BRAND VISION

Vision-brands are full of purpose or 'purpose-full'. As a consequence they are clear about the reason for their existence, their role in society. They understand their contribution or 'gift' to human well-being. Vision-brands are managed according to that clear sense of purpose, they are 'governed' according to a set of principles or values. Sometimes those values are formalized as rules or conventions, sometimes they are simply embodied through the brand governors.

I've recently watched a Tom Hanks DVD called 'Ladykillers'. In the bonus features was an article on Danny Ferrington. Danny handcrafts musical instruments for some of the world's most famous musicians including Johny Cash, Rhy Cooder, the late great Kurt Cobain to name just a few. Danny would, I suspect, fall off his old porch-swing with laughter if we asked him about his 'vision'. But his purpose is evident with every movement of his hands, every word he speaks. In an interview he speaks of his love for his work, the joy it brings him. He lives to produce beautiful instruments. The materials he makes them from, how they sound, how they feel in his hands, how they look all conform to a personal code of excellence which gives purpose or 'meaning' to his life. And the rich and famous come from all over the world to request he make something for them.

Vision-brands have a rich-ness about them that other brands lack. Think Jim Beam, Harley-Davidson, Apple, Coca-Cola. These brands have a beating heart, essence or soul that is communicated to us regularly and consistently. Despite their mass production and the thousands of individuals involved in bringing them to market, those brands offer their consumers a sense or gift of meaning. These brands 'connect' with us in a way that many other brands often fail to. We almost intuitively understand the brand's purpose. Something in the brand speaks to something in us. When we make a brand purchase choice we sense a dimension in vision-brands that is somehow lacking in others.

So in a market saturated with competitors, some purpose-full, some not, how do we ensure our brands have a sense of vision and stand out?

1.  SEEK CONNECTION…don't think in terms of transactions, think 'connections'. Look to forge strong, meaningful, rewarding connections with your market. Ask yourself and your friends "What causes you to connect with a brand?" Seek that for your own brands.

2. TELL YOUR STORY…every great brand has a story, a past or heritage, or a reason for its existence. They also have a destiny, a future, a reason for being. This story can become a strong foundation for your brand, a cornerstone or 'credential' upon which to build.

3.  STAND FOR SOMETHING…your customers are living breathing human beings with loves, passions, hates, desires, ambitions, aspirations, fears, doubts, insecurities and needs. Like you, they want their lives to have meaning, they use products and services that offer meaning.  Sometimes rational, often not, great brands are very clearly positioned and the market understands them. They are consistent.

4.  GIVE GENEROUSLY…purpose is about giving. Every great brand consistently gives of itself to its market. That giving is ultimately what the market takes. Your purpose is your gift or contribution. What does your market need that your brand can give. Turn up the volume on that giving.

5.  BE A WHOLE BRAND…don't rely on ads alone or retailer promos alone to do the job. Like whole people, whole brands deliver of their essence on many levels. They 'ooze' essence and that essence is consistent. Explore.
 
I encourage you to explore vision and purpose further, your customers and shareholders will thank you for it and you'll have a lot of fun with it too.