10 Steps to a Vision
I believe that in order to help a company develop their business vision and implement a dynamic marketing communications plan, a holistic approach should be adopted. Starting with the ‘vision’, moving to innovation and delivering your message to the market through an integrated and practical approach. The foundation on which I have built my ‘7 Branding Rules’, is the first rule; “Keep looking ahead – you must have a vision.” You can’t brand, market or sell your business unless you know exactly where you want to go know, what you want to sell and to whom. So let me take you on the first stage of your branding journey….
“A vision is more than an idea that you possess, but rather an idea that possesses you!”
This is not just a euphemism, if you don’t have a vision you need to develop one. Think of it as an exploration or challenge to decide where you can take your business next. But remember, it should be 3 things… ‘Believable, Achievable, Stretching.’ Follow my 10 Steps to guide you on your journey.
Step 1. Consideration
An important step which establishes where you are as a company and where you ultimately want to be in regards to your long term plan. At this stage taketime to absorb your surroundings and find out what is happening in the marketplace right through from your target audience, competitors to suppliers. Be in a positive, relaxed and creative frame of mind. Surround yourself with wise counsel, weed out the negatives! Think of people likebuttons on an elevator. Some will take you up and others will take you down.
Step 2. Motivation
Be confident that the motivation for your vision is based on a solid foundation, right for your business, timely and overall worth the effort. It is imperative that you believe in your vision. Ultimately you need to be passionate (meaning of passionate is “to die for”) as this will be the driving force that makes you want to pursue going above and beyond.
Step 3. Examination
This step looks at what you need to achieve in order to get your company where you want to be. Look at all aspects of your business and establish what is required to achieve this vision. Consider the task and cost wisely.
Step 4. Responsibility
Be real; make yourself fully aware of the risks and be prepared to take ultimate responsibility for the outcomes. General Eisenhower was given responsibility for planning the D-Day invasion. Giving the go ahead was a painful decision, one he knew would lead to many deaths. Yet if it was successful, it would guarantee victory. In the hours prior to the assault, Eisenhower wrote a press release that he would use in the event of the invasion’s failure to ensure damage limitation. It read; “Our landings have failed… and I have withdrawn the troops. My decision to attack at this time and this place was based on the best information available. The troops, the Air Force and the Navy did all that bravery and devotion to duty could do. If any blame or fault attaches to this attempt, it is mine alone.”
Step 5. Exhortation
It’s all about team buy-in. Remember you can’t achieve your vision alone. Strongly encourage your internal audience to help you achieve your vision. Build a tight, committed team then identify and allocate them to their “Strength Zones” all the while keeping the team together. Bono was quoted to say; “There are moments when people are so lost in themselves and the demands of their own life, that it’s very hard to be in a band… people want to be lords of their own domain. I mean, everybody, as they get older…rids the room of argument. You see it in your family; you see it with your friends. They get a smaller and smaller circle of people around them who agree with them. And life ends up with a dull sweetness.” The bottom line is that if we want to succeed then we need to keep the team together.
Step 6. Explanation
Make your vision clear to your audience and make sure that it has substance, logic and understanding.
Step 7. Invitation
Go public and actively invite invo lvement from your audience. Be clear about what is required from each participant and ultimately what the vision will deliver.
Step 8. Opposition
Don’t be surprised; expect opposition. As Albert Einstein said, “Great spirits have always found violent opposition from mediocrities.” To counteract this have a plan ready on how to respond and leverage/exploit this opposition. Remember a certain amount of opposition is healthy!
Step 9. Confidence
Declare confidently and assertively that your vision is firm.
Step 10. Clinical Execution
Deliver your vision without debate or negotiation - “Fete Accompli”. At this stage it is crucial to keep momentum strong. When Canadian sprinter Donovan Bailey ran the 100 metres in 9.84 seconds and was hailed the world’s fastest man, the experts who critiqued the videos made an interesting discovery; “Bailey never once lost momentum. In fact, he was still accelerating as he crossed the finish line.”
In essence be committed to your vision – branding is a journey, not a destination.
