The difference between a dream and a vision is how clear you are on the details.

Every creative brand starts with a dream.

So how does a dream become a visionary brand?

The first step requires thoughtful reflection around your purpose and who you are here to serve. It’s essential to consider not only the creative aspects of your brand but also the practical elements that will make your vision resonate.

Before you commit to a visual direction, voice, or strategy for your brand, ask yourself a few questions:

1) What’s My Big WHY (and What’s Underneath It?)

If you’ve heard Simon Sinek’s groundbreaking TED Talk, “Start with Why,” you already know how essential it is to tap into your purpose. Once you know what you want to do, it’s important to ask yourself why you want to do it. To get to the “big why” underneath, I recommend digging into at least a few levels of why. When it comes to this aspect of your brand vision, give yourself permission to think BIG and be your most ambitious self.

2) Who Do I Work With and What Do They Want?

If you want to get your message out there, it’s important to be clear about who you are talking to. To create a brand that truly connects, you need to know who you’re serving. Set aside some time and take a deep dive into understanding your target audience. Who are they? What do they want? What do they need? Where do they hang out? This knowledge will guide your brand strategy and messaging and make sure that you’re talking to the clients that you really want.

3) How Do I Help?

Ask yourself, “What do I do to help my audience?” What key problems do you solve for your clients or customers? Clearly articulate the value you bring and how you can help them overcome their challenges or fulfill their desires. This comes back to the essence of your brand’s purpose. Think about it. You decided to start your business because you saw a need in the world and you wanted to make a change by offering some kind of solution. How can you speak to the issues you are passionate about through your work? How can you connect your client’s needs to your specific services and the purpose-driven solutions you offer?

4) What Are the Results?

What outcomes do your clients or customers achieve by working with you? Paint a vivid picture of the transformations and benefits they experience. Get as specific as you can when it comes to tangible results and real-life scenarios where they will see the benefits. This is an area to take up space and loudly celebrate what you have to offer. Let your clients know exactly what is possible when they work with you. Use stories and case-studies from previous clients or from your own life to show how your process works and why it delivers.

5) What’s the Impact?

Consider how you want to contribute to the world through your business. What positive change or difference do you want to create? Lots of amazing brands have changed the world through their businesses. For example, Tony’s Chocolonely pays double what most chocolate companies do in order to eliminate child labor from their chocolate production and ensure fair wages for their workers. Align your brand’s mission with your desired impact to create a deeper sense of purpose.

Take the Next Step

We are living in extraordinary times. Creatives and entrepreneurs have more power and opportunity than ever before. Experts say the creative economy could grow up to 40% by 2030. If you have a dream, now is the time. You can make an impact and build a visionary brand that leaves a lasting legacy. Remember, nothing is impossible when you have a clear vision and a passion for what you do.

Are you ready to transform your dream into a visionary brand? Download our free brand visioning guide to get started.