5 Essential Tips for Crafting an Inspirational Brand Vision

Every business owner, content writer, or marketing guru wants to create a memorable, relatable, and realistic presence for customers.

Developing this sort of influence is no easy feat.

Establishing and captivating an audience is multidimensional–many steps are involved in achieving success. Maintaining a trustworthy identity is great, but you must first set the tone with a brand vision.

With a solid brand vision, you can articulate your mission and future aspirations so audiences know the “why” behind your work.

Let’s explore five ways you can design a brand vision that aligns with your values and resonates with your customers.

What Is a Brand Vision?

A brand vision encompasses your end goals, long-term objectives, and desired impact. This statement lays the foundation for your future and the steps by which you aim to improve the world.

A word to the wise–a brand vision is separate from profit margins and ideals. Instead, define your purpose as an entity, emphasizing a strong focus on customer satisfaction.

Ask yourself, why did you choose this industry? How can you better the lives of your audience? Use these answers to inspire your vision.

Check out these memorable brand vision examples:

Scotts Miracle-Gro: “Helping the world grow a little more extraordinary.”
John Deere: “We run so life can leap forward.”
Better Homes & Garden: “We power your passion to live a better, more beautiful, and colorful life.”
FDA: “Advance regulatory science to speed innovation, improve regulatory decision-making, and get products to people in need.”

Brand Vision Vs. Brand Mission

Your brand mission is your vision’s younger sibling. Your brand vision focuses on the future, while your mission is present-based. Here, you accent your “why” with the “how.”

For example, produce farmers may have a mission statement that explains how their sustainable methods allow them to minimize their environmental impact. Their mission may look like, “By choosing sustainability, we (company) aim to reduce scarcity, energy consumption, and pollution.” A vision would complement this claim by saying, “Combat global pollution by leaving a smaller footprint.”

See how they connect? This union is the backbone of your business.

Brand Vision Vs. Brand Identity

While equally important, your brand identity is very different from your vision. A vision drives your choices, actions, and goals. An identity is how you appear to customers–imagine this term as the face of your business.

A brand identity includes elements like your logo, colors, tone, and voice. With these tools, you cultivate a distinctive and unique image that people associate with you.

But, Why Is Brand Vision Important?

Imagine your brand vision as a detailed, well-planned agenda. One glance provides all the context you need for the next step in your strategy.

So, why is having this premise essential?

Your vision guides you through thick and thin. You can look to your goals during rough spells and revel in your direction when times are good. A vision also differentiates you from the crowd, setting the tone for connection and brand loyalty.

Below is just a snippet of why brand vision is crucial:

Sets the direction for growth: Your brand vision provides the backdrop for your efforts. You can’t plan for the future without knowing where you aim to go.
Shows why you’re different: Customers want to find a brand with which they resonate and connect. They want to know their support is fueling the betterment of the world, not just themselves.
Establishes your audience: Different people look for different things from a company. Your brand vision should target a select group who would benefit most from your services.

Crafting a Memorable Brand Vision

With an understanding of your goals and mission, you can start drafting a brand vision statement that clearly communicates your “why.” Don’t rely solely on a catchy logo or word of mouth to get your point across–use your voice and intent to propel your success.

1. Start With the Basics

You can’t execute your strategy without customer support! You must first write your vision statement to draw attention.

Still, your audience isn’t looking for a lengthy novel. They want a straightforward, condensed, and precise summary of your intentions. Avoid frivolous language and fancy terms to sound “special”–leave the thesaurus on the shelf!

Here is a guideline for creating a purposeful brand vision statement:

Provide clarity: Integrate your core values into your statement. Show how you will solve the problem at hand with actionable steps.
Come from a long-term perspective: Inspire customers to look toward the future of your brand. Will the world be a better place because of you? If so, how?
Keep it simple: Remember, less is more with brand vision statements. Ensure everyone understands your mission and strategy–even if they come from an entirely different background or demographic.

2. Determine Where You Are Right Now

Step back. Reflect on your current standing and use this information to determine realistic goals. You need a Point A before you can start chasing Point B.

What resources do you have readily available? What are your strengths and weaknesses? What areas need improvement?

Use the gaps in your present strategy as a starting position to target with your long-term goals.

3. Create an Action Plan

Developing a roadmap to success comes after self-reflection. Your progress is governed by that agenda we mentioned earlier.

Creating a goal is easy. Execution is another story.

Start by identifying ways to allocate resources to a specific goal objective. Say one of your intentions is to provide access to affordable organic gardening supplies. What steps will you take to solidify transportation to less populated areas? How will you account for inflation? Where does raising brand awareness fit into your model?

Your answers will guide your choices moving forward and establish a practical game plan.

4. Write Your Brand Mission Statement

Your mission must align with your vision. These statements bind together to create an overarching definition of your brand.

As we explained earlier, your mission should offer the background for your long-term goals. Think about your values and how they apply to your operations, and remember to always be honest!

Below are some tips for writing a strong, influential brand mission statement:

Wear your heart on your sleeve: Most customers look for relatable, “human” companies that feel genuine. Appeal to this desire by openly expressing your values and ethics through your mission.
Stay relevant to your brand: A well-crafted mission statement integrates seamlessly into a given field. A farmer may focus on targeting agriculture issues, while a landscaper would address lawn beautification.
Be aspirational: Instill inspiration in your audience. Encourage them to use your product or service to make a difference.
Answer the “how”: Remember, your vision statement is your “why.” A mission establishes the actions you will take to reach this “why.”

5. Learn From Others

Oscar Wilde once said, “Imitation is the sincerest form of flattery.”

Of course, you don’t want to copy or steal a vision from another company. But, you can use successful campaigns as inspiration.

Many brands recraft their visions over the years–observe how they’ve honed their statements and values. How have these changes improved their overall image? Did they experience audience growth or loss as a result of brand shifts?

Don’t forget, there is always room for improvement!

Stick to It!

Creating and executing a brand vision can be a challenge. The business world is always evolving. Sometimes, you may feel like honoring your long-term goals is infeasible when adapting to rapidly shifting market trends and demands.

Still, you’ve come so far! You started your company or website for a reason. Remind yourself of the potential positive impact your brand can have on your audience, and, in the larger sense, future generations. Use your best judgment to cultivate a vision that stands true to the test of time and inspires others to follow your lead.