Your Vision Statement And How to Define Your Brand

10 Sep Defining Your Vision Statement

Posted at 16:27h

What does a vision statement entail? And how do you envision your future?

Defining your vision gives you a visual and even sense of direction. It allows you to create a clear path that directs you towards a goal.

Remember: If you don’t know where you’re headed, how will you get there?

Vision, motivation, and a clear idea of your goals and future accomplishments are the motivating factors that will guide you down your path.

In fact, vision can be the single most motivating factor in your path to success.

As Ralph Lauren put it: “A leader has the vision and conviction that a dream can be achieved. He inspires the power and energy to get it done.”

This is the secret behind the success of many visionary leaders and entrepreneurs. Having the energy, knowledge, and determination are the guiding lights on the path to success (to learn more about how to position your brand for success, click here).

Your Statement is Larger Than You

A vision cannot just be visible to you. Remember: your vision is bigger than you. It encompasses more than just your imagination, but rather the understanding that to achieve a higher goal, you need to look at the bigger picture.

When an idea affects and inspires a group, the idea becomes closer to reality.

Dr. Henry Kissinger, influential diplomat and Nobel Prize laureate, was right when he said: “leaders must invoke an alchemy of great vision”.

Those who lead an enterprise see the bigger picture and acknowledge that to achieve their goals, they may not be able to do it on their own.

They are able to make their teams, partners, or networks see their vision.

Leaders believe it when they see it. Their knowledge and sheer confidence in their goals are how they get others on board.

You Own Your Vision Statement

Being preoccupied with competitors paralyzes a company’s vision, often even before it enters a particular market.

Stop looking to your left and right. Stop copying and competing. Start focusing and creating.

When backed by a long-term vision, traditional market boundaries can be more easily challenged. This allows new pathways to be discovered.

Technology (digital technology in particular) opens us up to new possibilities as long as it is coherent with the vision. In other words, they are not the ends but only the means.

If purpose is why you do what you do, vision is where you are going, and the brand is an expression of who you are.

A vision does not describe how to achieve something. That is a mission.

What makes a good vision statement?

Here are the key ingredients to a great vision statement:

  • Keep it short and simple
  • Be clear and specific to your business
  • Be ambitious
  • Be motivating

How to create a good vision statement in 6 Steps:

  1. Project five to 10 years into the future.
  2. Dream big and focus on success
  3. Use the present tense
  4. Use clear, concise, jargon-free language
  5. Infuse it with passion and make it inspiring
  6. Align it with your business values and goals

You should not be crafting a vision statement merely to put it on the ‘mission/vision’ section of your website.

Your vision statement needs to be present beyond the website.

How do you put that vision into practice at every level of your organization?

The real power of a vision statement is revealed when it is actually lived throughout your organization and most of all by you. A real vision guides the decision making in your day-to-day works.

“If you have a strong vision your management decisions are almost obvious.”
– Patrick Thomas, former CEO of Hermès.

Here’s an example:

Your Vision Statement And How to Define Your Brand

Patagonia is a company that goes beyond words on areas including mission, vision, values, and core purpose.

Patagonia’s ecosystem is synonymous with an organizational culture that actually lives these values.

Their ecosystem wills their vision into existence.

Other examples of vision-driven companies include:

1. Tesla:

“To accelerate the world’s transition to sustainable energy.”

2. Ford:

“People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership”

3. Nike:

“Bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)”

4. Disney:

“To make people happy”

5. IKEA:

“Our vision is to create a better everyday life for many people.”

A vision’ generally reaches for the stars. This is a great starting point.

Think big and outside of the box. Always look at the bigger picture.

Think of NASA’s vision back in the 1960s of ‘Putting a man on the moon.’

It clearly states the ambition – but it does not say how to achieve it, let alone ‘why’ we should put a man on the moon.

That comes later on.

Contact me today at [email protected]. Let’s make your vision a reality.

To learn more, use the Guiding Purpose Strategy Framework. You can also learn more about how to create a great vision statement here.

If you want to learn more about how to create a brand, sign up for one of the specialty courses by clicking here.

If you are interested in learning more about how to grow your brand, have a look at these articles as well:

How to Design the Perfect Customer Journey
The 5 Principles of Every Successful Brand
Marketing for Entrepreneurs