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9 Elements of a Brand Vision

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A brand vision is a statement that paints a picture of the future your brand. This is usually a far out goal that you may never reach that nonetheless makes a statement about your passions as a company. The following are basic properties of a brand vision.


A vision paints a picture of the future.


Complements your mission statement to align to your purpose.


Your brand vision need not be achievable but is more of an aspirational target that serves as a direction and inspiration.


A vision isn’t so aspirational that it is disconnected from the reality of your brand. Make it real.


Ideally, your vision differentiates you from the competition. Unfortunately, many brand visions are bland and cliche.


A vision is meaningful to customers and other stakeholders such as your investors and employees.


Vision statements are very short slogans that are designed first and foremost to be memorable.


Avoid trends and language that is likely to become dated.


Your brand vision communicates your values.
Overview: Brand Vision
A statement about the future of a brand.
Motivating employees and inspiring customers.
Related Techniques


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