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What are some of the best practices and tools for developing a brand vision framework?

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A brand vision is a clear and compelling statement of what your brand stands for, where it wants to go, and how it will get there. It guides your strategic decisions, aligns your team, and inspires your customers. Developing a brand vision framework can help you articulate and communicate your brand vision effectively. Here are some of the best practices and tools for creating a brand vision framework.

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1 Define your purpose

Your purpose is the reason why your brand exists beyond making money. It reflects your core values, beliefs, and aspirations. It answers the question: What impact do you want to have on the world? To define your purpose, you can use tools such as the Golden Circle, the Why Statement, or the Purpose Pyramid. These tools help you identify and express your purpose in a simple and memorable way.

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Jen M.

Head Writer & Co-Founder at Sheer Havoc | Elevating brands through powerful storytelling | Let's connect!
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Don't forget to tap into the power of storytelling. Sharing your personal journey or a key moment that inspired your brand can really help create a deeper connection with your audience. It makes your purpose more relatable and memorable and it feels way more genuine.

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2 Identify your target audience

Your target audience is the group of people who share your purpose, need your solution, and value your difference. They are the ones who will benefit from and support your brand vision. To identify your target audience, you can use tools such as the Empathy Map, the Persona Canvas, or the Value Proposition Canvas. These tools help you understand and empathize with your audience's needs, wants, pains, and gains.

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Kerri Voyles

Founder & Chief Brand Cultivator @ Flourish Creative | Inclusive Brand Consultant | Nonprofit Speaker | Community Advocate
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Don't define your target audience in a vacuum. Talk with people to validate your assumptions and gauge their true challenges and opportunities.

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3 Craft your positioning

Your positioning is the unique space that your brand occupies in the minds of your target audience. It differentiates you from your competitors and establishes your relevance and credibility. It answers the question: How do you want to be perceived by your audience? To craft your positioning, you can use tools such as the Positioning Statement, the Brand Essence, or the Brand Archetype. These tools help you define and communicate your positioning in a concise and compelling way.

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4 Set your goals

Your goals are the specific and measurable outcomes that you want to achieve with your brand vision. They reflect your ambition and direction. They answer the question: What do you want to accomplish with your brand vision? To set your goals, you can use tools such as the SMART Framework, the OKR Method, or the BHAG Concept. These tools help you set and track your goals in a realistic and motivational way.

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5 Choose your strategies

Your strategies are the high-level plans that outline how you will achieve your goals. They reflect your choices and priorities. They answer the question: How will you accomplish your goals? To choose your strategies, you can use tools such as the SWOT Analysis, the Ansoff Matrix, or the Blue Ocean Strategy. These tools help you analyze and select your strategies based on your strengths, weaknesses, opportunities, and threats.

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6 Create your action plan

Your action plan is the detailed roadmap that specifies the steps, tasks, resources, and timelines that you will follow to execute your strategies. It reflects your commitment and accountability. It answers the question: What will you do to implement your strategies? To create your action plan, you can use tools such as the Gantt Chart, the Kanban Board, or the Action Priority Matrix. These tools help you organize and manage your action plan in an efficient and effective way.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Stephanie Conserette

Health Equity Advocate. Expert Marketing Strategist. Mentor.
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Agree with all of these, and would want to add the product marketing component. Your brand vision has to be more than positioning and buyer personas. For true authenticity and best growth opportunity, you brand vision (especially your target audience and brand purpose) must inform your product development and roadmap. Say/Do is critical in your branding for sustained customer advocacy.

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What are some of the best practices and tools for developing a brand vision framework?

1

2

3

4

5

6

7

1 Define your purpose

2 Identify your target audience

3 Craft your positioning

4 Set your goals

5 Choose your strategies

6 Create your action plan

7 Here’s what else to consider

Branding

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What are some of the best practices and tools for developing a brand vision framework?

1

2

3

4

5

6

7

1 Define your purpose

2 Identify your target audience

3 Craft your positioning

4 Set your goals

5 Choose your strategies

6 Create your action plan

7 Here’s what else to consider

Branding

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