Insights in how to properly fuel your brand with one key feature.

1. HOW THIS ONE THING
IGNITES THE FUEL FOR
AN EPIC BRAND.
If done correctly.
UNO
UN
EEN
EIN

2. In all my experience of being in the
branding & design industry, I’ve noticed
that brands struggle being effective,
ownable and dedicated...
SO? WHAT’S THE THING...
Often resulting in flat or missed communications and poorly executed brand
design.

3. I am talking about VISION. Some call it
‘brand essence’ or ‘BHAG*’, or whatever...
Others will even claim that these are totally different aspects in the brand plan... ...
...
For me however, this is the single most important thing a brand has got to figure
out. Only when this is formulated correctly will it fuel every step, every decision and
every execution in the process of realizing business goals.
* Big Hairy Audacious Goal

4. A good vision statement needs to be
simple, inspiring, bold and tangible.
But most of all, a bit scary.
UNDERSTANDING VISION
It has got to dare you (and your employees) to put in the effort and spice up
motivation and moral, in order to get everyone aligned in the process and focussed
to the goals.
What’s my vision, you wonder?

5. EUROPE’S MOST
STYLISH BRAND
AND DESIGN
ATELIER- HMBLE
BECOMING

6. Ok, this really scares
the sh*t out of me.
MY VISION
But at the same time excites me to dream big and push the limits.
It is easy to understand and combines aspiration and the reality of actually
achieving it. Wouldn’t that be something?!
Based on this statement I’m able to map out key issues, obstacles, strategies etc.
Although brand strategy can be extremely comprehensive I firmly believe in
simplicity so I don’t get lost in the details, remain focused and keep the pressure on.

7. And yet there are brands (and even
agencies!!!) that totally ‘miss the plank*’
in describing their vision statements.
OTHER EXAMPLES
Thankfully there are brands and people that do get it. They use it as a driver for their
brand. And no, a brand’s success isn’t determined by it’s vision statement nor the
way it presents itself. It can however help your brand a lot.
Some examples.
* Literal translation of the dutch phrase
‘de plank misslaan’ - meaning, to misinterpret the issue.

8. TO CREATE A
BETTER EVERY-
DAY LIFE FOR
THE MANY- IKEA

9. NO ONE IS
KILLED OR
INJURED IN A
VOLVO BY 2020- Volvo
OUR VISION IS THAT

10. TO BUY
THE
NEW YORK
JETS- Gary Vaynerchuk

11. TO BRING
INSPIRATION &
INNOVATION TO EVERY
ATHLETE* IN THE WORLD
- NIKE
*ifyouhaveabodyyouareanathlete

12. Does your company have a vision
statement described? If so, can you
say it out loud?
CONCLUSION
If not, go figure it out. Learn it by heart. Why? So you (or your team) can rally behind
it and contribute to the brand, every day you go to work, with that in mind. It will
definitely make your work far more effective and your life much more fun. I’ll bet you
your boss will appreciate the extra effort.

13. Thank you for reading
one man’s opinion about
this matter.
I hope you found this useful. May it help you with creating your own vision statement.
And feel free in sharing your insights. Bye for now!
Jordi Oostmeijer