Brand Influence Begins with ‘V’…Three of Them

Organizational vision statements are great, but every “corporate vision” begs the question: Are the actions of the organization and the responses of the organization’s stakeholders harmoniously working together to reach the brand vision for everyone’s benefit?


It’s a question few organizations consider and one that has everything to do with brand image. According to, a vision statement is, “an aspirational description of what an organization would like to achieve or accomplish…and is intended to serve as a clear guide for choosing current and future courses of action.” However, no organization operates in a vacuum, especially non-profits, and needs its stakeholders to embrace the vision if the organization is going to “achieve or accomplish” its goals. In an age of corporate suspicion, organizations can’t assume buy-in or brand loyalty. If your organization wants to share ownership of its vision with its stakeholders and create brand loyalty, it has to embrace the  “3Vs” that culminate in brand influence. Continue Reading