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Truth! Any well known entrepreneur or startup will have a compelling brand vision statement.
In my experience, they excel with engagement levels well over the norm, and to boot, they have the sales to show for it.
In this blog, I’ll dissect what a brand vision statement is, and how it sets you up for success.
Besides, we’ll explore its significance for businesses of all sizes, from sprawling corporations to budding startups.
So what is a brand vision?
For me, brand vision is your business’s ultimate dream.
It’s the kind where you picture your brand making a mark in the world.
I’d like you to picture a path that leads you to the summit of your industry’s success—this is what a robust brand vision statement does for your company.
It points you towards your future achievements.
This brand vision ties closely with your company’s mission and core values, acting as the guiding star for all your business decisions.
But what does it really do?
Well, a solid brand vision sets the stage for how you want to be seen socially (both internally and externally). It’s about knowing where you’re headed and what you aim to achieve.
What are the three key elements of a powerful brand vision statement?
1. Clarity
It means crafting a brand vision that’s not only simple and straightforward but also deeply resonant.
Your vision statement should guide every decision and align everyone’s efforts towards common goals.
Your company’s purpose, direction, and aspirations are accounted for in a way that’s easy for everyone to grasp.
2. Ambition
A truly effective vision statement is aspirational, so think big.
When read or heard, one is pushed to the boundaries of what’s possible.
It’s about aspiring to achieve more than today’s capabilities and setting sights on new heights.
3. Inspiration
When your team members wake up in the morning, your brand vision should be the spark that ignites their excitement for the day’s challenges.
In turn, when customers read it, they get a spark and feel passion.
Without a doubt, a great vision statement should do more than just inform—it should inspire.
Your step-by-step guide to crafting your brand vision statement
Here’s a laid-back guide to crafting a vision statement that really speaks to who you are:
1. Get to the heart of it
What’s your brand vibe? Dive deep into your values, mission, and what makes you stand out. Think about what sets you apart and where you want to take this.
2. Dream a little (or a Lot)
Imagine the big picture—where do you see your brand in ten years? It’s not just about goals. What’s the impact you want to leave, the legacy?
3. Team talk
Pull everyone into this—yeah, everyone. Your crew, the higher-ups, and hey, even your customers. Get a good mix of ideas.
4. What’s the buzz?
Listen for keywords and phrases that keep popping up. These will help you pinpoint the core of what your brand’s vision should focus on.
5. Draft it
Take those buzzwords and whip up a vision statement that’s short, sweet, and packs a punch. Keep it inspiring and straightforward, no fluff needed.
6. Tweak it:
Pass it around. Get some eyeballs on it—especially from those who know their stuff—and refine it until it’s just right.
7. Does it fit?
Make sure your vision statement lines up with what your brand truly values and aims for. It should help steer all your big decisions.
8. Spread the word
Got it down? Great! Splash it everywhere. It should be the rallying cry that gets everyone fired up.
9. Keep it fresh
Brands evolve, and your vision statement should too. Keep it updated to stay aligned with where you’re headed.
A case study in brand vision: IKEA
The vision: To create a better everyday life for many people
A) Clarity
IKEA’s objective to improve everyday living is so easy to get. Even by my kids.
B) Ambition
The commitment to “a better everyday life” sets a lofty goal. This reflects reflecting a drive to make significant, positive changes in the lives of its customers.
C) Inspiration
The desire for a better living is universal and is at the core of IKEA’s vision. Customers are deeply moved by the idea of improving ordinary experiences. Feelings of promise and optimism are aroused, which is nice.
IKEA here frames itself as more than just a brand but as a collaborator in building a more fulfilling everyday life.
And, who would not want to be part of that?
Final thoughts
Last but not least, having a distinct vision can support business owners in maintaining mission focus and ensuring progress toward their final objective.
This can be particularly helpful when faced with challenges or having to make tough decisions.
Furthermore, teams can prevent themselves from getting distracted. Or worst still demoralized by little setbacks by being reminded of the brand vision.
Remember, a well-articulated brand vision is more than an internal compass.
For those that want a powerful tool to elevate their market presence and drive sales – this is it.
Have you got yours?
If not, I am here to help. Drop me a line or book a free discovery call to start working on your brand vision statement.
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