A company vision sets a business apart from all others. What is a company vision? It is a business’ forward-thinking declaration of its aspirations for the future. It is the image it has of its goals before plans are laid out for how to achieve them. Company visions often are a declaration of a business’ desire to innovate and change its market for the better.
The vision is also a foundational component of a company’s brand. The most compelling ones inspire employees and endure as a business grows. Yet, many businesses don’t actively communicate their visions. Companies that don’t promote their visions are missing a marketing opportunity.
Why do it? A business that actively promotes its vision is positioning itself as a thought leader and innovator in its market. Touting its vision is also a great way for a business to differentiate itself from it competition.
If a company doesn’t have one, it should write a vision statement. Once that is done, it is time to share it with the world. The following are suggestions of ways that a company can market its corporate vision.
Many businesses have their company vision statements listed on their websites. But the statements are usually buried somewhere deep in the site’s “About” or “Company” sections. Liberate your vision statement! Highlight it in appropriately-placed callout boxes. Or go for the gusto and place the vision on the home page so that every visitor can easily grasp the business’ reason for being.
Does your company produce an annual report? Incorporate the vision into the CEO’s letter to shareholders. Have executives discuss it at the annual shareholder meeting. If your company publishes a newsletter, include mention of the vision in it. As progress is made, write articles and updates about it.
Incorporate It into Your Tagline
A tagline is a means of communicating a brand-based message. It should be changed over time as a business evolves. Taglines are another way to promote a company’s vision. This strategy is especially appropriate if a company’s marketing objective is to establish itself as the thought leader in its category.
Some examples of past and present vision-inspired taglines are: “Think Different” (Apple), “Imagination at Work” (General Electric), “The World’s Networking Company” (AT&T), “The Power of Dreams,” (Honda) “The Next Stage” (Wells Fargo) and “The Power of Human Energy” (Chevron). Can you think of others?
The next post will provide additional ways for companies to promote their unique visions.