So, you've decided to define or refine your brand. Where on earth do you start? I often start the client brand development process by defining their vision statement. Going through the process of codifying a person / organization's vision gives real insight into why they are doing what they are doing.
What should a vision statement look like? A vision statement is a concise description of your organization's big, long-term goals. Here are a few great vision statements to get your wheels turning:
- Canadian Cancer Society: “Creating a world where no Canadian fears cancer.”
- Amazon: “To be Earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online."
- Habitat for Humanity: "A world where everyone has a decent place to live."
- Save the Children: "Our vision is a world in which every child attains the right to survival, protection, development and participation."
- Goodwill: "Every person has the opportunity to achieve his/her fullest potential and participate in and contribute to all aspects of life."
(Sources: Entrepreneur, Top Non-Profits)