ABSTRACT
This chapter focuses on the brand vision block of the process for building and sustaining brands (see Figure 4.1). The purpose of the chapter is to clarify the importance of brand visioning, as the first stage of the brand-building process, and to provide insight about the three components of a powerful brand vision. The chapter opens by explaining the directional benefit that a brand vision can provide. It then looks at the first component, the envisioned future, and considers how to set about identifying an envisioned future. The second component, the brand purpose, is then reviewed and ways to elicit this are explored. The third component, brand values, is then addressed. The rationale for having a clear set of values is reviewed, the difference between category values and brand values is clarified, and the need to understand actual rather than espoused values is explained. Ways to identify brand values are discussed and the need to differentiate between core and peripheral values is considered. It is not inconceivable for some employees’ values to be at odds with the brand’s values, and because this may lead them to behave in a way which does not support the brand, the issue of aligning staff and brand values is discussed.
