Cover
Main Photo
Photo by Unsplash

The Brand Vision: The Garage Where It All Begins

Branding I Brand Strategy I Identity I 2023 10 08
AuthorKristina Grybaitė

What do Google, Amazon, Apple, and many other global giants have in common? Apart from being successful companies that change the world market, of course. Well, now when we think about it, there may be more than a few similarities, but the answer we were hoping for was “a garage”.

It’s often said that many successful businesses began their journeys in garages – in founder’s, their families, or the rented ones. Needless to say, if you don’t have a garage, you have to come up with one immediately, or else…

But the truth is, whether the business started in the dorm room, backyard, closet, or garage, it began with someone who had a vision beyond the space they were working from.

And in the realm of branding, the brand vision is the ultimate garage.

A brand’s vision is the spark that ignites the entire brand strategy. It’s the guiding star, the North Pole on the brand’s compass, and the foundation upon which everything else is built. A well-defined brand vision is the essential first step in the journey towards creating a strong and resilient brand identity.

There are a few parts to brand strategy, including:

  • Brand Vision. The brand vision is the cornerstone of the entire brand strategy. It outlines the overarching goal and purpose of the brand, setting the direction for all other elements to follow.
  • Mission. The brand’s mission statement elaborates on how the vision will be achieved. It clarifies the actions and strategies that will be undertaken to fulfill the brand’s purpose.
  • Purpose. Often intertwined with the brand’s mission, the purpose defines why the brand exists beyond making profits. It answers the question, “What positive change does the brand seek to bring to the world?”
  • Positioning. Brand positioning differentiates you from competitors and defines your business in the minds of your target audience. It articulates the unique value and benefits your brand offers.
  • Values. Brand values are the guiding principles that shape the brand’s culture and behavior. They reflect what the brand stands for and what it won’t compromise on.
  • Tagline. A well-crafted tagline captures the essence of the brand concisely and memorably. It serves as a quick identifier and can convey the brand’s promise.
  • Brand Personality. Although it might seem funny at first, but brands, like people, have personalities. It defines the brand’s human traits and characteristics, helping to humanize the brand and make it relatable.
  • Tone of Voice. The tone of voice guides how the brand communicates with its audience. It sets the style and manner of brand communication, ensuring consistency and coherence in every word written or told.

While all these elements are crucial, the brand vision stands out as the first element, telling others what the brand’s future holds.

One key distinction to make is that the brand vision differs from the vision of a business strategy.

The latter primarily focuses on profitability, market share, and financial goals. In contrast, the brand vision centers on the brand essence – the intangible qualities that define what the brand is all about.

Consider a large conglomerate that owns multiple brands. Each of these brands should have its unique soul, its distinct identity, and its compelling story. This is where a brand strategy, driven by a clear brand vision, comes into play. It ensures that each brand under the corporate umbrella has a purpose and a personality of its own.

Creating your own brand vision might be challenging, yet not impossible.

There are different approaches, but one highly effective method is participating in a creative workshop organized by us. We found that personalized creative get-togethers with the client’s team and ours are an equally fun and efficient way to share ideas and find answers to challenging questions. These workshops offer a collaborative environment where you can brainstorm, refine ideas, and harness the collective creativity of both teams.

But if you’re looking for ideas on how to create a brand vision yourself, here’s one you can do with your team. This exercise is one of our favorites. Based on the work of Denise Lee Yohn, published in the Harvard Business Review, the Brand Obituary creative exercise encourages you to imagine your brand’s legacy, reflecting on what it would be remembered for if it ceased to exist. It’s a powerful way to uncover the heart of your brand and what truly matters.

Now breathe in, take a moment, and imagine that you are standing at your company’s grave.

The local newspaper asked each of your team members to craft an obituary to honor your brand’s legacy. Equip your team with blank sheets of paper to write down their version of it. Alternatively, if you’re conducting this exercise online, utilize collaborative tools to facilitate the workshop.

When composing the obituary, ask your team members (and yourself of course) the following questions:

  • How did your brand die?
  • What was highlighted in the eulogy for the brand?
  • How will the customers remember the brand?
  • Who did your brand leave behind?
  • What has it not been able to complete?
  • Who will mourn the loss of your brand, and what will they miss about it?
  • What valuable lessons will be drawn from the brand’s existence?
  • What can be learned in the aftermath of its death?
  • What will replace the brand?

Upon completing this exercise, engage in a discussion about each other’s obituaries to uncover valuable insights about your brand. And if you complete the exercise, please share the insights at hello@andunicorns.lt. We would love to see how your team did.

Creating a brand vision is a significant endeavor, one that can shape the destiny of your brand. It’s the first step in a remarkable journey of growth, innovation, and impact. And if you ever find yourself in need of guidance through that journey, you’ll find us here, writing some brand’s obituary before it is even developed.

Previous
Previous
Next
Next