/ glossary term

The expression of an organization’s future aspirations and where all the initiatives and work it undertakes will eventually lead it. The brand vision provides a sense of direction and of the role it plays in the world by creating a clear picture of its future. It also helps an organization—and its people—understand why they are doing what they are doing. In some cases, it focuses on the good the company does in the world.

A brand vision can take many forms: For some organizations it is a simple and compelling statement or paragraph, for others it also includes other elements of a brand (including mission, values and personality)—and together they form a roadmap for the future. A well-crafted and defined brand vision works in a complementary manner with brand purpose or proposition. (However, in some cases, they are incorrectly used interchangeably.) An article that features some examples of vision statements can be found here: