Future
A vision paints a picture of the future.
Purpose
Complements your mission statement to align to your purpose.
Aspirational
Your brand vision need not be achievable but is more of an aspirational target that serves as a direction and inspiration.
Authenticity
A vision isn’t so aspirational that it is disconnected from the reality of your brand. Make it real.
Differentiation
Ideally, your vision differentiates you from the competition. Unfortunately, many brand visions are bland and cliche.
Relevance
A vision is meaningful to customers and other stakeholders such as your investors and employees.
Concise
Vision statements are very short slogans that are designed first and foremost to be memorable.
Timelessness
Avoid trends and language that is likely to become dated.
Values
Your brand vision communicates your values.
| Overview: Brand Vision | ||
Function | ||
Definition | A statement about the future of a brand. | |
Value | Motivating employees and inspiring customers. | |
Related Techniques | ||
