Putting your business on the road map to success requires effort and consistency. Even after defining the corporate essence and raison d’etre of your business, attention should be given to other strategic aspects that will ensure long term focus. An important aspect of a business owner’s branding strategy is the business vision. There are 3 methods you can employ to define your brand vision. One is the Possibility Exploration Approach. It employs the use of your imagination, and helps situate your business in the future. For example, American IT Corporation, HP’s business vision statement is “To view change in the market as an opportunity to grow; to use our profits and our ability to develop and produce innovative products, services and solutions that satisfy emerging customer needs”.
Another method for crafting your vision statement is Comparative Revisualisation. You think of a successful company in your genre, and tell yourself, “I can be like them…” You parallel your dream to their size, scope, depth, reach and character or flavour. Just like Stanford University whose vision statement is “Become the Harvard of the West”.
Another approach to envisioning is the Introspective Approach. This method requires a great deal of visual introspection and meditation. When married together with biographical and aspirational fragments, it yields a high level of potency. You can read up stories on great brands like Apple, Google, Toyota, and Ferrari.
As you read these stories, idea words and phrases jump at you to stimulate your thinking. As you keep on thinking, a visual character will emerge. As you keep on meditating and exploring the dimensions, the future is made clear, teased as it were from infinity. You then need to put your thoughts down in writing.
As you read about the businesses that interest you, also study the men and women behind these companies. The more biographical the stories are, the more beneficial they are to you in envisioning your corporate future. Ultimately, your business vision is a story being told into the future, starting from now. It is progression and not just a statement.
Here are some lessons to note:
Avoid unrealistic vision projections. Reappraise your vision to suit your changing environment.
Once you’ve achieved a vision, you should review it and set another.
You need to reach into yourself to pull out the vision.
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