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Outlining your vision


Your Vision is an aspirational description of what you would like to achieve or accomplish in the mid-term or long-term future. It is intended to serve as a clear guide for choosing current and future courses of action. Ideally, the statement should be one sentence in length and should only what your vision is and not how it will be met. 

By having a clear vision, you help your customers and staff understand where you are going and why.


Why is it so important?

If you don’t know where your brand is headed, how can you expect your staff to know? It will make it harder and take longer to achieve any goals you set.  

People want to know that you are committed to what you say. Once your customers and staff begin to doubt your vision, you risk losing their trust and their loyalty.


What to do next?

If the business were to achieve all of its strategic goals, what would it look like ten years from now? A compelling vision statement is inspirational and aspirational. It creates a mental image of the future state that the organisation wishes to achieve. A vision statement should challenge and inspire employees. 

Motivate staff by focussing their efforts to achieve the goals of the company and attract customers by showing a strong vision for the future. Tell people about your vision and inspire them to take action.


How we can help: The Brand Engine

We have helped many businesses Outline the Vision with our Brand Engine Program. To find out how we can help you, please click the button below.

Case Study: Sweetgreen



Founded in 2007 and one of the fastest growing brands in America, Sweetgreen is a destination for simple, seasonal, healthy food. They believe that the choices we make about what we eat, where it comes from and how it’s prepared have a direct and powerful impact on the health of individuals, communities and the environment. 

Thats’s why they’re passionate about building a transparent supply network, why they cook from scratch, and why they’re building a community of people who support real food. They know that Sweetgreen is a critical link between growers and consumers, and they feel they have a responsibility to protect the future of real food. 

They are committed to supporting small and mid-size growers and creating transparency around what’s in your food and where it came from. To creating more accessibility to healthy, real food for more people.



“To inspire healthier communities by connecting people to real food.”

- The Sweetgreen Vision



You know that their vision is so powerful and compelling because it manages to unite customers, staff and suppliers in striving for an more collaborative and healthy future.

Questions to help you outline your vision.


When outlining vision, spend time considering what inspires you and will motivate others. Here are a some questions to will help you.



What are your most important products and services?


When it comes to what you do and what you offer, ask yourself: What do your customers and clients like best? Why is that? What do they do for them and how are they unique to you and what you believe in?


How would your customers describe your brand?


Knowing how your customers describe you and what you do for them is going to be very important when it comes to outlining the type of vision that you want to create.  Your customers are the lifeblood of your business,  so you will have to create a vision with them in mind.


Where do you want to be in the future?


It’s time to think bigger. Where do you want your company to be in 5, 10, 15 and even 20 years time? How will the industry have changed? How will you have changed? How will your business have changed? Remember, you don’t have to be accurate in these predictions, you just have to think bigger and more long-term.


What type of brand do you dream of creating for your staff?


What separates you from your competition? What do others say about you when recommending your services? How do you want to impact the lives of your target market? If you were asked to give a talk at a conference, what would it be about?

brand vision

What type of brand do you dream of creating for your customers?


As times change, so will the needs of your customers. How will your vision help fulfil their needs? What measures might you put in place to futureproof your business? What is a vision you can paint for them that will make them stay loyal and supportive?

brand vision

What type of brand do you dream of creating for future generations?


How can your business impact the world for your children?  Are you hoping to end something awful like poverty or disease? Maybe you’re trying to fix something you consider broken, like the education system for example? What can you do now that will start to take effect in the future? 



Worksheets to help you outline your vision.

Follow the instructions and use the prompts to fill out the questions as fully as possible. Once that is done, review and highlight any responses or themes that keep recurring or resonate with you..

Next Steps


Now that you know what your purpose is, it's time to make sure that others know too. This includes both your customers and your employees, so start talking about it, creating content around it and living it.

brand vision website

Create a page on your website dedicated to it.


It’s crucial that anyone who visits your website can find out about your vision easily. Make it as simple as possible by making a page dedicated to it. It could go on the homepage, in the ‘About Us’ or an ‘Our Story’ section. No matter where you put it, make it stand out and easy to find.

brand vision

Have a sign made.

In the same way that we recommend creating a web page for your online visitors, you should do the same for your customers and staff. Design a striking sign and then hang it somewhere that everyone can find it, read it and understand it.

brand vision team

Hold a meeting with your team.

It’s very important that everyone is aligned internally on what your vision is for the business is. So arrange a meeting so you can take them through it. Explain it to them in detail so they both understand it and are also inspired by it.

brand vision video content

Create content around your vision.


The final part is to create articles, images and videos all about it. Tell stories, share insights and interview people. The worksheets will be packed with potential topics that can be turned into compelling and shareable content.



We understand isn’t an easy process and want to make your sure are able to outline an inspiring and compelling vision. If you're struggling or have any questions, we'd love to help you. Please click on the button below to contact us.