About meaningful-vision and your product

We often talk about the big picture when talking about brand vision. Ideally, responsible products should be born from the heartfelt vision to bring positive changes to the world but it’s not always the case. Does the brand vision justify the impact?

What is brand vision?
Typically, it is a future focused statement that a brand forms after they establish a purpose of existence beyond just making a profit. The brand tells what it wishes to achieve by stating the vision they have for the world.

Having a clear vision is less chaotic and more directive for the business but having a meaningful-vision is fundamental when entrepreneurs start their business in wish to coexist with the rest of nature. Brand vision shows the direction a brand derived from the organization is moving towards, and it trickles down to brand core statements. This is why it plays the most important role in the developmental state.

During Bonethica Strategy sessions, we analyse the questions of the brand vision with our clients as a linear and primary derivative of their brand. Because there is a difference. Entrepreneur can be drawn to developing a product that she/he is attached to and see the heartfelt vision but one that may not justify the negative impact it makes. If we want to look at coexistence, we should try to ‘zoom out’. Is our vision valuable, as in, worthwhile for the rest of nature? What is the cost for the rest of what is known to us on this planet? We ask those kinds of questions during the brand development sessions at Bonethica and help bring brand clarity in symbiosis with nature.

 (Practical part of the publication)

Zoom Out
5-15min brand development exercise (use with headphones)

Audio transcript:
Hi. It’s Bonethica live audio recording from the city park for a brand development exercise we call ‘Zoom Out’.

Look around the space you are sitting/standing. Close your eyes and imagine slowly zooming out. See in your mind’s eye the changing views. Notice what’s below you, while by each level of height the view is getting smaller and smaller, so that finally you’d see the planet from above.

From this far view, imagine what it takes to deliver one of your products/services. Really try to see the chain of actions, that whole process. Then, multiply that process. Now imagine sprinkling your product/service over the Earth and filling up its surface. What do you see happens? Stay with this motion for a few minutes.

Now, open your eyes and draw a circle representing the substance of your imagination. Then, mark and write notes to all associations with what you saw to what your product evoked in the world.

I will leave you to it. Remember you can repeat this exercise as many times as it feels productive.