How to write brand vision?

How to write brand vision?

What is vision? Desire ideal.

What is the brand vision? Inform consumers, employees, and partners where your brand will go in the future.

If the brand mission answers "what can we do", then the brand vision answers "what do we want to be?"

1. Balance "lofty aspirations" and "concrete implementation" ”

Brand vision is to outline the future posture of brand development, so it is absolutely necessary to take a long-term view and have high aspirations, but in the expression, creation must also be based on the actual situation of the brand.

For example, for a newly established furniture store in XX City, its vision can be to "become a nationally renowned furniture store." This blueprint is ambitious enough, but if it is directly copied as a vision, it will appear empty and lacking. Actual directionality.

At this time, you can make the implementation concrete, for example, thinking about "Which of your advantages can make the brand become a nationally famous furniture store?" "

You can greatly highlight the advantages of a certain aspect of the brand -

If you have a complete range of furniture, you can change it to "become the most comprehensive furniture chain in China";

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If your service quality is excellent, you can change it to "Become a national home experience leader", which is more impressive.

2. Update with the growth of the brand and the development of the times

Brand vision should not be achieved in one go, but should be optimized and upgraded in stages.

For example, Boeing's brand vision in 1950 was to "bring the world into the jet age"; By 2020, Boeing's latest brand vision will focus on its responsibility in "promoting the safety, environmental protection and sustainable development of aerospace business"

So in creation, we should think and grasp the context of the times. Brand and market development trends make the brand vision more in line with the times and itself

3. Understand consumer expectations and exceed consumer expectations

When planning the brand vision, study consumption. Consumer psychology can effectively integrate the overall brand plan, but if the brand vision is formulated based solely on consumer expectations, it will lack a certain degree of foresight.

Most of what consumers expect is immediate needs, while brand vision is long-term. Strategy, so we must have an insight into consumer psychology and be higher than consumer expectations in order to create a broad brand vision.

Four. Refining the writing style to express the same expectations

Similar to the brand mission, after determining the theme and ideas of the brand vision, it must be summarized in a concise language in the form of a slogan (slogan), so that it can be easily disseminated.

An excellent brand vision is the future of the brand itself. The blueprint is also the ultimate goal of all employees, and even the common wish of brand fans.

By formulating a reasonable brand vision, the future development trend of the brand can be further clarified. With this "fixing star". "Only in this way can we remain calm and calm in the treacherous business world.