What is a brand vision?

Vision is the “where" of the equation: It’s where you want to go.

It’s a specific and tangible end destination that focuses solely on the future that you are building.

A brand's vision portrays this by outlining the future position of the marketplace. It reflects and supports the business strategy: It's the promised land. An essential and pivotal role in every story.

Key characteristics of a brand vision:

• Dream big. A vision statement should be ambitious, yet understandable (it's got to appeal to people outside of the sustainability bubble)

• Short and sweet. Less is more with a vision statement.

• Future tense: The state of the world you're working towards

• Collective. It doesn't have to be achievable by your company alone, it should however entice your audience to join you on your journey towards Planet B.

How to write a strong brand vision?

A strong brand vision clearly shows what the status quo is and what future you’re building.

Start by writing down the two things below.

• What is the status quo (Planet A)

• Where does the customer want to go (Planet B)

What is the benefit of a strong vision?

A strong brand vision will show potential customers and investors where you're heading and at the same time, outline the challenges with the status quo.