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Consumers have virtually limitless choices on the market today, yet somehow the truly exceptional brands stand out.
How? With clearly defined vision and values that build deep connections with customers.
What are brand vision and values—and why do they matter?
A brand vision starts with the brand’s identity and market stance, then defines the trajectory of its future course. Brand values, the foundational beliefs of the brand, guide these actions, such as diversity, solidarity, environmental awareness, or transparency.
Together, brand vision and values provide:
A sense of direction. If you don’t know where your brand is going, you can’t form a clear view of the steps you must take now to get there. Your brand strategy should be based on a clear mission and vision that establishes the perception you want your customers and employees to have.Market differentiation and brand memorability. The importance of a clearly defined brand vision becomes obvious when you’re planning your brand strategy. It forms the foundation of market differentiation and ensures your brand is memorable to customers. Without a clear vision statement and values, the meaning and personality of your brand may not stand out. Customers won’t have anything to connect with.Decision-making guidance. A brand with a clear vision and strong values reminds employees of what the brand stands for and what it’s working toward. This guides both short- and long-term decision-making and helps your business get closer to its goals by keeping employees aligned with the organizational values.
Brand vision and values example
The Swedish furniture brand IKEA is a good example of a strong vision and values. The vision statement is:
“To create a better everyday life for many people”
IKEA also has six key values:
Togetherness. Togetherness is at the heart of IKEA culture. We are strongest when we trust each other, pull in th… Read More
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