand vision should not be about monetary gain.
  • Your brand vision should be positive, motivating, clearly stated, and concise. Your brand vision should not be a list of services and capabilities describing all aspects of your business.
  • Your brand vision is the force that drives everything your company does and why it matters. Your brand vision is not simply a new look and tagline for your latest marketing campaign.
  • Your brand vision should be challenging and optimistic, but you need to believe that you can do it. Your brand vision should not be far-fetched and unrealistic.
  • Your brand vision should focus on a specific group of people. Your brand vision should not try to be everything to everyone.

"Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion." – Jack Welch

Don’t confuse your brand’s vision with your brand’s mission. While they may seem similar, they are indeed quite different. Your vision should be a descriptive statement of your company’s ideal future, your mission should be the action statement that will make your vision a reality.

Ideally, your brand vision should be 8 words or less and your company should only have one. Your brand vision is an official statement that is written down and everyone at your company should be able to repeat it.

11 reasons why it is important for your company to have a brand vision.

  1. Provides a picture of what your business will look like in the future.
  2. Clarifies the direction in which your organization needs to move and keeps everyone pushing forward.
  3. Gives people in your organization a greater sense of purpose. They will see themselves “building a cathedral” not just “chipping away at rocks.”
  4. Establishes a long-term goal for you and your company that helps guide all of your future strategic business decisions.
  5. Builds an organizational culture.
  6. Attracts like-minded people to your brand.
  7. Keeps your team focused and aligned on a shared future.
  8. Reinforces positive behaviours and attitudes that are expected of the people that work in your organization.
  9. Provides a filter to help you decide whether a new opportunity is a good or bad fit for your company.
  10. Uncovers your hidden value and differentiates yourself from your competitors.
  11. Creates consistency with your brand communications across all types of media.

"If you want to build a ship, don't herd people together to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea." - Antoine de Saint-Exupery

11 brand vision examples that we find inspiring.

  1. “Advancing man’s capability to explore the heavens”. (NASA)
  2. “To live in a healthy, honest and supportive world”. (Core Foods)
  3. "To fill the earth with the light and warmth of hospitality". (Hilton)
  4. “Driving the world’s transition to electric vehicles”. (Tesla)
  5. “To make sustainable living commonplace”. (Unilever)
  6. “To provide access to the world’s information in one click”. (Google)
  7. “To bring smart, connected devices to every person on earth”. (Intel)
  8. “To help individuals and businesses realize their full potential”. (Microsoft)
  9. “To leave a sustainable world for future generations”. (The Nature Conservancy)
  10. “To make our oceans as rich, healthy and abundant as they once were”. (Oceana)
  11. “Helping investors help themselves”. (Charles Schwab)

"Determine that the thing can and shall be done and then we shall find the way." - Abraham Lincoln

Creating Your Brand Vision

Developing your brand vision will take some time and effort. You should expect to invest 2 to 3 hours working on your brand vision. Compare this to the positive impact it can have on your company and it is easy to see that the time is well spent.

Brand Vision Worksheet

Download the worksheet, so you can print it out and write down your answers to each question. Include both where your business is now and where you would like your business to be in 10 years. Everyone on your brand vision team should fill out their own copy of the worksheet so you can compare answers later.

Question Now 10 Years from Now
Why do we exist?
What are we known for?
What will our company never do?
Who is our customer?
What are our goals?
What services do we provide for our customers?
How do we make our customer’s lives better?
What is the culture of our organization?
Why will individuals want to become part of our community?
Why will people want to work for our company?

Remember

Your brand vision describes what lasting difference you want your company to make in the future. Ideally, your statement should be one sentence, focused on helping the world as a priority rather than profits. Your brand vision should not explain how you are going to achieve your vision (that is what your brand mission is for.)

Think Big

You need to have big plans for your brand. Your vision should not restrict yourself to a single category or even industry. Instead, your brand vision should aim at solving critical issues faced by your customers. Your customers don’t care what industry you are in, all they care about is whether or not you can solve their problems.

Focus on the Customer

Your brand vision should be created with your customer as the focal point. Frequently, companies focus too much on products rather than fulfilling customer needs. Focusing on your customers will help you create a vision that makes business sense. Customers will find your brand vision more relatable since it was created with them in mind.

Stability

Regardless of whether you update your logo, revise your marketing strategy, or even relocate your business; your long-term vision of the good you intend to do in your world should remain stable.

Flexibility

Ideally, you will not need to update your vision statement because it has been crafted with long-term goals in mind. That being said, because business operates in a dynamic environment, there is the possibility that your vision may need to be revised. If your vision becomes outdated then the people in your organization and customers will no longer be inspired by it.

Commitment

Your brand vision will only be effective if you are committed to it. You will need to lead the way. It will take more than a quick mention at a company meeting. You will need discuss your brand vision with everyone involved in your organization over and over before people will believe you are serious. It will need to be highly visible on your marketing collateral including your company website, internal communications, tradeshow materials, brochures, email footers, phone scripts, etc…

Download the Printable PDF Worksheet

Take all the answers from the brand vision worksheet and look for a common thread. From this common thread, write down 4 or 5 rough drafts. Don’t worry if they are more than one sentence in length. When crafting your brand vision it can be helpful to use one of the following templates as your guide:


Template 1: To (provide, give, create, make, etc…) a (healthy, happy, productive, safe, etc…) (world, place, dream, reality, existence, etc…) for (the group of people you want to help).

Template 2: (Providing, giving, creating, making, etc…) a (healthier, happier, more productive, safer, etc…) (world, place, dream, reality, existence, etc…) for (the group of people you want to help).


Using these templates to write your brand vision will keep profits out of the equation and focus your thoughts on how you are helping your customer

Hash it out with your team and refine your rough drafts into a single idealised sentence describing the good your company plans to do in the world. Remember to keep your final draft short so it will be easier to communicate and gain the commitment from others.

To be effective, your brand vision will require a lot of support. Your vision must become intertwined with every aspect of your organization's culture. The leadership team within your organization is responsible for communicating your vision regularly. Most importantly, both short and long-term decisions made by your organization must support the objectives of your brand vision.

Our Brand Vision

At Diggles Creative, we invested about 4 hours working through this very same brand vision exercise. It was quite an eye-opening experience and this is what we came up with.

“Advancing communication between businesses and customers.”

Our vision is to be more than any old group of graphic designers or one of many marketing companies. We want to help our customers continuously improve their ability to communicate with customers.

Are you ready to take your branding and overall marketing strategy to the next level? Do you need help developing your brand vision and overall brand strategy? Why not start working on it today? We'd love to hear from you.

If you are looking for a full-service marketing agency that can help you accomplish all of this, contact Diggles Creative to schedule a call or get started right away by filling out our website questionnaire.

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