What is the ultimate goal you are trying to achieve?

Now things start to get really exciting as we begin to map out the ultimate vision you have for your business. Your brand vision is what you are trying to achieve for your brand. Where are you heading? We need to think BIG but also realistically. Having a vision for your brand helps employees, stakeholders and of course customers buy into what you are trying to achieve. Being able to articulate the end vision and it feel like a challenge but not entirely unrealistic will get people excited and talking about your brand. Having clarity on your end vision will also enable you as a founder to think strategically and make sensible business decisions.

So now for the fun part! It’s time to start mapping out where you want your business to be in the next 5, 10 and 15 years.

Spend a few minutes filling in each section, remember to think BIG but also realistic.

NOW 5 YEARS 10 YEARS 15 YEARS
Where are you now? What size is the company? How many team members? Or if you are a start up or pre launch, write down that you have created the website, have the products ready to sell etc.. What do you want to have achieved in 5 years time? Maybe you want to be stocked to a big retailer? Achieve X amount of revenue per month? What do you want to achieved in 10 years time? Maybe by this time you have a bigger team and have expanded globally? How has your brand expanded in the last 15 years? What impact will your brand have had in the industry?

Aspiration

Next, I want you to consider what your ultimate aspiration is. Once you have achieved all of the above that you have set out in your vision. What do you hope to have achieved for your brand?

<aside> 📌 You can use words such as ‘to be known as the world’s best…’, ‘…to become the only’, ‘…to be the most popular’, ‘…to be the biggest’

</aside>

Now, let’s put this all together to form your vision statement!

Remember, your vision statement is aspirational, it’s the ultimate vision you have for your brand.

Fill in the sentence to come up with your brand vision statement, try a few different ones until you find one that feels right. As your brand vision statement is so unique to each brand, don’t follow this template exactly if it doesn't feel right. Keep it flexible and try a few different ones that feel like they have the most impact.

To be <insert your aspiration>, of <insert category>

e.g. To become the world’s most popular skincare brand for teenage girls who are suffering acne

Examples

Dior - "To become the world’s most popular brand in all products that enhance their lifestyle.”

**Avon - “**To be the company that best understands and satisfies the product, service and self-fulfilment needs of women—globally.”

Unilever - “To grow our business, while decoupling our environmental footprint from our growth and increasing our positive social impact.”