How to create a vision statement for your brand.

“All successful people, men and women are big dreamers. They imagine what their future could be, ideal in every respect, and then they work every day toward their distant vision, that goal or purpose.”
~ Brian Tracy

I recently launched Marketing Mondays, an email series all about marketing, branding and social media. The idea is to help entrepreneurs with weekly prompts and ideas that you can easily implement in your business, right away.

This week’s email was a bit more strategic than practical in nature. I wrote about creating a vision statement because it is one of the branding pillars and an important part of any business and marketing strategy.

If the idea of weekly marketing prompts appeals to you, click here to join.

This topic is so important when you are serious about building a business, that I decided to share it on the website as well, in a slightly edited form.

So, the big questions are:

  • Where is your business going?
  • What is the big picture outlook for your brand?
  • Where will you be in 5 years?
  • What is the ultimate, picture perfect benefit for your customer?
  • What is the vision for your business?

These are big questions to ask and to have clarity around. Having a clear vision for your business will dictate the goals and marketing activities to move your business forward.

The vision statement shows the intent + the direction of your company’s growth and what products and services you develop and deliver to your customers.

You reserve the ‘how’ for your mission statement.

And the goals are the smaller practical chunks, the steps to carry out the mission so that you can get to your vision.

The vision statement can be as succinct as you would like or it can be a whole paragraph. It is something that you can freely promote to the public or hold privately sharing it with your team and close business associates or just keeping it to yourself.

Your #vision statement captures the beliefs and the intent for your business and your customers.

Without that big picture thinking and that ideal scenario driving you forward, how do you know that what you are doing today will actually help you grow?


Online Business

“I intend to provide visitors and customers with an inviting online experience where they can easily search for information about “XY”, get in touch with me for support and purchase information products using a clear and secure payment methods.”

Neighborhood Cafe

“We will change the way you think about a good cup of coffee. We believe in creating a welcoming atmosphere, sourcing ethically grown coffee and supporting other local businesses as we watch our community grow. Friendly staff, a relaxing ambiance, and the best java in town will inspire you to visit daily.”

Here is a real one from

“Our vision is 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.”


  • To help people find a family home they love and can afford.
  • To have my service help those with chronic pain live their best lives.
  • To help people enjoy their weekends while we take care of their landscaping needs.
  • To help people create beautiful living space through vintage decor and design.
  • To create a yoga studio that changes peoples lives, enriches their wellbeing and builds a community.


  • Make it brief and succinct. You can say a lot in just a few words, but pick them carefully.
  • Think big picture and long-term. Broad strokes and ideal scenarios. What does your business do, what would you like it to do and how you would like to be viewed.
  • Make it about who you are as a company and what you wish it to become.
  • Think about the services and attributed that your offer and imagine the best possible scenarios when people use your products or service or work with you. What is the outcome and how do your customers feel? Link those visions and see how you can incorporate them into a brief statement that give a good overview of the kind of image you want to represent.

Your Turn:

WOW, that might seem intense. However, your vision is one of your first steps in making your business feel grown-up and professional.

It is one of your guides as you develop your marketing and create a brand you love to share with your audience.

So, get your notepad and pen, launch Word or Google Docs or Evernote and write your vision statement.Use these prompts to start:

  • “I want my business to …….”
  • “I want my customers to experience ……. to feel ……”

Share it on your website, add it to your vision board, pin it to your bulletin board, create a graphic anduse it as your screensaver on your computer, tablet or phone.

Whatever feels right and whatever will serve as a reminder of your big picture and ideal business scenario.

Thank you for sticking around to the end! I hope that you enjoyed it and found it useful.

Take care for now.


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P.P.S. Would you like to join Marketing Mondays? I would love to see you there click here to join