As an expert in brand strategy and building, I have seen firsthand the importance of having a clear and well-defined brand vision. It serves as the foundation for all branding efforts and greatly influences the success of a brand. In fact, in my book, 20 Principles of Branding, seven of the principles focus on understanding and developing a strong brand identity. A brand identity is essentially an articulated description of the image that a brand aspires to project and what it represents to both customers and employees. It is made up of six to 12 vision elements, as most brands cannot be defined by a single thought or phrase.
These elements are prioritized into two or five central vision elements, which are the most convincing and differentiating, and the remaining elements are known as extended vision elements. The selection of these elements is crucial and should be based on the relevant dimensions for the specific market, strategy, competition, customers, organization, and brand. For example, organizational values and programs may be important for service and B2B companies, while innovation may be a key element for high-tech brands. The dimensions used will vary depending on the context. However, there are times when trying to define a brand essence can actually hinder its success. For instance, Mobil (now ExxonMobil) had leadership, partnership, and trust as fundamental elements of its brand vision.
In this case, imposing an essence on the brand would have been uncomfortable and potentially damaging. In such situations, it is best to focus on the fundamental elements of the vision instead.
Vision Statement
A vision statement is a powerful tool that helps guide a brand towards its goals and objectives. It answers important questions such as what the brand wants to achieve, what its core values are, and how it will reflect these values. A well-crafted vision statement not only provides focus and motivation for the team, but it also helps to build trust with customers, which in turn leads to sales and repeat loyalty. When it comes to building a brand, having a clear vision, mission, and values is crucial for long-term success.These elements serve as the pillars of a brand's identity and guide its actions and decisions. Take Thankyou, for example. By sharing the fundamentals of their business on social media, they have built a community of nearly 100,000 people who believe in their vision. The purpose of a brand goes beyond just selling products or services. It is about making a positive impact and creating a better future.
This is what makes work exciting and fulfilling – knowing that your brand has the potential to achieve its vision and mission.
Building a Brand
As an entrepreneur, building a brand can be a daunting task. That's why we at Noissue have created a series to help you hone your creative side and establish the pillars of your brand identity. While most brands have some dimensions that need improvement in order to compete, it is also important to add new dimensions to create new growth platforms. Your brand vision must align with your business strategy, differentiate you from the competition, motivate your staff, capture the attention of consumers, and guide your brand towards its objectives. It is important to regularly refer back to your vision statement to evaluate if you are creating the desired brand experience and if it is still relevant. Howard Schultz, CEO of Starbucks, once said: “If people believe they share values with a company, they will remain loyal to the brand.” And he's absolutely right.A strong brand vision helps your audience understand the values behind your brand and emotionally engage with it on a deeper level. It is crucial for the team behind the brand to have a clear and detailed forecast of its future. This includes having a vision for the next 10 years and beyond. Communicating your vision, mission, and values to all employees, contractors, and collaborators ensures that everyone is on the same page and working towards the same objectives in line with your brand culture.
Developing Your Brand
The first step in creating effective marketing and sales strategies is developing your brand. This involves defining the values that your organization stands for, as they serve as guidelines for the type of behavior that sets your company apart in the market.These values also allow customers to instantly understand what your brand promises. Clearly communicating your purpose to your audience helps them understand what your brand is about, feel connected to you, and support you. This is why having a strong brand vision is essential for long-term success.
