EVERY BRAND SHOULD START WITH A VISION

Credit by The Book Beloved Brand


A brand vision is the end-in-mind achievement, when you will be fully satisfied. What do you want your brand to become? Think 10 years out: if you became this one thing, you would feel completely satisfied.


Ideally, the vision is little bit qualitative (yet grounded in something); a little bit quantitative (measurable).


A vision should scare you a little, but excite you a lot.


Things that make a good vision:

• Last 5-10 years, paint a picture of where could we be.

• Emotional & motivating for employees to understand & rally around.

• Describe your dream: feel, hear, think, say, do

• Said in plain words. Common phrase within company.

• Balance aspiration (stretch) & reality (achievement)


Watch outs for vision statements:

• Not a positioning statement

• Haven’t achieved it already

• Don’t put strategic statements. Not the “how”

• Single minded. Tighten it.


"If you don't know where you're going, you might not get there" Yogi Berra



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