Brand Vision explains how the brand will support the company’s overall mission and objectives, and forms a bridge to making decisions across the organization.
There are many different ideas about the best way to express a brand vision. All brand visions have at least three components: rallying cry, capabilities, and personality.
Our model includes four additional components that are increasingly important ways to define brands: culture, shared values & community, aspirational self-image and noble purpose.
Download our toolkit Defining Brand Identity