Brand Purpose is not Brand Vision
Let’s break a myth at the outset. Most people, business owners included, confuse ‘Brand Purpose’ with ‘Brand Vision’. They understand ‘Brand Vision’ as the ‘reason for existence’, the ‘why’ of the brand or the company. Well, the ‘Why’ of a brand’s existence is the ‘Brand Purpose’, elaborated in one of our previous blogs. So if the Brand Purpose is the ‘Why’ of the company, what ‘one word’ does Brand Vision represent?
So what is the Brand Vision?
It’s the ‘Where’ of the company. Where does the brand want to go and what it aspires to be in the distant future, which could be 5, 10, 15 or 20 years from today. Here’s another set of posers to help you understand Brand Vision better. If every brand choice you make consistently goes your way, if you keep hitting the mark every time, then where would your brand reach in a few years? What would be the impact of your brand on your industry, how would it affect the society, and what new reality will it manifest? If the brand purpose is the constant motivation behind your actions, the brand vision is that distant, worthy destination and brand strategy is the roadmap for taking the brand there.
How should a vision statement be? It should be big, bold, inspiring and challenging. Achieving the vision should feel daunting and intimidating, and yet it should be possible. Only then the team believes you and buys your vision to feel inspired enough to get up every day and work towards that cause.
Vision keeps you aware of your north
Having this clarity about where you want to take the brand is like the captain of the ship having the mariner’s compass by his side. It doesn’t help you take micro decisions but it stays in the back of the head and keeps you aware of where your north is. So you can reject any decision or action that steers you away from the general direction in which your ship needs to float. Having this clarity helps you think more strategically and take more impactful decisions for your brand.
Contrary to this, the impact of not having a vision about where you want to take your brand was conveyed beautifully by the Cheshire cat in Lewis Carroll’s classic ‘Alice in Wonderland’. Its paraphrased essence goes like this: ‘If you don’t know where you are going, any road will take you there.’
Getting the right inspiration for brand vision
The vision statement is such a critical part of the brand strategy that it helps to take inspiration from the amazing vision statement of some of the most successful and globally renowned companies.