The power of a vision
A compelling vision is one of the most powerful elements of your brand. This isn’t just my opinion – it’s something that is widely recognised in the business world. And since starting Brand by Me, I’ve been working with my clients (both businesses and individuals) to develop strong visions as part of a brand strategy framework. And I’ve really seen the difference that it makes.
First, let me share my definition of vision.
It’s really simple. It’s what the future looks like if you are truly living your purpose (which is why you exist).
There are lots of great quotes out there from very famous and successful people on the importance of having vision. The founder of one of my favourite ad agencies (and where I worked for a number of years), Leo Burnett apparently said
That’s why businesses need an inspiring vision.
A good vision provides a clear and aspirational direction for future activity and plans. It brings staff together around a shared picture of success. It inspires clients and customers because they know you’re in it for the long term (and what that might look like). It will help you attract the people and resources you need to make your future happen. And ultimately, it stops you grabbing mud on a daily basis. (Because none of us want that).
I strongly believe in the power of visions on a personal level.
Whether it’s a vision for your career, your relationships or a broader vision for your life, I do think it’s useful to spend time thinking about your vision. For many of the same reasons as above i.e. clear future direction, attracting what you need to make it happen and providing inspiration.
For me, the most powerful thing about having a clear vision has been that it pulls me in the direction I want to go.
And it’s stopped me getting derailed or getting lost in the weeds (where actually it’s a lot easier to come up with the handfuls of mud that Mr Burnett mentions). Well, it stopped me getting totally lost or spending ages going down the wrong path. I am human, after all.
There is one thing you must do in order to create a strong vision. You have to define your purpose.
Without this, I don’t think it’s possible to create a vision (or at least a meaningful one). It’s not enough for your vision to describe what the world will look like, or what you want to achieve. You need to be crystal clear on why you exist, the purpose that drives everything you do. And articulating what the future will look like if you’re truly living your purpose is what makes your vision so powerful (especially when it comes to developing your brand). Why?
Because having a clear vision will give you the inspiration to keep delivering to it.
As a wise person once put it
“Vision with action can change the world”
Want to find out how to develop a vision as part of your business or personal brand strategy? Do get in touch!
