Establishing a clear BRAND VISION for your business

A brand is a collection of visual elements, values, feelings, and characteristics you want people to associate with your name and products. Your brand identity encompasses your visual identity as well as your value proposition.

A brand strategy is the plan you have for shaping the consumers perception of your company through different forms of expression. Your branding strategy approach includes developing visuals like a logo, colours, and typography. But it also includes intangibles, such as how you want your customers to feel about your brand or products, brand growth strategies, and the overall impact you want to make in the marketplace.

Brand Vision Metrics

What is the future for your brand? Your brand vision is an aspiration of where you want to be in the future. What do you want consumers to understand about your brand? Having clarity on where you want to go will help you make more meaningful decisions about how you communicate your brand when you know what the end goal is.

Let’s first look at where you are now and where you would like to get to over the next couple of years. Take 5 minutes to fill out the business metrics that are important to your brand. Where do you see yourself in 5 and 10 years in terms of business growth? You are putting down on paper and making your future goals visible to you and your employees.

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Brand Vision Statement

Now we want to turn the above into a statement of intent. You want to capture what you have done above in one sentence. You want to capture where you aspire to be in the future and who/where you plan to make that impact.

Vision Statement template. Writing your Brand Vision Statement. It may take a couple of iterations to get it right. But start now with a draft of your vision statement. What impact do you want to make in either the category that you are planning to operate in or with the customers you are trying to target.

Category Vision Statement Example: Tesla aim to create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles

Customer Vision Statement Example: Nike aim to Bring Inspiration and Innovation to every Athlete* in the world. *if you have a body, you’re an athlete.

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So... Does Your Statement Excite You?

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Brand Vision Metrics

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Brand Vision Statement

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