What is the change you want to see in the world? A vision statement or brand vision is a statement that describes the ultimate ambition of your brand. Whilst the future ambition may never be reached it never-the-less sets the course for the business and the development of the brand, underpinning all aspects of the brand and its activities.
Vision statements are usually informed by the needs of customers and don’t normally refer to any specific products or services.
Examples of brand vision statements:
IKEA Our vision is to create a better everyday life for many people.
Nike Bring inspiration and innovation to every athlete in the world.
Patagonia Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.