Does your company vision build your brand?

Surprisingly, there are still companies that hang their company mission and vision statements on their office walls.  And even more include this information on their websites and company profiles. And mostly, it’s blah, blah, blah.

Your target market probably doesn’t care that you plan to expand into Africa or become the leading widget maker within 5 years.  They’re not impressed that you intend to reduce carbon emissions by 2% before they die.  What they want is to know what you can do for them today.

Corning, on the other hand, have a vision that grabs you by the throat.  It may not say what Corning can do for you today, but we’re definitely not just looking at Granny’s casserole dish anymore!


  1. Jennifer on January 18, 2013 at 14:41

    Hi Ann,

    I believe that a company’s vision should encompass the values of the brand/s, thus it should also be part of building a brand. Visions that are straight out of an MBA textbook and have no value or meaning intrinsic to the brand are definitely not building the brand. However, where I disagree is that it is not just the consumer that matters in this equation. The staff members and suppliers of a company must also be inspired and reminded of what that company vision is all about. Whether that is being done properly in many companies is a moot point, but we need to remember all the “People” in the brand equation and not just focus on the consumer in order to build a successful brand.

    • Ann Druce on January 18, 2013 at 17:18

      I agree wholeheartedly that a company vision should have a staff buy-in; without this it may remain the Board’s wish list. Simply creating a document won’t make the vision a reality.

      But while Corning has a mind-bending vision that makes you reconsider the entire brand, most companies have a more modest view of their future, and unless it is credible and enhances the reputation of the brand, it’s probably not worth sharing with consumers

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