Vision
What is your brand aiming to achieve?
Look at your completed Worksheet (which will have your input from Step 3) and review what you wrote – does this best capture your Vision?
To remind you here are the guidance notes about writing your Vision:
This is a ‘big idea’ – it is your raison d’être. It will not be easy to get it right immediately but it is the most important element as it will help focus the other elements of the definition. Write down what you think it is.
Then look at it again and ask is that right? Is that what we are trying to do? Keep asking the question why? Is that a big enough idea? Is it comprehensive enough? Keep going until you have an answer that you think is in the right territory.
Now try and write this in as few words as you can. Once you are satisfied that you have the right thought and have written it into a sentence, move on. You can come back and craft the words, what is important is that you get the thought right. The aim is to keep it as succinct as possible – not because it is an externally focused message, that is not its primary function, but because you are less likely to have a focused, clear thought if you write a lot.
Your Vision should be short – ideally less than 15 words.
The strongest brands all start with clarity — regardless of size.
The strongest brands all start with clarity — regardless of size.
