A vision statement: They've told you that you need one. They've given you examples. They've stressed the importance of moving forward with creating one.

And yet, you're stumped.

You think you know what the vision for your business is, yet you're not crystal clear on where it is currently…and definitely not on where it's going.

You understand you need a vision statement; however, you haven't been told why you need a vision statement.

Your vision states where you're headed and what your business is going to look like for you and its customers once it

You need a vision statement not only to keep you focussed and moving in the right direction, you need it so you'll have a bar against which to gauge your success…so you'll know when you've 'arrived' and when you've achieved your ultimate goal.

Without a vision statement, your finish line (or achievement line, more appropriately) keeps moving. It adjusts to current environments, current situations, current motivation levels…and if you've ever tried to hit a moving target, you know how much that affects your chances of success.

What I'm doing today is giving you a formula for creating a vision statement that is clear, attainable and motivational.

Let's get started.

The How to Build a Brand Vision Statement Formula

If you've spent any amount of time in the How to Build a Brand group, you've noticed that challenge participants' vision statements all have a few things in common. That's because as part of the recently completed 21-Day Challenge, they've had to create them, using a formula supplied by How to Build a Brand.

It was one of the very first tasks in the latest challenge, and there's a reason for that: you've got to get clear on your vision, and get it in writing, as early as possible. This helps to ensure that you make decisions that will move you forward, rather than backward, sideways or in circles.

A vision statement is particularly important if you offer an emotive service—something that is not a tangible item, yet will make a notable difference to its ideal customers. And as you may have guessed, it's crucial that you articulate in this circumstance. Otherwise, your target audience will not understand what you're offering to do for them.

Follow these tips to put a concrete vision statement together (even if you're selling something you can't hold in your hands):

  • For those emotive service brands, it can help to think in terms of FROM/TO. Where are your ideal customers right now? How are they suffering and in what ways are they stuck there? That's the FROM. Now, think about what they want and where you will put them so they won't suffer any longer. That's the TO. Alliteration (words that start with the same letter) and rhyming will help to make your vision statement more memorable. Rhyme Zone can help.
  • What are you doing? You'll need a verb that signifies the activity you'll be putting in motion.
  • And then what's a noun that will describe the thing you're building?
  • Now think about where your ideal customers are, geographically. Are they all around the world? Are they in your home country? Or are they in a select number of nations?
  • And let's not forget how many people you plan to serve. If you want to change millions of lives, say that. If you know, realistically, that you can only work with a few clients, then put that in writing, too.

Let's put it all together:

I am building a global revolution to transform the lives of over one million spirited people from rundown to resilient©.

This is a copyright-protected example directly from one of my brand builders, and you can use it as a template to create your own vision statement. Simply replace the orange words with your own, using the bullet points above as guidelines.

Maybe you're not going global, but your adjective will be…

  • world-class
  • international
  • transformational
  • limitless
  • comprehensive
  • focussed

Instead of a revolution, maybe you're building a…

  • consultancy
  • movement
  • academy
  • mindset
  • alliance
  • reformation

Maybe you're not going to transform, but rather…

  • revolutionise
  • stabilise
  • innovate
  • grow
  • develop
  • modernise

Perhaps instead of changing lives, you will be changing…

  • views
  • attitudes
  • feelings
  • self-image
  • experiences
  • results

Instead of spirited people, maybe you'll be serving…

  • motivated athletes
  • exhausted mothers
  • frustrated fathers
  • confused teens
  • disgruntled employees
  • dissatisfied lovers
  • sentimental friends
  • dedicated pet owners
  • busy perfectionists

And because you won't be taking your ideal customers from rundown to resilient, perhaps you'll be taking them from…

  • insecure to irresistible
  • overweight to overjoyed
  • distraught to delighted
  • broke to stoked
  • depressed to get-dressed
  • single to smitten

I encourage you to use the examples offered here as guidance in establishing your own vision for where your brand is going. Create a vision statement that not only speaks to your ideal customers about what they can expect, but that reminds you, daily, where you're going and how you can stay on track to get there.

Have questions? As always, feel free to contact us.

If you're not already a member of the How to Build a Brand group, where exercises like this happen on a regular basis, and where branding advice and support is a culture, please consider joining us there. It's FREE, there are challenges with prizes…and you'll learn to build the brand you've been dreaming of.

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