We were forwarded a thought provoking article last week from the Harvard Business Review, titled Having Ideas versus Having a Vision
At the time, this article resonated with us, and the resonance became a tune yesterday when we caught up with a contact, Kieron Fitzpatrick who has previously built a business around helping businesses define their Vision. Kieron spoke about the true value in having a vision, and how this defines the energy and direction of a business. It was not long before we ventured to the subject of brand v vision.
So how is a vision any different to a brand?
The vision for a business should be an embodiment of the brand. After all, a leader cannot call out a vision to pursue, if the business does not have the capability to pursue that vision? Are the brand attributes of a business that which help a leader determine the vision?
For example, Coca Cola explain their Mission and Vision, and use words that are not too different to how we see their brand. They use words like;
- Refresh
- Inspire
- Create
The closing statement is Be the Brand: Inspire creativity, passion, optimism and fun…
So how intertwined is the vision of Coca Cola with their Brand?
Further to this, we pondered the question of who is the Trusted Brand Advisor? Who is responsible for making sure that the way the company behaves and makes decisions is aligned with it;s brand and vision? Is this the CEO?
We believe that this is a role that Brand Agencies could and should be playing in the future. If a Brand agency helps an organisation to create it’s Vision and Brand, then why shouldn’t they stay involved to make sure the brand is brought to life through the right behaviours and actions?
These same principles should also apply to the employer brand and the process of attraction, selection and retention?
What are your thoughts…who plays the role of Trusted Brand Advisor in your business?
Is it important to Be Your Brand?
