Your brand is more than just a label. It is the heart of your business. It is what sets you apart from competitors and inspires customers to become loyal fans of your company. The vision that you have for the company is what helps to create your brand. When you are crafting the vision for your business, you are tapping into the desires you have for the future of your brand. This is what draws your potential customers in. You need to appeal to them with the Why.
The vision statement that you created for your company helps people to see what it is that you want to achieve with your business:
We want to bring affordable organic food to the convenience market …
To really appeal to your target market, you need to tell them why that vision is an important part of what your brand means.
… Because we believe that everyone deserves a healthy meal, even (and especially) those who are on a budget and short on time.
To start creating a compelling brand, you need a story. Go to the root of the Why. Tell people what sparked that initial vision for your company and put you into motion. What inspired you to take the step and create this brand, and where are you taking it in the future?
Bringing this vision to life can take weeks, months, and even years. The size of your vision and the work you put into it determines how long it can take before that vision is fully realized. This is not something that needs to be done alone. Work together with the people who are invested in the success of your vision, like family, friends, and employees.
Here are the things you need to do to get your vision statement clear and then work it into developing your brand.
- Write it down! Don’t let your vision sit in your head. Get it on paper and put it out there where it can serve as a visual reminder to you and anyone else.
- Spread the word. A vision statement is not something you keep to yourself. Share it with your friends, neighbors, and clients.
- Create a story. You want people to really feel what it is you are trying to create with your vision. This is where the Why comes in. Create a compelling story that tells your audience why they should be excited about your brand and make them want to be a part of it.
- Find your brand champions. As your vision and brand starts to inspire others, they will become your biggest champions for your brand. They feel a connection with your story and they want to share it with the people they know. These people are the most powerful tool for a brand, so do what you can to draw them in.
- Deliver on that vision. Always follow through. You’ve gotten so many people behind your brand, excited for the vision that you have. Stay the course, create an operational plan, get the funds, and bring in the right team and work to bring that vision to life.
A solid brand starts with your vision. Even as the vision for your company changes shape as you accomplish goals, the message that comes from your branding remains the same.
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