Title: Finding Your Brand’s Vision

Hello,

What is a brand vision, anyway?

Think of your brand’s vision as the sum of your goals, 
passion, and purpose.

A lot of entrepreneurs make the mistake of thinking their
company’s primary goal is to make money, and they wonder 
why they aren’t as successful as they hoped.

Think of some of the brands you really love and feel 
passionate about.

They might be brands like Tesla, Invicta, Apple, Netflix, 
or Nike. Such brands are often listed among the world’s 
most innovative companies, and they tend to have a lot of 
customer loyalty.

Do you think the primary goal of these companies is 
simply to make money? If so, think again. Each of these 
companies has a passion for creating products people will
passionately enjoy, and this is why they’re all considered
innovative, inspiring, and with quality products people 
return to again and again.

This is exactly the type of vision you must have for your 
company or product. You must decide how it is you want the
public to perceive your company, and thus how you will 
interact with the public (which we will talk more about in
our next lesson). 

Let’s take a few examples of similar companies that have
very different visions.

Taco Bell vs. Chipotle

One of the greatest examples in recent years with regards 
to how a company’s vision effects sales and public image 
is the difference between Taco Bell and Chipotle.

Taco Bell originally wanted to serve decent Tex-Mex style 
(or, rather, American-style Mexican food) at a low price.
They made a name for themselves with this strategy.

Chipotle came along with the vision of providing healthier,
more ecologically-conscious products to a hipper crowd more
concerned with quality than price.

Because Chipotle became so successful, Taco Bell began 
trying to reinvent itself in order to compete, but because
their core customer base was so used to getting lower prices
at the chain’s restaurants, they balked at the more
expensive new menu items.

McDonald’s vs. Five Guys

McDonald’s has always been one of the go-to places to grab 
an inexpensive meal. They’ve branded themselves as 
kid-friendly and inexpensive.

Five Guys, on the other hand, prides itself on better flavors,
more innovative burger topping selections (like green peppers
and barbecue sauce) and killer fries that everyone seems to
be talking about.

You can probably think of a lot more examples of companies
competing in similar spaces but using very different 
approaches.

This is why finding your vision is so important!

Tomorrow, we are going to talk about finding your brand’s
voice, which it the personality you present to the public
when anyone speaks on behalf of your brand. Look for it in
your inbox!

Until then, 

{YOUR NAME HERE}

PS- The voice of your company is one of the first impressions
people will have of your company, so you definitely don’t 
want to miss tomorrow’s lesson!


