We are all reminded daily about telling the story of your brand. While that’s all good and fine, I would argue that having a vision for your brand and its growth is more important. It’s great to know where you’ve been and where you are, but if you aren’t looking at where you are going, there is a good chance you’ll run into a wall.
A clear vision gives you a mission and micro-missions to work towards. Vision connects you to what is vitally important for success. Clarity gives us velocity, which is key to building momentum as a brand and as a person. You must also have balance and effective self-evaluation, which can be key to helping your brand stay on track.
Additionally, having clear understanding of your brand’s story is important in order to be able to effectively stimulate interest. Connect people to your past and present, but don’t forget about your expectations for what is to come. If you have the ability to effectively share that vision, then people are going to want to be a part of that future.