Brand vision refers to the trajectory of a brand and what it hopes to achieve in the future. It is rooted in your core branding, but it encapsulates more than just the here and now. A perfect brand vision for your company will help to guide your business strategy and outline where you hope to be one day.
If you imagine your core brand identity as a kind of anchor, your brand vision is a place on the map you hope to chart a course to. It should resonate with customers and help to inspire employees.
We explore how values-driven businesses can develop a suitable brand vision that helps to frame their important decisions and activities.
Why is Brand Vision Important?
Your brand vision is the cornerstone of brand strategy and the way you interact with customers. Companies are not static and you’ll be hard depressed to find a business that is completely satisfied with its position in its respective market or in the eyes of its audience.
Most business owners will be striving to accomplish something bigger or driving for further progress and having clear brand visions helps to frame this movement so that it is more likely to yield positive results.
For instance, your customers might have a decent sense of who you are now as a startup, full of innovative ideas and solutions, but what are you trying to achieve in the long-term? Defining this helps educate people about your brand narrative and encourages them to buy into your dreams and goals as a business.
How to Create a Brand Vision Statement
Writing a brand vision statement begins with understanding and defining your company. In a world where customers are searching for stronger, more real connections with companies they shop from, you can’t afford to leave people guessing about what your goals are as a brand.
While your brand identity will cover things like your company’s values, tone of voice, personality, and the way you wish to present yourself visually through various mediums, your brand vision contributes to the ongoing “story” aspect of your brand.
Just as much as people want to know where you come from, they also want to know where you want to go. A questions to ask yourself when creating your own brand vision statement are:
• What do you want to change about your company?
• What do you want to have achieved in 5-10 years time?
• What are your growth and expansion plans?
• Will you expand to new markets?
• Are you considering new product or service launches?
• Which demographics do you want to serve the most?
• How do you plan to evolve as a company?
Top Tips for Writing Your Brand Vision Statement
1. Align your vision with your core business values. A brand vision statement is key to keeping you on track, which means not deviating too from where you started. While progression and evolution is good, you don’t want to completely overhaul your brand or contradict yourself.
2. Keep it specific to your business. You don’t need to outline your specific products or services but keep it relevant to your sector and use non-generic terminology that actually means something.
3. Keep it short and unambiguous. If you can’t define your vision in a few sentences, you probably haven’t dialled in on your core goals and trajectory yet.
4. Keep the future in mind. Your brand vision should be grounded in what’s happening now but should ultimately be a roadmap for the future. It’s how you communicate to your employees, clients, stakeholders and anyone else who’s listening about your ambitious goals and the great things you’re going to do one day.
Together with values driven leadership and smart management strategies, getting your brand vision right will inevitably help your business evolve in the way you’ve always hoped.
If you want to explore more ways to strengthen your brand and build a sustainable strategy for engaging with employees and customers, let us know. We offer a range of brand building and organizational improvement programs at Service Brand Global that could help give your business the direction it needs to achieve its full potential.