Writing a brand vision statement, in its most basic form, begins with knowing and identifying your organisation.
No business can thrive without a strong identity in a world where people are looking for greater, more real ties with their favourite organisations.
While your tone of voice, personality, and marketing media will all contribute to your brand, the “story” of your company will play a role as well.
A brand vision essentially goes beyond your company’s unique selling point and other features that set it apart in the industry and asks, “Why do you exist?”
While different companies will create their brand vision statements in different ways, there are a few universal characteristics that apply to almost any vision.
A vision statement needs to be business-specific
You may find it helpful to refer back to some of your other business statements when crafting your vision statement.
For example, your mission statement should describe your company’s objective as well as the strategies you aim to use to achieve success.
Write some notes outlining exactly what your organisation does, using your mission statement, brand story, and values as guides.
Remember to focus on “output” rather than “input.”
Microsoft, for example, famously wished to place a computer on every desk in the world.
While Microsoft’s core business is computer manufacturing, its vision is focused on the end result: a more empowered world.
Define your contribution
Any computer corporation may make more technology available to the world.
The key to creating a truly strong brand vision statement is determining what sets you apart.
This should be made easier by your unique selling point.
Examine what you believe to be the most important aspects of your business in terms of distinctiveness.
For example, do you prioritise customer service above everything else?
Are you the most inventive company in your field?
Using your unique market position, jot down a few items on your vision statement template about what makes your company unique, and consider how you might incorporate those things into your brand vision statement.
Outline your core values
Once you’ve chosen what you have to offer the world and how you’re going to achieve your goals in a more unique way, you can start thinking about how you can include your company’s core values into your brand vision statement.
Learning how to construct a brand vision statement requires you to think about not only why your company exists, but also why it is better to your competition.
Your business’s beliefs should drive practically every aspect of your identity, from your company name to the design of your brand logo.
Your values may include things like honesty, integrity, and sustainability, depending on what you intend to achieve with your company.
Consider how you’re applying your values to help you achieve your organisational goals.
Think about the future
Finally, keep in mind that a vision statement is not meant to be used in the present.
Anyone can tell you what your company is currently doing.
Your brand vision statement is your future road map.
It’s there to inspire your employees, motivate your consumers, and remind you of your goals for the next five, ten, or fifteen years.
You can ensure that your brand vision statement is focused on the future by answering the following questions:
- What will our company look like at that time?
- Are we still interested in doing the same things?
- What will your company have completed by the deadline you’ve set?
Once you have an idea of your future, you can adjust your vision statement accordingly.
Your brand vision statement should be:
- Inspiring: A excellent vision statement inspires and moves the people that interact with your brand.
It motivates your personnel to do a better job and assists in transforming your customers into brand advocates.
- Challenging: If something already exists, it isn’t a vision.
Your statement should be aspirational, forcing your company to challenge itself every day.
Your vision should not be an easy goal, but it should also not be impossible.
- Achievable: People aren’t interested in things that seem unachievable.
There’s nothing wrong with having ambitious goals, but they can’t be so far-fetched that they’re always out of reach.
It’s not a bad thing to aspire to be the top gluten-free bakery in New Zealand.
Being the best bakery in the world, on the other hand, may be a touch exaggerated.
- Collective: Learning how to produce a brand vision statement should not be limited to a company’s top executives.
Your vision should be something you can discuss with everyone in your organisation, regardless of their position in the corporate structure. If everyone is working towards the same goal, you will have a far better chance of success.
- Clear: The finest vision statements are always written in simple, straightforward language that everybody can understand.
This includes avoiding “kitchen sink” statements that are meant to appeal to everyone and everything, as well as avoiding jargon or technical words.