What is a brand vision?

A clear vision reflects the actual goal of the brand as concisely as possible and provides the necessary orientation internally (management, employees) and externally (customers, partners, prospects). The brand vision describes, so to speak, the guiding idea of a company and should be unique, credible and easy to understand. A vision should inspire and be easy to visualise. Then, in future, it will be said: brand XY is known for …!

“Imagine a world in which every single human being can freely share in the sum of all knowledge.” (Vision of Wikipedia)