Most businesses use branding as a cornerstone of their marketing strategies. Big companies like Apple, Honda, and Dell rely heavily on a solid brand to generate customer interest. This article explains what is brand vision and why every business needs one.
What is Brand Vision?
A brand vision determines the direction of your business and what you want to achieve. It shares information on specific goals and services and serves as the guiding principle for the company. Essentially, it explains why your organization exists, and how you plan to evolve.
According to these Harvard studies, companies with a clear vision statement experience four times more growth than their counterparts. It’s possible to start a business without a brand vision. However, doing so makes it challenging to define your purpose and establish a solid social presence.
Importance of Brand Vision
A brand vision aims to help customers identify with a business that has a mission they support. It is vital in establishing customer relationships and helps turn a paying customer into a loyal customer.
A vision statement also provides your teams with purpose and explains why their work is meaningful. It is the foundation of employee core values and conduct and influences how people look, feel, and think about your brand.
It also serves as the key template for all brand-related marketing efforts.
The modern customer needs more than a product. They want a story behind it and understand that their money is similar to a vote of confidence. People want to support a brand that they can relate to.
In the past, brands avoided taking controversial postures in politics and other sensitive subjects. Today, people are more particular with brands that align with their values more closely.
How to Write a Brand Vision
Here are some things to consider when writing your brand vision.
Understand Your Industry
You need to understand the industry you compete in. Each sector has a unique customer base that has particular expectations and interests.
Big cosmetics corporations like L’Oréal, Maybelline, and Clinique are successful because their brands relate to the culture their customers belong to.
You can identify your target market by identifying your target industry. It allows you to come up with effective content marketing strategies.
Focus on the Future
A vision statement should set the long-term impact you hope to achieve. It entails that you should be ambitious and optimistic, and that you mean to strive for a better world.
Lean towards great things that your company wants to accomplish. Your vision should inspire and encourage innovation because it should share the tone and direction of your company’s efforts clearly.
Say Something Powerful About Your Business
Almost every business focuses on creating a unique brand identity. They try to develop a brand image to make customers love their products.
Your vision statement should tell a story about what, why, and how you want to change the world. A well-written vision statement will include your company’s goals and establish its place in the market.
Try to use a powerful experience as the focal point of your decision to build your business and let your words flow freely.
Keep Your Words Short and Simple
It can be tempting to publish a long text that explains your work. You have to consider not all people have the time or patience to read walls of text.
The simple language will help convey your ideas better and make it easy for customers to connect with your brand. It’s important to ensure that you’re able to deliver your message as intended. Focus on the things you want your audience to know and find a way to state it clearly.
Try to take inspiration from these vision statement examples:
- “To live in a healthy, honest, and supportive world.” (Core Foods)
- “To create a better everyday life for the many people. (IKEA)
The Bottom Line
A vision statement is more than just a random sentence. It’s what helps businesses build relationships with the right people. It can also help lead major company decisions and influence how a business operates.
Writing a vision statement is a skill that every founder and business owner needs to learn. It is an essential element in any new business because it describes where you want to be one day.
To stand out from the competition, follow these simple tips for writing a vision and mission statement.
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