The brand vision will lead you to insights that touches all of your marketing. Next two levels of pyramid are the emotional drivers for your brand. OpenLearn works with other organisations by providing free courses and resources that support our mission of opening up educational opportunities to more people in more places. When you strip Advertising of all the adornments and let it stand in its purest, will the world really mind? This clarity and focus is what will help you build a strong brand.
Articulating your Values
By working together to identify why gaps have occurred between the espoused and the perceived values, organisations are in a much stronger position to take pan-company action to ensure greater consistency in delivering the brand promise.
To thrive, brands need to have a clearly defined set of core values, which staff should understand and be committed to, and which should appeal to the target market. We would stress the need to ensure everyone inside the organisation is behind the brand, otherwise internal tensions can damage the brand.
After all, if two people are in a boat heading towards a rapid, they should not be arguing about how they got there but they should row together. Envisioned Future If a brand is to thrive, the team behind it must have a stretching vision about what the future environment in which the brand will exist should be like, at least 10 years ahead.
To be appreciated, a brand needs to bring about welcomed change and, by thinking a long way into the future, managers should not consider themselves to be shackled by the current constraints under which they operate. They also need to remember that environments change and a brand has to be able to adapt accordingly. Specifying a long-term horizon encourages managers to think about discontinuities that will result in step changes in the market.
Instead, the team devising views about the envisioned future should be challenged to consider:. Brand Purpose The final component of the brand vision that needs to be identified is the brand purpose. This is more than just increasing shareholder wealth, or making a profit, which is taken for granted as being essential.
We have focused on the three components of the brand vision: A brand should always have a few core values, which are timeless, possibly augmented by a few peripheral values which enable the brand to reflect the changing mood of society. Brands do not thrive just by focusing on customers but also by thinking about staff. The brand team needs to formulate a long-term view about the environment their brand will face at least 10 years ahead.
This should again provide a sense of direction, but it should also excite staff. We invite you to discuss this subject, but remember this is a public forum. Please be polite, and avoid your passions turning into contempt for others.
We may delete posts that are rude or aggressive; or edit posts containing contact details or links to other websites. If you enjoyed this, why not follow a feed to find out when we have new things like it? The ability for a brand to separate itself from the rest of the market and rally employees to deliver distinguishing experiences for customers is a challenge for every company. Taking care of the daily details of running a business of any size is demanding. While nearly every organization has put together its mission, vision and values, few have gone beyond to look into brand purpose.
He defines brand purpose in this way:. As we expand into the relationship between brand purpose, vision and mission, we can look at Unilever as an example:. If you went away tomorrow, what gap would there be? These are foundational questions that your purpose statement needs to answer. In other words, why are we here? I think many people assume, wrongly, that a company exists simply to make money.
Our Philosophy When you strip Advertising of all the adornments and let it stand in its purest, will the world really mind? The Team John P. Susan Nava Director Strategy. Zeus Braaêv Creative Askari. Our Clients We love them all. CSR Walk the World in One Day An engaging annual expo intended to strengthen inter-cultural relations while celebrating cultural diversity and global Women Wealth Wellbeing WWoW Network An engaging annual expo intended to strengthen inter-cultural relations while celebrating cultural diversity and global
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BrandVision™ Africa is a o advertising and communications agency. We develop clear, concise advertising for businesses across all industries. BrandVision™ offers technical communication solutions for both traditional and new media. Brand Vision was established in , with a vision to revolutionize Market Research and Management in the MENA Region. We are currently covering a vast area of this region with the intention of expanding in the years to come. We have focused on the three components of the brand vision: the brand’s values; the brand’s envisioned future; and the brand’s purpose. The reason for having a brand vision is that it gives a clear statement about the ‘soul’ of the brand and provides a good sense of direction.