By Quantal Langford, Langfordesign
Developing a mission and purpose for your brand is what connects your brand to your audience emotionally. When your brand vision is concise, it allows you to communicate what your brand represents and how you wish to be perceived to your audience. It builds brand trust and loyalty. When that bond is sealed, through a strong inner vision of your brand, you build a tribe of followers that will buy your products and services, share your social media content and become advocates of your brand.
Your brand vision shouldn’t be confined to various taglines and slogans. How do you see your brand evolving in the next 5 to 10 years? Your vision should be expansive enough to reflect a company’s future growth and what the company could become. Your vision should be aspirational, to connect with employees, management, and leadership and allow the vision to encompass each individual within the company. From hundreds of employees to an employee of one, allow the brand vision to be organic, flexible and adaptable to brand strategists, marketing, creative, and leadership.
The biggest gripe, I’ve encountered with clients, is the ability to be flexible with their brand identity and marketing. The ability for your branding to be flexible (slogans, color palette, imagery, graphic assets) has to come from the larger vision of your company, athletic team, or organization.
The more flexibility you have,from the inner core of your vision, it will reflect in your physical branding. You will be able to use various imagery, colors, responsive logos, communication and marketing and not feel like it’s “off brand.” With a larger vision for your brand, you can reach and connect to new audiences who may not have been aware of your brand at first.
I’m personally passionate about brand vision. This aspect of your branding is invisible, inspiring, purpose driven, expansive and can resonate with a company internally and externally. This is the source of energy for any brand. Even with large brands like Apple or Disney, their vision is based on encompassing the hearts and minds of employees and customers. From their design and branding to their communication, positioning, and brand experience. They constantly seek to reach new markets based on the purpose and energy of their own unique vision.
So what’s the vision of your brand? What markets do you see your brand resonating with in the next 5-10 years? Is your vision big enough to connect with your audience and employees? Is it adaptable enough to allow flexibility in your branding and marketing?
When your brand vision is clear, and you can communicate the vision to leadership, management, employees, and your customers. You start to grow an organic brand that creates it’s own unique story amidst competition, thrives though economies, and creates emotional rapport within the ecosystem of your business, team or organization.
Comment below or email me at firstname.lastname@example.org and let’s talk about the vision of your brand.