Your brand vision or knowing how your business will make a difference in the world should be what gets you out of bed in the morning.
Perhaps you think that is too grandiose an aspiration for a company of your sizde, but you set up in business for a reason. That reason usually involves serving a particular audience and wanting to make a difference in their lives.
This is your brand vision – a statement of how you will make a difference in the world. This is what provides the direction for your business. It encompasses your values and your purpose.
If you are a small business, you might think this is irrelevant and something that only bigger companies need to worry about. Not true. Whether you are a sole trader or a multinational, it helps to have a clear brand vision that shapes what you do and defines why and how you do it.
My brand vision
For my company, JP Writing Services, my brand vision is to ‘help companies gain more visibility by writing compelling content that meets their business objectives.’
It is a simple vision. It won’t bring about world peace, end poverty or fight climate change, but if the people I work with learn to communicate more effectively, it might enable them to do so!
I seek to achieve my vision by offering three services; advising companies on how to communicate, giving people the skills to communicate more effectively or writing content for clients.
Once you know where you are heading, you can determine how you will get there. Shaping the way you run your business will be your values. The closer you align your business to your personal values, the better you will feel and the more productive you will be.
My brand values
My values are:
– Sense of challenge
They inform everything I do. They are how I would want others to think of me, and they are the values I look for in the clients with whom I work.
The more your business is in harmony with your brand values, the better you will feel and the more successful you will be. If you have ever had the unfortunate experience of working with people who do not share your values, you will have noticed how unhappy it makes you. They drain your energy. You are constantly clashing and have different views on how to get the job done. If money drives your colleagues and you are more concerned about reducing waste, you will have a different approach to doing business.
As you face the year ahead, take a moment to consider your brand vision and make sure you clearly understand what difference your business is making in the world. Then consider your values and whether they align with your business or career.
Capturing your brand vision and values
Your brand is so much more than your logo and colour scheme. However, your corporate identity is the outward display of what your company stands for. Therefore, your logo and all your marketing need to reflect your vision and values. This is particularly important in the way that you write. Your tone of voice needs to reflect your brand. If you are a young, quirky brand then your copy needs to use slang, contractions and emojis. If you are the opposite, and want to portray and image of professionalism and stature then you will reject such things and opt for more formal language. Read more about this in my article about brand tone of voice.
Keeping everyone on the same page
In companies with many employees, the brand vision is what helps keep everyone focused in the same direction. If every member of staff has a clear understanding of the company’s values, the environment in which the company is operating, and what the business is seeking to achieve, they know how to behave and how to contribute to the goals of the organisation.
Have you got a clear understanding of your brand vision and values? An easy exercise that can help to give you clarity is to ask yourself a series of ‘so what’ questions. Start by asking yourself (and your staff) what your brand aims to achieve. Then ask ‘so what?’ After four or five rounds you will get to the nub of the issue that you are there to solve. Once you have identified your true vision, you can then use that to inform your marketing message.
Your brand vision should direct every aspect of your business. If you would like help in working out your brand vision, book a call and I will help you gain clarity on your vision and values and how to use them to brand your business.