Step 2 Brand Strategy – How to Blaze a Trail with your Vision Statement Using our Online Branding Tools

Creating the space for innovative thinking will help you to get ahead of your competitors and stay there. If you envision a path that stretches you, you will start to think differently about what you need to do today to help you get to where you want to go.

When your vision statement inspires your customer too, sky’s the limits. Your brand is powerful opportunity to become the community architect and rally your tribe. Now, it’s time to get your vision on! Let’s get started.

Think of this activity as a platform that you have already created. I want you to visualize yourself there in the future having already achieved your far reaching goals. Go ahead an imagine yourself there. These questions are intended to spark your creative genius and help you get more clear.


What does the future look like in 5 to 10 years from now?

  • How do you feel?
  • Where are you?
  • How do you spend your days?
  • What knowledge have you empowered your customers with?
  • What is it like to work in your team?
  • How have you changed about the way your industry operates?
  • What difference have you made in your customers lives?
  • How many markets are you operating in?
  • What does the newspapers headline say about your business?
  • What financial goals have you achieved?
  • How is your company contributing to the world?
  • What’s next?


Once you have generated some ideas about what the future looks like, you will then need to commit to how you will measure your vision’s progress. I recommend making those metrics specific enough for your customers so the world will know when one day your vision has been reached. The most powerful way to articulate your vision is to define a clear goal and how you will measure that goal has been accomplished. IBM had a vision to put a computer on every desk. Google is all about indexing the world’s data. This language includes a measurable end goal. In essence, you should be able to pick up the phone and call me one day and say I did it it’s done. Remember what we discussed in Chapter 4 about relating your goals to your customers goals and the greater good. Your vision statement should speak to the future you envision for your customers lives and the change your company will bring the world.

Try starting the sentences in your vision statement with the following:

  • We will rest when…
  • We see a world when…
  • We dream of a day when…
  • Together we will become…


  1. It’s a real stretch from where you are today!
  2. It’s so forward thinking and progressive, that people think you’re nuts!
  3. It describes how your product or service will have a positive impact for your customers.

Reva is a good example of a visionary company that intends to positively impact the world. It’s one of the first companies to introduce electric vehicles worldwide and manufacture cars that are literally Born Green. Reva’s vision is integral to the operations, from the manufacturing floor to the solar powered battery in the car. The brand drives the way the company operates. I admire Reva because it’s not just a car, it’s a movement. We’ll remember Reva for driving us into a petrol free world.