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Jared Henriques

Brand vision

Brand vision: your north star

Your brand vision is the ideal future state you're working towards, the world as it exists after your company has fully realized its potential and purpose. It's your North Star, guiding your company's journey and inspiring your team and customers alike.

Why it matters

In the fast-paced tech industry, a clear brand vision:

  • Provides direction and focus amidst rapid change and disruption
  • Inspires innovation and drives long-term strategy
  • Attracts like-minded customers, partners, and employees
  • Helps align your team around a common goal
  • Differentiates you from competitors focused solely on short-term gains

Defining your brand vision

To articulate your brand vision, consider these key questions:

  1. What does the ideal future look like once our solution is widely adopted?
  2. How will our industry or society be transformed by our work?
  3. What ambitious, long-term goal keeps us moving forward?
  4. How does our vision build upon and extend our brand purpose?
  5. What impact do we want to be remembered for?

Tech industry considerations

  • Think big: The tech industry is known for transformative innovations. Don't be afraid to envision radical positive change.
  • Stay adaptable: While your vision should be long-term, the path to achieve it may change with technological advancements.
  • Consider ethical implications: As tech increasingly shapes society, consider the broader impact of your vision.
  • Balance ambition and credibility: Your vision should be aspirational yet believable.

exercise

Crafting your vision

Gather your leadership team and engage in this visioning exercise:

  1. Imagine it's 10 years in the future, and your company has been wildly successful. What does the world look like?
  2. What headlines would you love to see about your company's impact?
  3. How have your customers' lives or businesses been transformed?
  4. What seemingly impossible problem has your company solved?

Remember, your brand vision should be:

  • Ambitious yet achievable (with significant effort)
  • Aligned with your brand purpose
  • Inspiring to both your team and your customers
  • Specific enough to guide decision-making

Aligning vision with other brand elements

As you develop your vision, consider how it interacts with other elements of your brand identity:

  • How does it extend and amplify your brand purpose?
  • What promise will you need to make to achieve this vision?
  • What traits will your brand need to embody to be capable of realizing this vision?
  • What pillars (fundamental beliefs and behaviours) will support the journey toward this vision?