A to Z of Marketing: V is for Vision

As a marketing guy, I can take your business any place you want. But only if you have a vision. I can't take you there if you don't know where you want to go--if you lack vision. In our continuing, alphabetical and sequential exploration of marketing, "V" is for vision, as in Brand Vision.

Where is your brand today? Are you a newly launched upstart, striving to attain credibility? Is yours a mature, established brand seeking to become known for something new? It is important--in fact it is the very starting point--to determine this.

[What do your colleagues think? Do they agree with your assessment? Have you ever had such a conversation?]

Are you #1 in your space ... the clear market leader? Or are you #2 ... #3 or lower? Do you even know how to measure your market share? Naturally, the stewards of the leading brand will have a different brand vision (and corresponding strategy) than those who are coveting that spot.

[Would your top five and bottom five customers agree with your perceived ranking? How do you know?]

Where do you want your brand to be in two years from today? How about in five years? You will never get there if you avoid defining and articulating your brand vision. It's time for some thinking and time to make some choices.

Don't be fooled. A term like "Brand Vision" can sound esoteric, superfluous or "touchy-feely." It is nothing of the sort. It is strategic. The brand vision can and must be quantifiable, defensible and imperative.

Ask any marketing genius. Take care of the Vision and you will soon be dealing with another "V" ... Victory!