Five Critical Elements Of A Compelling And Enduring Brand Vision – Forbes

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At some point, the coronavirus crisis will be over. The shock wave will have ebbed. But the brand-business landscape will be different. Peoples behaviors will be different. However, basic universal needs will still be the same. Karl Albrecht, in his 1994 book, The Northbound Train, stated that successful leaders will be shock wave riders who see the big waves on the horizon and are intuitive enough to position their businesses to ride those waves. In other words: see the big wave on the horizon for your brand. Look far ahead. What do you see? What is your brand vision?

A brand with a clear, powerful, articulate vision defines its North Star. A shared brand-business vision is a powerful, big brand wave. A shared vision keeps brand-businesses going strong, over decades. Having a shared brand-business vision creates resilience and endurance.

Bill Gates had a vision.His vision was that one day there would be a computer on every desk and in every home. Microsoft did not make computers. Its mission was to make computers as easy to use as the telephone. As a software company, Microsofts purpose was to put the power of computers into peoples hands so they can access, integrate and use information more easily than ever before: what they call information at your fingertips. Even with all of the new services such as cloud computing, Microsoft is staying true to its vision.

Henry Ford had a vision that everyone who makes a car will be able to drive a car to work. To make this happen, Ford would make a car affordable for every American. The Peace Corps had a vision that life can be better even for those who have little hope. To make this come true, it would create a peaceful army teaching skills not making war thereby turning hopelessness into hopefulness.

Perhaps one of the most enduring visions that created one our most beloved brands came from Walt Disney.Walt Disneys vision was to create a place where the whole family could have fun and escape from the stresses of the real world. It would be a safe, high quality, happy, magical place appropriate for the whole family. What is amazing about Walt Disneys vision is that it is not only alive and well today, but that it continues to guide the Disney brand-business now and into the future.

In a recent interview about Disney post-coronavirus crisis with Bob Iger, Executive Chairman, he said, We have always been a place for people to go to enjoy their lives and distance themselves from whatever daily issues they may be facing. Walt Disney could have said this.

Mr. Iger added that when this terrible crisis is over, Disney would still be the place for enjoyment and a place to escape to. This does not mean that it will be business as usual. Well within the framework of Walt Disneys vision is the idea that for people to have an enjoyable, magical experience, they must feel comfortable and safe. Walt Disneys original vision is still relevant today and it will still be relevant tomorrow. Iger is still executing against Walt Disneys vision that people want a safe, happy, magical place to escape to.

What made Disneys vision so powerful? Walt Disneys vision had the five critical characteristics that a vision must have.

First, it is aspirational. Mr. Disney articulated an ambitious, challenging and compelling idea. It is a possible dream.

Second, he provided a clear sense of direction, one that still guides the organization today.His vision defined where he wanted to go. It was about more than parks. It was an emotional state... a mindset. This direction captured the spirit of the organization and provided an umbrella for future brand developments, such as Disney Cruises, Disney Resorts or an actual town, Celebration, Florida, in which to live.

Third, Walt Disneys vision defined the purpose of the business, why the organization exists. The idea of a happy place to escape to for people of all ages is an inspiring sense of purpose. Today, Disney offers many options for escape from movies, to sports (ESPN) to vacations, to a new streaming service.

Fourth, it is simple and clear. Walt Disneys vision continues to be easily communicated, easy to read and easy to understand. This makes it easy to execute.

Fifth, the vision is inspiring.The vision is compelling, visceral and motivating. It is a powerful force, even in hard times, as Mr. Iger references: Its (the coronavirus) the biggest (challenge) by far in terms of challenges. You have to be realistic about the size of this and the impact of it all. But, we know when it ends that we will have things for the public to enjoy maybe in ways they will appreciate more than they ever have.

A compelling vision is a business North Star. Years ago, a co-CEO of the beverage company Odwalla, said, A vision statement is like the sun. You cant ever get there, but its an attractive force that stimulates the growth of many things. Making progress toward your brand-business vision is a continuing constant for the enterprise.

A brand-business vision defines the common direction for all actions on behalf of the enterprise. Without a defined direction, a brand can lose its way. As the late George Harrison sang, And if you dont know where youre going, any road will take you there. A powerful vision guides the brand-business through good times and bad times. A powerful vision frames the present and creates the future.

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Five Critical Elements Of A Compelling And Enduring Brand Vision - Forbes