What is a Brand Vision?

A brand vision is a future vision of a brand. It outlines where a brand is going. What it stands for, and what it wants to achieve.  

A Brand Vision reflects the mission and vision statements of a company and incorporates its brand identity, market positioning and branding. Ultimately it maps a vision and trajectory for the future. It takes years for a brand to build its stature and reputation, and this is why a brand vision is so important – it is ultimately both the goal and the route map to success. 

Mission vision and values illustration.

Brand Vision Explained

Your brand vision should be encapsulated in mission and vision statements. These documents help you to define your goals for your business and outline how you would like your brand to appear to the outside world and your employees.

In a nutshell, your Vision statement should relay the future position you’d like your brand to occupy in the future. Whilst your Mission statement defines how your brand currently defines itself, its goals and how it plans to reach these goals.

By using both the Brand Vision statement and mission statement together, you can chart a journey between where you are now and where you would like your brand to be. Many brands use consumer research to get into the minds of their customers and competitors. Get to really know the space you’re in to understand what consumers want and how the vision of your brand in the future fulfils that desire.

More about Brand Research Services

Examples of Brand Vision Statements

If you are looking to develop your own Brand Vision, then head over to visionarybusinessperson.com for some inspiration. Or talk to one of our brand insight experts who can help you with some research solutions.

Momentum Vision One
Reebok's Vision

Reebok is dedicated to providing each and every athlete with the opportunity, the products, and the inspiration to achieve what they are capable of. Everyone has the potential to do great things. 

Hero Brand Archetype Vision One
Starbuck's Vision

To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”

Trust Brand Love Vision One
Coca-Cola's Vision

To craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that makes a difference in people’s lives, communities and our planet


Introducing BrandVision

Vision One’s pioneering brand tracking and brand equity measurement research system provides an all-in-one solution to all your brand insight requirements

   – All vital KPIs are at your fingertips
   – Improve your brand performance
   – Identify current and predict future trends
   – Monitor your competitors
   – Evaluate your marketing activity

BrandVision is a versatile system that is designed for brand owners to track their brand but also explore a wide range of business issues including; creative testing (advertising, social media & messaging), testing new product ideas (e.g. variants, flavours), design (e.g. logo, packaging),

Our Brand Health tracking is designed to provide clear strategic insights that help improve business decision-making and save money on other research too!

Total Brand Tracking


Watch our short 40sec video introduction to BrandVision here:


Maximimising the ROI of your Brand Vision with research

FInger on the Pulse

Use brand tracking to get real-time insights into how your brand perceptions have changed and how your competitors are positioned.

Achieve your goals

Use analysis and modelling to simulate the impact of your brand tactics on your KPIs so you know and understand how to maximise and focus your efforts on achieving your goals.


We create custom dashboards and reports so you can easily share insights across your business, making everyone in your team a brand custodian focused on achieving the vision.

Powerful Metrics

Our unique approach to tracking goes beyond just providing KPIs. BrandVision is highly adapatable, with a range of brand metrics built on latest learnings on how brands grow.

Expert Insights

Without expert guidance most research is open to an array of interpretation. But we see it differently, we are highly tuned into the metrics what they mean to brand owers.

All in One

Our approach to Brand Tracking puts it at the heart of your business and marketing strategy. Its flexibility means it can provide the majority. if not all the brand isnights you could dream of.

Our Brand Vision Experts

Alex Brown Head of Operations Vision One
Alex Brown

Director of Insights

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Kendra Furey Client Success Manager Vision One
Kendra Furey

Head of Client Success

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Evie Bradbury Client Success Manager Vision One
Evie Bradbury

Client Success Manager

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Tony Lewis CEO Vision One
Tony Lewis


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If you are curious to know more about how our brand research services, or how our insights can help grow your business, then please give call us on 0203 693 3150 or use the contact button below.


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