Key Elements to a Brand Vision Statement + Best Examples

Creating the perfect brand vision statement can seem like an incredibly overwhelming task, but it doesn’t need to be. This guide will help you share with the world your brand’s goals for the future and how you intend to get there.

Updated: November 18, 2021
Key Elements to a Brand Vision Statement + Best Examples

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Your brand is so much more than your company. 

Although your company provides a product or service to customers, it is the brand that helps form an emotional connection with customers through the values you create.

It is the brand that builds the relationship between company and consumer.

If you want to develop a strong connection with your customers that goes beyond your products or services, packaging, and prices, you will need to dig deep into your digital marketing campaign and take a hard look at your brand vision statement.

Your brand vision helps to create the human side of your business and gives the world a glimpse of who you really are and where you are going in the world.

It essentially helps customers remain loyal to you because of your aspirations.

If you’re ready to learn more about brand vision statements, including why they’re important and how to create one, let’s get started!

    What Is a Brand Vision Statement?

    A brand vision statement is a one-liner (think of a tweet in a sense) that clearly defines the purpose behind a brand’s existence. 

    It is a look into the future of where you want to go with your company and brand.

    Brand vision statements are designed to improve or change the world in one way or another. They are often big and bold, but they are also accessible.

    There is a good chance that your vision statement will change over time, especially as your company grows and your brand achieves its goals and visions.

    It is at this point that a new vision statement needs to be developed so you can continue to push your brand forward and remain relevant in the industry.

    Why Is Brand Vision Important for Business?

    First and foremost, identifying a brand vision helps solidify your brand strategy and the building of your brand. 

    You can’t build your brand if you don’t know what you want to build.

    Basically, your brand vision serves as the framework of your brand, as it supports your overall business strategy, helps set you apart from the competition, inspires your employees, stimulates your marketing campaigns, and much more.

    Further, a strong brand vision statement can help attract the right employees to your company. 

    Rather than hiring employees who are not interested in the same things as you are, you can use the vision statement to find like-minded individuals who are interested in working towards the same goals and inspirations.

    Research has shown that companies who develop a brand vision statement are able to grow four times quicker than other businesses. 

    And we all know that business growth is a priority for all companies.

    3 Things You Need to Know to Create a Great Brand Vision Statement

    Here are a few things you need to know as you move forward with creating an effective brand vision statement.

    1. Why Does Your Company Exist?

    Before you can get too deep into developing a vision statement, you must understand your company and why it exists. 

    You need to know where you want to take your company in the future.

    Your vision statement must be specific to your business, and because of this, you may want to consider using some of your other business documents, such as your mission statement and marketing materials, to help guide you in the creation of your vision statement.

    Think about how you want to be different from your competitors and what you want to offer as a company. 

    For instance, you may want to offer competitive prices yet still make a decent profit. Alternatively, you may want to sell the most affordable eco-friendly products in the country.

    2. Identify Your Hopes and Aspirations

    It is important that you identify what it is you are hoping to achieve in the future with your company. 

    What are your hopes, dreams, and aspirations for your brand?

    Think about the following questions as you are trying to identify your hopes and aspirations for your brand:

    • What kind of change or impact do you want to make or have on the world? Remember, your brand exists for a reason, and you ultimately want to leave the world a different and better place than it was prior to your products or services entering the market.
    • Why do you feel passionate about your company and brand? What is it that makes you want to get up in the morning and do what you do?
    • What benefits do your products or services offer to customers and possibly even to your employees? You may want to consider the benefits that your products and services offer that others don’t or can’t.

    Keep in mind, whether you achieve your goals or decide to rebrand later down the road, you are likely to need to update your vision at some point or another.

    3. Keep Things Simple

    While your brand vision statement is important to ensure that others are inspired, which does require time and effort, you aren’t going to spend hours creating a five-page report.

    Your vision statement needs to be easy to identify, easy to understand, and short, sweet, and to the point. 

    All of this is so that people are sure to remember it.

    You’ve probably heard that less is more. This is definitely true when it comes to your brand statement, as it will increase the chances of your brand being understood and recognized across the industry.

    In the grand scheme of things, keep your vision statement to one sentence. If necessary, there can be two.

    Examples of Successful Brand Vision Statements

    Now that you know what a brand vision statement is, why it is important, and what you need to know to create one, let’s take a look at a few successful ones.

    While your brand vision statement is personal to your own company, it can help to take a look at the vision statements of other successful companies to help bring your own vision statement to life.

    #1. Starbucks

    Starbucks’ vision statement is “to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.

    Starbucks is a brand that is well-known around the world for its coffee, and they make it clear in their vision statement what their plans are for their brand.

    They aspire to be known as the leading supplier of the best coffee without succumbing to their principles. 

    In addition, Starbucks has every intention of growing into a much larger corporation.

    #2. Nike

    Nike’s vision statement is simple and straight to the point: “Bring inspiration and innovation to every athlete* in the world”. (*If you have a body, you are an athlete.)

    That asterisk is what does it in Nike’s vision statement. 

    They ensure that their brand is for everyone and not just athletes like Lebron James and Tiger Woods, even though Nike is well-known to be a brand for athletes.

    Nike puts their vision statement into action by offering a professional contract to a college runner with cerebral palsy.

    #3. Tesla

    Tesla’s vision statement is “to accelerate the world’s transition to sustainable energy”.

    Tesla is a company that has grown substantially over recent years due to the rise in consumers’ wants and needs to create an eco-friendlier environment. 

    While Tesla may be an automotive company, its goal is to make the world a better place by promoting sustainable energy.

    The company strives to be a leader in the electric automotive industry while also aiming to create the best electric vehicles available on the market.

    Tesla’s strong vision for sustainable energy resonates well with numerous people around the world, especially as global warming continues to be an issue.

    #4. Warby Parker

    Warby Parker’s vision statement is “We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.

    This is a longer vision statement than most, but it is one that you will remember if you come across it. 

    They get the point across that they can address your main eyewear purchasing problems: cumbersome, boring, and expensive. 

    Oh, and you can’t forget about the anxiety that you experience about whether or not you’ll look good!

    Warby Parker takes all of the effort out of buying glasses while striving to ensure that people in the world that need glasses have the eyewear they need to see properly.

    #5. IKEA

    IKEA’s vision statement is “to create a better everyday life for the many people.

    The reason IKEA’s vision statement stands out is because it promotes their brand so well and makes their huge company appealing and accessible.

    They focus on things like “everyday” and “many people,” something that most big-box names don’t, and because of this, it helps set them apart from the competition.

    Wrap Up: It’s Time to Get Your Vision Together

    It doesn’t take a rocket scientist to create a brand vision statement. 

    With the aforementioned information, you should be able to craft a pretty decent vision statement for your company that envelopes the future that you hope for.

    To create your brand vision statement, you must know your company in and out. You need to know what you believe in and what you want your customers to see when they read it. 

    It needs to be powerful enough for others to connect with.

    One last thing: don’t forget to implement your brand vision statement once you’ve written it. Otherwise, what was the point in writing it to begin with, right?

    Need help getting your brand strategy together? Check out this brand guidelines bundle!


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