Developing Your Brand Vision and Mission

develop brand mission and vision black and white

In an earlier blog, we discussed 8 steps to designing your brand strategy. One aspect we only touched briefly upon was developing your brand vision and mission. Here we look at these aspects in more detail. What are they and how can you set the right foundations to achieve them?


Your brand vision

Your brand vision is much more than a one-sentence statement. It provides a picture of where you want your company to be 5 or 10 years. It’s important to note that this is your brand vision – not a strategic plan. It is where you envisage your brand will be, not at this stage how you will get there. But equally, it forms the basis for setting more specific targets. 

How many offices will you have? Where will they be located? What will they look like? How many team members will there be in each office and what will be their roles? What sort of brand culture will there be? What products and/or services will you offer and how will your brand evolve to keep up with emerging trends and developments? Which specific industry awards will your brand have attained? Which social causes will you contribute you – why and how?


Your brand targets

Now you have your brand vision in your head, write it down. Fill up the page. Then look over it and rewrite it so it is concise – two or three times if you have to. It will be your target reference point on how you’re going to get there. 

Along with your written vision statement, create a mood board with pictures of your dream house, dream car, the pristine beach or countryside vista where you will spend your ideal holiday, where your kids will go to school, or any other personal aspirations you may have. 

Through your vision, you now have a means of setting more specific brand targets and tracking your progress. What kind of annual turnover increase will you need year-on-year to pay your staff members? How much approximately will you be paying to lease your offices? What income will you need to achieve your own personal and family aspirations – house, holidays, education?


Your target markets

It is here that you can do further groundwork to develop a brand mission that is relevant to the kind of company you want to be, and your ideal clients and suppliers. Which clients do you want to work for? What industries are they in? 

Which are the specific job roles you’re targeting within your client base – marketing directors, business development, product managers? Do your target market have a specific demographic, business attitude or educational profile?


Your brand mission

Now you can get down to the specifics of your mission. While your vision is the aspiration, your mission is the backbone. Here are some examples:

  • 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.
  • Nike: To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.


THE BLACK AND WHITE GROUP: To adopt an open, collaborative approach in understanding our clients’ business, defining clear objectives, and delivering relevant content marketing with maximum impact.

Once you have the basics in place, and you are on course to achieving your brand aspirations. You have imagined them, defined them, and found a way to track where you are going.

To learn more about THE BLACK AND WHITE GROUP’s branding, graphic design and copywriting services, contact us on +971-50-4575469,, or see our work on

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