Why an Outstanding Brand Starts With Your Vision Statement

by | Dec 20, 2017

Many people think that having a logo and a color palette is the same thing as having a brand, but this assumption can’t be further from the truth. While your logo certainly begins defining a visible presence for your brand, the true foundations of your brand are something you can’t see at all. Powerful brands don’t start with a logo – they start with a vision.

“Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion.”
– Jack Welch

Why is a vision so powerful? Your vision will become the driving force behind everything you do in your business. If you have the wrong vision, it will naturally steer you in the wrong direction. Leveraging the right vision as a roadmap for your business is the key to creating a sustainable and outstanding brand.

Despite having a vision statement for your business being such an important stepping stone for your brand, most entrepreneurs don’t know how to start creating it. It can help first to explain in plain terms what your vision for your business entails.

Simply put, a great business vision describes a clear, yet imaginative picture of what you aspire to achieve with your business in the future. In order for your vision to actually be be meaningful and helpful, it should be short and specific— usually only one sentence or a handful of the right words is all you need!

Unlike a mission statement, your vision statement should NOT be focused on the ‘How‘ but rather on the ‘What‘ and the ‘Why‘ of your business. It should be inspiring, bold and compelling. You’ll know you’ve written it correctly if it makes you feel all warm and fuzzy about the possibility of fulfilling it!

Related Post: Branding Your Small Business: A Foundation Checklist

Inspiring Vision Statement Examples

Here are a handful of great examples of vision statements from popular brands and companies:

“Imagine a world in which every single person is given free access to the sum of all human knowledge.” – Wikipedia

“To build a place where people can come to find and discover anything they might want to buy online.” – Amazon

“A world where everyone has a decent place to live.” – Habitat for Humanity

“Capture and Share the World’s Moments.” – Instagram

“To put joy in kids’ hearts and a smile on parents’ faces.” – Toys ‘R’ Us

Envisioning the Future of Your Business

Are you excited to create your vision statement yet? If you’re still struggling on where to start with writing, one of my favorite exercises to help entrepreneurs develop their visions for their business is to first identify 3-5 aspirational adjectives or attributes about their brand. Once you have pinpointed these, you’ll have a more clear direction of how your see your business and brand existing in the future. Here are some great words to help you get started:

Adventurous
Aggressive
Analytical
Artistic
Austere
Bold
Cheeky
Complex
Crafted
Curious
Dynamic
Emotional
Enchanting
Energetic
Everyday
Experimental
Flirty
Focused
Fun
Geeky
Glamorous
Graceful
Ground-breaking
Humble
Industrial
Imaginative
Innovative
Intuitive
Inviting
Lush
Modern
Momentous
Niche
Nostalgic
Nuanced
Organic
Opinionated
Optimistic
Practical
Progressive
Playful
Quiet
Radical
Rational
Refined
Refreshing
Relatable
Reliable
Revolutionary
Rebellious
Serious
Simple
Sophisticated
Standardized
Stimulating
Subtle
Surprising
Technical
Timeless
Traditional
Versatile
Vibrant
Vintage

While you don’t have to use these exact words in your vision, you can use them to help you get closer to your final written statement if you’re having trouble finding a place to start.

Related Post: 5 Smart Tips for Branding Your Startup Business

Finalizing Your Vision Statement

Once you’ve written your statement, share it with your colleagues, friends and family to get their feedback. Also, don’t be afraid to tweak and change your vision statement as time passes and your business goals change. After all, over time, you may achieve your vision and want to create an even bigger dream for your business to pursue!

What aspirational words would you use to describe your business? Have you already written your vision statement? I’d love to see it in the comments! Or reach out to K Design Co. for more advice on Business and Branding.

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ABOUT THE AUTHOR

Kristin Pruis

Brand Strategist & Design Consultant

I specialize in helping entrepreneurs and business owners bring their passions and dreams to life through branding strategy and design. While I have vast experience working with companies, agencies and organizations of all sizes, I especially enjoy working with female entrepreneurs and women-owned businesses. It’s my privilege to work alongside business owners as they launch, grow and maintain their business’ brands. I’d love to have the opportunity to help you with your needs as well whether that be branding, logo design, web design or something else. Let’s chat!

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2 Comments

  1. Nat, Website Superhero

    Love that you included examples of vision statements and words to use in our vision statement!

    • Kristin Pruis

      Thank You, Natalia 🙂

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