This is the second of several posts on the elements of a brand platform with “Vision” being the first thing to tackle.

Does your company have a vision statement?

Do you and your employees know what it is and what it means?

About half of the companies with whom I’ve worked have had a vision statement — 90% of those were vacuous. As a result, there was no common agreement about what it meant and what everyone was working for.

The other half did not understand the value having a vision statement would provide.

  • Most companies operate in a highly dynamic market.
  • A fundamental principle of a company being successful in a dynamic market is to specify the desired end-state at some future time, and work back to see how to get there.
  • The “vision” is the desired end-state the company would like to achieve in the future.
The vision statement is the first element of the brand platform that ensures everyone is working towards the same “end state.”
What exactly is a vision?
  • A description of something in the future, in terms of the essence of what it should become.
  • A realistic, credible and attractive aspiration for the company or brand.
  • A condition that’s better than the condition that now exists.
  • A sense of the possible, not the probable (if it’s probable, you’re not thinking sufficiently far into the future).
  • Something that is aspirational, but attainable.
  • A visualization of the destination.
  • Unique to the company and the marketplace.
It is NOT a tag line.
Here are three famous examples:
  1. Henry Ford: “To build a car his own workers could afford to buy.”
  2. NASA: “Be first to put a man on the moon.”
  3. Coca-Cola: “To put a Coke within arm’s reach of everyone on the planet.”
In the 1960’s reporters were doing a story on NASA interviewing various employees. For filler, a reporter and camera man (person) asked a janitor what his job was as NASA. He proudly responded, “It’s my job to help put a man on the moon.” Beautiful!
Do you and your employees know what their job is?
Have you asked them? If not, I suggest you do. You might determine that your vision statement is lacking.
An effective vision statement will get everyone in the organization in alignment, regardless of their department.
I’d love to hear about effective vision statements that have resonated with you.



Tom Smith

Experienced marketing professional who has worked with more than 120 clients in 18 different vertical industries. ♦ Differentiate products and services by improving UX and delivering memorable CX to create an emotional connection to the brand. ♦ Obtain insights from analytics to solve business problems and drive revenue. ♦ Develop and implement marketing campaigns that double traffic and leads in three months. ♦ Certified Marketing Automation Professional ♦ Certified Voice of the Customer (VOC) Professional