What is a business vision and why do we need one?
Your vision, quite simply, is a picture of what success will be at a particular time in the future. It’s about what you want to become, and along with your purpose, it is the overarching driver for your business.
Running a business is a big job, and the biggest challenge is to succeed. So what can you do to move forward, create positive change, reinvigorate yourself and your staff, and where should you start? If you define your future, you will be able to see the path more clearly. That’s why it is important to have a clear business vision.
How does your business measure up?
Review your business against this best practice benchmark now
BEST PRACTICE BENCHMARK: We have a clear vision for our business which is congruent with our purpose and core values. It is clearly articulated and resonates with our people and ideal clients and guides our strategic planning and all our business activities. #planning
Here’s a checklist to help you determine how your business vision measures up.
- Our vision reflects our purpose and core values and our brand promise.
- Our vision resonates with our stakeholders, people and ideal clients. How do you know? Have you asked them?
- Our vision is challenging but attainable allowing our people to believe in it and be inspired by it.
- Our vision statement is written down and forms a part of our strategic plan – it provides direction to our strategic planning process and informs our business decision making.
- Our vision is displayed where our people can see it on a daily basis.
- Our vision is displayed where our clients can see it and engage with it.
- We regularly report on our progress towards our vision to our people, ideal clients and other stakeholders.
About the SMART-Connect best practice brand strategy advisor
For 25 years+ I have been a design and marketing consultant, leading a traditional agency through the economic and technological challenges the past few decades have confronted us with. My move towards the digital side of the industry began some time around 1999 - 2000. Witnessing the degree to which the internet reshaped our industry led me to shift over time and focus on helping business & corporations to strip away the hype surrounding new media and focus on strategic planning and design that attracts.
Today you would have to say that I’m 100% fixated by differentiation. Why? Because all of the great brands that we love succeed by finding a unique position in the marketplace, and we believe small and medium sized businesses can too. So we’ve made it our mission to help passionate entrepreneurs and business creators make the transformation from a business, to brand of choice, through the power of education, strategic design and branding that connects.
Instead of merely helping my clients attract attention, I focus on helping them find their point of difference and the values their prospects will respect, so the resulting designs and branding reflect what’s meaningful to the them.
Too many companies are drawn to social media as “the answer”, but without a strategy of any kind, they actually don’t have anything worth saying or sharing. For many companies, social media simply relays faster, with greater efficiency, and to more people than ever in history, that their brand lacks depth and meaning.
By thinking strategically, making real observations and planning, anybody can build a brand that stands out (and not blend in). Having nothing to say and no distinct way of conveying your difference and value will only result in your messaging using cliches, which means you're promoting your category, not your brand.