A brand vision is a goal which you can work towards as a business, outlining an objective to reach in the future. This also gives meaning to employees’ roles and creates a team atmosphere which drives success. It is something you are aiming towards, making you seem ambitious to all who come across your brand, making you desirable to work for, as well as looking desirable to customers. There doesn’t have to be a specific time frame on these objectives, with the main purpose of this being something to work towards.
Companies have varying brand visions, for example;
Facebook’s is “People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.”
Apple’s brand vision is “We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating.”
These two visions are very different, yet each gives a purpose for the company which creates a community of consumers, as well as motivating employees to help reach these visions.
Brand vision creates a focus, a sense of belonging, and also a feeling of responsibility to achieve these visions. These visions may change as companies grow and meet their previous objectives, and should be designed to challenge you. When a brand vision is created, it can create a sense of achievement as you get closer towards it.
Don’t rush into creating a brand vision, as it may take time to understand the most important aspects of your business. Speak to members of your team, weigh up your objectives and make sure it’s something you can see small areas of progression in, as well as something which will inspire members of the team.
Another vital aspect of creating a brand vision is ensuring the necessary teams truly believe in it. Without a team which believes in working towards this vision and sharing it with others, it won’t benefit your business.
A clear brand vision will work to make a brand more desirable, as customers and your target market will resonate with this vision and look to become involved. A well designed brand vision will inspire those in every area of the business, bringing employees closer together while presenting the company as forward-thinking and aspirational.