This blog is meant to be practical, and I’m including elements from my standard branding process that I’ve used with clients for several years. The next section contains a variety of questions and exercises that will help you craft a vision statement for your business or organization. I hope it proves fruitful and effective for you.


Answer the following questions about your business, brand, or idea. Do your best to answer them based on your vision for your business, not based on your current status.

1. What do you want to do in your business, brand, or idea?
2. Where do you want to be eventually with your business, brand or idea?
3. Where do you want to be in the next year? 5 years? 10 years?
4. What constitutes a “success” when it comes to your business, brand, or idea?
5. In an ideal world with no limits, what do you want to accomplish?
6. List 5 key values that make up your business, brand, or idea.
7. Please describe your business, brand, or idea as you envision it (not what it is currently)
8. Now describe your business, brand, or idea in only one sentence (50 words or less)
9. Now describe your business using only keywords (10 words or less)

1. Are there any differences between what you currently are doing and what you want to do?
2. Are there any areas in your business that you would view as barriers/hindrances to attaining your vision for your business? Describe these barriers.
3. What are the current limitations that you are facing in your business that is affecting your ability to attain your vision?
4. Are you compromising on your values in any way? Describe.
5. Does the current description of your business match the ideal description of your business that you wrote above?