A company’s vision statement looks into the future. It says what the company aspires to be one day. Your brand needs a vision, too. What are your aspirations for the brand, which defines the consumer’s relationship with your company? How would you complete this vision statement: “Our brand will be ____________ .” What could go into that blank to get your own people — and your customers — excited? The answer will decide where you take your brand…and where your brand takes you. As King Solomon observed, “Where there is no vision, the people perish.”
