Brand vision refers to the trajectory of a brand and what it hopes to achieve in the future. It is rooted in your core branding, but it encapsulates more than just the here and now. A perfect brand vision for your company will help to guide your business strategy and outline where you hope to be one day.

If you imagine your core brand identity as a kind of anchor, your brand vision is a place on the map you hope to chart a course to. It should resonate with customers and help to inspire employees.

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Despite investing thousands of pounds into branding initiatives, many businesses still undermine their image in front of customers and clients.

We explore some of the most common branding mistakes to avoid so your business can retain brand integrity in a global culture that is increasingly sensitive to the way brands conduct themselves today.

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Whether you’re building an entirely new brand or rebranding your organisation around different values and goals, defining what brand success actually looks like is important for tracking the intended outcomes and benefits of the process.

After all, building brands for purely superficial or abstract reasons isn’t beneficial or practical. We should build them to help us achieve better organisational alignment, a sense of identity (both internally and externally), and improve engagement among employees.

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