Branding your vision

Brand Vision is what inspires you and your team inside the company you are starting. It keeps you striving even when the financial rewards are not yet available or the product’s is not exactly ready. With companies just starting up, Brand Vision is the difference between success and failure.


Start-ups that have become greatly successful began with a Brand Vision that inspired this cult-like dedication – and expanded on that vision as the company matured. Most startups have a hard time defining a vision because they’ve seen visions from larger companies that seem so abstract. For example, here is a vision statement from a Fortune 500 company that I’ll leave unnamed, “Powered by Innovation, Guided by Integrity, We Help Our Customers Achieve Their Most Challenging Goals.” Generic visions like this don’t inspire or drive action and inevitably get tucked away in an employee’s desk.


We all share a common thread – the innate ability to visualize something that we want. Communicating your vision and your value is essential in building your brand. Without vision, how can you expect your customers, your employEYE2ees, and your shareholders – to be inspired, to work harder, to get your message, to become your biggest advocates? The simple answer is, you can’t.


Vision in brand building is about seeing your brand all the way through from day one. Starting with and continuously nurturing vision, before anything else, gives brand owners power. It is this vision that becomes the core brand idea from which all marketing and brand touch points extend from.


After working with countless businesses, I’ve found they often have one thing in common. Instead of budgeting appropriately and finding the perfect fit from the beginning with an agency, or expert, they opt for cheap alternatives, engaging with those who do not have the skill, or the capability to launch, or reinvent an entire brand across multiple platforms. When they finally realize that they’ve made a mistake, the message is already out and the soul of the company has been lost in translation.


The key to building your brand is in positioning and execution. You can have the greatest vision in the world, but if you do not have a complete identity package that effectively communicates to consumers your core idea, then you have nothing but scattered messaging, confused customers and potential long term damaging effects on business growth. You should be thinking about your brand every conscious moment. Make a commitment to continuously move the brand forward and have the courage to ask for help when you need it.


Successful visions bring a unique perspective and are delivered with enough clarity and conviction to ensure they stick. Without clarity of vision, your company is on a journey with the destination unknown. Instead, every startup that I’ve worked on began with a ‘perspective’ that over time grew into an opportunity, which ultimately translated into a vision.


A perspective faces the realities of a market and defines an audience, problem and customer experience that opens up an opportunity in the market.


What is the importance of developing a vision for my 1st business and how do I go about doing so?

Developing a company vision that inspires and motivates you and your team is the first step to creating a sustainable, high performance business. Creating a vision is about specifying and setting out the direction to which your business is going and making sure that your team subscribe and move in the same direction. ImagePatrol will work with you to develop a vision that works for all the players and how to enroll your team to be passionate about the company vision. Most business failure comes from failure to execute; businesses that can’t ‘walk their talk’. Walking the talk means turning your vision into action. Getting buy-in to your vision, from both customers and employees, is how a valuable brand is created. Brands create perceptions that drive behavior that get results.


Contact ImagePatrol and start the converation. Get your Start-up off the ground with the right foot.