Business vision

Identifying and communicating a clear vision is one of the most important functions a business leader can perform. All business leaders should understand the basic elements of visioning and all marketers should know how to communicate that vision to all stakeholders and how to leverage it in brand strategies.

Creating a clear and effective vision delivers many benefits to the business. Not only does a clear, shared vision help define the values of the company and its employees, but it also helps guide the behavior of all employees. A strong vision also leads to productivity and efficiency.

Companies and organizations everywhere invest enormous resources in marketing and selling their products and services. Many of these organizations have a strong sense of who they are and why people should want to conduct business with them. Sadly, however, many organizations fail to have a strong sense of their own guiding principles and cannot clearly articulate their vision or communicate unique aspects of their brands in a way that compels customers and prospects to develop emotional attachments and buy their products and services.

Linking the vision and values of the organization to the brand promises made by the organization can propel the value of those brands into a whole new realm of business performance.

The following two articles expand.

Crash course in visioning

Linking vision & values to brands