It's day 4 of our 31 ways to build a brilliant brand series. Today we consider how important it is to have a clear vision for your business.
Sit down and ask yourself: Why does your business exist? What difference do you want to make? What legacy do we want to leave?
Defining your purpose will motivate your team, attract customers and keep everyone focused on achieving success. Everyone, at every level of your organisation, needs to understand and support your vision and the role they will play in making it happen.
Write your BHAG (big, hairy, audacious goal) down. It needs to be short, clear, memorable and easy to understand. For inspiration:
Nike’s is simple and powerful - Crush Adidas
Ford’s was ambitious - I will build a motorcar for the great multitude… when I’m through, everybody will be able to afford one and everyone will have one
Apple’s is passionate - To make a contribution to the world by making tools for the mind that advances humankind
What’s your going to be?