What Is Brand Vision?

Brand vision is intention. It can be a single-minded intent, or a group of goals and objectives — typically no more than one, two or three.

Steve Jobs wanted this, “Put a ding in the universe.”

Henry Ford wanted to make cars that ordinary Americans could afford. (Consider that in Henry’s era, people were driving the equivalent of $200,000 Teslas while everyone else was riding a horse.)

Tesla Motor’s vision is to accelerate the world’s transition to sustainable energy.

And Elon Musk’s newest vision is to enable people to go “Anywhere on Earth in under one hour.”

It is sometimes hard to differentiate between a Vision and Mission Statement, in practice they are often conjoined, conflated and confused.

Think about yourself. It’s the difference between, I want to figure out how to take a year off and go to Bali (vision statement), versus I want to be nice to everyone at work, be more intentional and pay the rent on time (mission statement).

Your Mission Statement should be derived from your Vision, and should help your Vision become a possibility rather than an aspirational poster. So, maybe together all those things will help get you to Bali.

Patagonia’s Brand Vision is often voiced as, “environment conservation and restoration,”…