What is a brand vision and why do you need one?
Monday, June 10, 2024
Your brand is a conglomeration of all the elements that make your company unique.
Your logo is a part of your brand, helping to visually identify your business. The tone of voice you use when speaking directly to customers or advertising online is another aspect. Even the design of your website and the layout of your store are elements of the brand.
Brands are the things with which other people (consumers, employees, and investors) connect when they encounter your company.
Through an effective brand image, you can create affinity with your target audience and increase your chances of loyalty.
However, for a brand to be effective, it also needs to be well-designed and consistent.
To stay on the right track, you need a compass that constantly reminds you of your mission and what you hope to achieve. That is your brand vision.
Here’s what you need to know about creating a brand vision.
What is a Brand Vision?
Think of some of your favorite companies. It's likely that you love those companies not just for what they sell, but for what they believe in and strive to create.
A brand vision statement describes what a company aspires to achieve.
For example, the Alzheimer's Association promotes the vision of "A world without Alzheimer's." This statement immediately tells you what the company aims to do and gives you something meaningful to support as a consumer.
The vision gives purpose to a brand.
If Microsoft's vision statement were simply "to sell a lot of computers," it wouldn't have much impact on customers and employees. Instead, Microsoft chose "A computer on every desk and in every home." The result is an entire company dedicated to making computing more accessible.
A brand vision shows your customers what you believe in and stand for. It reminds them that your company is about more than just making profits. With a vision, you create a human side to your organization that others can connect with.
How to Write a Brand Vision Statement
Vision statements are useful documents for growing brands. They act as a valuable part of your brand guidelines, intended to help your employees understand what they are trying to achieve when working on your team.
These statements are also helpful when you are trying to connect with investors or inspire those interested in your company.
Vision statements do not have to be set in stone. For example, Microsoft's goal was to have a computer on every desk when the company started. Now, Microsoft creates more than just computers, so their vision has changed to helping people "achieve more."
The idea is that as long as it remains relevant, your vision can serve as a sort of compass that guides you toward essential milestones for brand growth.
Although there is no one-size-fits-all strategy for vision statements, most should be:
- Concise. Vision statements are simple and clear. Instagram's vision was "to capture the world's moments." Keep it direct and eliminate the superfluous.
- Clear. Avoid becoming too poetic with the language of your vision statement. Ensure that everyone can understand what you want to achieve.
- Specific. When do you want to achieve this goal? Have a time horizon you can aim for. This could be in ten or five years, for example.
- Realistic. A vision should be realistic enough that you can actually see your company achieving it, even if it's far in the future.
- Challenging. Be bold and confident when setting your goals. Give yourself something valuable to strive for, and you are more likely to connect with customers.
- Inspiring. Your vision statement should be able to motivate others. What will people in your business truly care about? The vision of "making a lot of money" does not inspire people.
A brand vision is a clear understanding of what you want to achieve in your company (beyond making money). You can share it with your customers, employees, and investors. You might even decide to change your vision over time, but it should always be an important part of your brand.
Using Your Brand's Vision
Having a brand vision is not enough. You must actually use it.
Your vision is a useful tool for ensuring brand consistency, as it provides you with a goal to focus on. Whenever you are designing a new product or deciding whether to consider a merger, you can consult your brand vision for guidance.
This statement will also be useful when building marketing campaigns, as it gives you an idea of what might excite your customers.
Do you already have your brand vision statement? You can create one today!
