I have be truly inspired over the years by working with clients who are real visionaries in their markets. They spend a lot of time analysing and articulating how to differentiate their brands in the minds of their customers and then how to execute in order to achieve their vision, and deliver their brand promise.
With great vision they turn good brands into great ones.
They also know how to inspire the delivery the vision so that it becomes a reality and not just a set of nice words on the reception walls or in some brand manual somewhere in the bowels of the marketing department.
But it often surprises me how many brands appear to lack a real sense of direction and clarity of vision. Lewis Carroll made a really good point when he said “If you don’t know where you are going any road will take you there! “
Great brands don’t have this problem.
Helping all the people in the business the journey ahead and engaging in the brand vision can help even the most cynical team member become more enlightened and excited about the future for the brand. Imagine their greater excitement when they see the results of their actions and activities in the performance of the business, and the knowledge that they have had something to do with that.
Brands that fail to have a clear and well-articulated vision tend to spend many man hours trying to understand the margin decline, commoditisation, share erosion and the general greying of their performance.
An inspiring, well-articulated and clear vision is one of the essential building blocks of any brand, or indeed business, as it sets the ambitions and direction of travel for the brand and the people who are going to help deliver it. Without it ,the brand will just reinforce the words of Lewis Carroll, some even fall foul of Einstein’s theory of insanity “repeatedly doing the same thing whilst expecting a different result!!”
So on reflection it is one of the great no-brainers in business.
If you really want to develop a great brand that delivers better than market performance you know what to do. It isn’t easy and needs robust and rigorous process as well as insightful and sensitive testing but the rewards are huge.