Branding is about so much more than logos, colors, and fonts. Even companies such assuper cheap signsalso know the importance of branding and raising awareness of your business or any products you wish to promote.
Those aesthetic elements are essential to building a memorable brand, but they’re not the heart that drives an organization, and they aren’t really the right place to begin a brand journey. Read on to discover our expert advice on how to create a brand vision board, plusget our free downloadable brand vision board template! And if you’re ready to take it to the next level, you should definitely check outldsports乐动体育 andbook a content strategy sessionwith our expert team.

Brand Vision Boards & The Branding Journey

We recently went on a “branding journey” here at Untold Content, where our team met by video chat over the course of several weeks to brainstorm and create our brand image. Our goal was to establish a coherent brand image that revealed the heart of what we do with and for our clients and communities. What we found in those conversations was that it’s pointless to begin a branding journey by diving in to designs we like and typographies we love. Successful brand journeys must start with words, not designs alone.

通过对我们业务的本质和核心提出深层次的问题：我们最喜欢做什么样的交付物、我们喜欢和谁一起工作、我们在合作时释放出什么样的“氛围”，我们能够对我们的品牌建立一个基本的了解visionbefore ever talking about design.

User-centered designers would agree that all excellent design starts with knowledge, concepts, and what we’re calling herevisions.

Brand Vision Board Example

So we created the following brandvisionboard to host all the deeper thinking that informs our brand image (check out our design-basedbrand board here):

While a good old-fashioned brand board showcases your organization’s brand in one impactful, visual package,a brandvisionboard reveals the words, knowledge, and mission that drives your brand: your organization’s vision for what impact your brand makes on the world.

十个品牌视觉的元素Board

We designed our brand vision board to capture all of the information that drives our vision as a company. What are our strategic, true north goals? What content will be deliver and why? Who will benefit from this work? In a way,a brand vision board serves as a one-page business planthat anyone in our company can reference quickly to remember the key concepts that drive our work. But it is easy towhat is a company vision?

We recommend that your brand vision board include the following elements:

1. Tagline:Although this is featured at the top of the brand vision board, you might not start your brand journey by discussing the tagline. This often comes later in the process, after you’ve established who you are and what you do.
2. Who We Are:How will you package yourself to the clients, leads, and communities you want to serve? What are the characteristics of your team? Do you have a shared educational background or level of experience? This is the place to establish who you are as a company.
3. What We Do:第二，要知道你是谁，就要确定你提供了什么（更重要的是，你没有提供什么）。尽量使这个部分有触感。
4. Vision:This is your organization’s vision for the future. At the highest levels, what do you most hope to achieve? This is your opportunity to dream big about the zoomed-out impacts you will make on the world.
5. Ideal Clients:After establishing the higher-level items, like who you are, what you do, and your vision, it’s time to get more focused on the practical issues that drive you toward those big goals. It’s essential that you understand your ideal clients so that you can focus your content marketing and outreach efforts on building relationships with those audiences.
6. Client Pain Points:Anything you create and deliver should address a client pain point, which are the gaps in your ideal clients’ work and their needs. We find that many of our clients are decent writers, but lack time and resources to write. This knowledge drives our business model (i.e. we do writing) and our content mission statement (i.e. we provide resources to support better business writing).
7. Content Mission Statement:Inspired by the book,Content, Inc., this section of your brand vision board contributes directly to your content marketing strategy. Whatever content you will develop and deliver as an organization-whether web copy, blog posts, podcast episodes, YouTube videos, email newsletters, white papers, peer-reviewed publications, and ANY other content-based deliverable-should align toward a larger mission that contributes to your organization’s vision. A content mission statement indicates the medium you will deliver content in (for us, this is primarily our blog), what you will provide, who you will provide it to, and why it will help them. This is a key aspect of your content strategy because as you go to write or create content, you can return back to this mission statement again and again to ensure that what you create serves your larger mission. Alignment is key to successful communications.
8. Advertising:一旦你创建内容,你将如何分享智慧h the world? This is not traditional advertising, but rather an opportunity to broadcast your message and build client relationships by addressing their pain points. Choosing the best networks to deliver your content and creating a content calendar is key. Check out some great advice on this from social media guru,Kimberly Jimenez.
9. 产品：What key products and services will you deliver? This is where you write down the kinds of things you produce (and make it clear what falls outside of your content strategy by leaving some things off the list).
10. SEO Keywords:If you’re creating amazing content that no one can find, then what’s the point? We use the搜索页面关键词research databaseandGoogle Trendstools to see what common things our clients and communities are searching for online and then make sure that we word our blog posts and online services in ways that the Google SEO spiders will understand and rank highly. If you want people to find your content, then you should consider identifying the most common search phrases that will lead folks to your work. You could also think about hiring an SEO consultant in your area, e.g. if you are a company based in Britain you could go for someone like丹尼尔·福利who is a freelance consultant that can help with SEO strategies, audits, etc. Finding the best one to suit you will make your business thrive. With this in mind, if you do decide to reach out to a digital marketing specialist for SEO advice, it is in your best interest to do your research to ensure that the marketing expert you decide to contact has experience relevant to your field. For example, if you are interested infinancial advisor marketing, your requirements will be different compared to a company that requires creative sector marketing.

你的品牌愿景板在最高层次上揭示了你作为一个组织在做什么，以及你希望创造什么样的影响。享受这个过程！请记住，明确愿景是为组织建立成功品牌的关键。

Create your own brand vision board withour free template download!

Check ourour design-based brand board here!

Love this idea? Want to know more? Learnhow to write your organization’s content and communications strategy.

Want us to help you build a content strategy that aligns with your organizational mission and vision?ldsports乐动体育 !

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