Why brands need vision.

Does your brand know where it’s going? More importantly, do you know where you want it to go?

When developing a brand or briefing consultants it’s critical to consider what you want your brand to look like in, say, ten years time. Don’t focus on where you are now.

Where do you hope your business will be? Will it have grown, or relocated? What mix of products or services would you like it to be providing?

What do you think the world will look like – how will your market change? At the top of the list, what will your audience be – will you be selling to just the same people or perhaps a wider market, maybe more international – people who want different things from you.

A brand’s relationship with its audience is primarily an emotional one, so you need to spend some time considering what you want the nature of that relationship to be.

Where’s the brand going – and where are you going?

You also need to consider what your ambitions are for your business. Will it be a lifestyle business or will you be looking to sell? This could have a major impact on how you want your brand to be.

Consideration of your brand vision can be enjoyable and fun. It’s about looking at a big picture and your wishes and desires for that brand. You may be just at the start of that journey and are having to deal with all the day-to-day issues of the business. Taking time out to crystallise your dreams can re-energise you and your budding brand.

The same is true for a brand that’s been around for some time.  Is the vision that existed at the start still there – is it still relevant for today – is it fit for tomorrow?

Practical steps

Take some time out to dream, then write down your vision. Allow your imagination to fly, don’t anchor it down.

Talk to others, discuss your vision. Colleagues may add to and enhance it. The more it is talked about, the more substance it will have and the more likely to be realised.

If you are working with outside consultants or specialists, your vision may be the most useful starting point you can give them, and a benchmark against which to measure results.

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