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The Importance of a Vision Statement: Charting Your Brand’s Long-Term Course

13 Oct 2023 by Vicky Hutchinson

This is Part 2 of our Brand Strategy series of blog posts

Picture this: You’re embarking on a road trip without a map (Old skool!). How would you navigate your journey, let alone reach your destination? Crappy analogy aside, in the world of branding, your vision statement serves as that essential roadmap, providing a clear, long-term direction for your brand. 

So, what is a Vision Statement?

It’s a concise yet powerful description that outlines your brand’s aspirations, its future, and the impact it wants to make (your BIG goals). Think of it as the guiding star that leads your brand toward its North Star (Your WHY).

But why does a vision statement matter so much? Well, it…

  1. Clarifies Purpose: Your vision statement defines your brand’s purpose and reason for existence. It answers the question: “Why does your brand matter?” and explains why it exists (aside from profit).
  2. Long-Term Focus: It provides a long-term focus, guiding your brand through changing landscapes and trends. It helps decision-making on new ideas, products and services.
  3. Inspires and Motivates: A well-crafted vision statement inspires and motivates your team. It rallies them behind a shared, compelling vision. 
  4. Differentiation: It sets your brand apart by communicating its unique aspirations and values. 
  5. Measurable Goals: A vision statement can be used to set measurable goals and track progress. It keeps your brand accountable on its journey – see long-term focus above 🙂 

Examples of Well-Crafted Vision Statements

Let’s take a peek at some examples of vision statements that have stood the test of time:

  1. Disney: “To make people happy.” (Simple but true!)
  2. Tesla: “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.” (A visionary statement that fuels innovation.)
  3. Nike: “To bring inspiration and innovation to every athlete* in the world.” (*And they cleverly add, “If you have a body, you are an athlete.” – I love this and use it in my workshops!)
  4. Oxfam: “A world without poverty.” (Short, powerful, and aligned with their mission.)


These vision statements are more than just words; they’re guiding principles that steer these brands toward their desired futures.

A well-crafted vision statement is your brand’s compass, pointing toward a destination that’s inspiring, meaningful, and achievable. It shapes your brand’s identity and informs every decision and action. 

Next, we’ll explore crafting a compelling mission statement to complement your brand’s vision. Download our free guide to branding.

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