A statement that reflects a company’s long-term aspirations, defining the direction for its growth and development. Clear, concise, easy to recognise and to understand. Avoid being vague. Ideally, just a couple of sentences.
Some real world examples: 💡 Google’s brand vision is “to provide access to the world’s information in one click.” Their goal is to make information universally accessible, useful, and powerful for everyone, promoting innovation and improving lives through technology. 💡 IKEA’s brand vision is “to create a better everyday life for the many people.” They focus on offering affordable, well-designed, and sustainable home furnishings that improve their customers’ lives, making good design accessible to all.