Why Your Corporate Marketing Communications Strategy Needs Vision

I want you to take a moment to think about some of our world’s greatest visionaries. Consider—for a moment—individuals who have changed the course of humanity because of their contributions to science, technology, medicine, and the arts. What do they all have in common?

I’ll help you out with this one.

These people, the greatest leaders and innovators of all time, have vision for their marketing communications strategy. Now you may be wondering why this is important. Let’s start by first understanding what, exactly, vision is. Walt Disney, who was arguably one of the most imaginative minds in the world once said, “If you can dream it, you can do it.” When we dream (the act of playing out our imagination) we see things in our minds that have yet to manifest in reality. In this way, we can best understand vision as imaginative conception or anticipation.

So what does this have to do with you and your business?

Successful businesses and organizations are good at setting benchmarks and hitting goals. These are well-intended data points for maintaining the status quo. But, great businesses and organizations understand that without vision driving the marketing communications strategy there is nothing to push the mission forward.  There is no imaginative conception or anticipation for followers to get behind.

Vision allows an entity to take the collective goals of internal stakeholders (e.g., HR, accounting, the marketing department, the board of directors, etc.) and draw a holistic picture for where the company or organization can be. Vision is different from a goal in that goals are pre-set and measured while vision is a bit more obscure and adaptable. It is created not for the purposes of metrics; rather vision allows leaders to garner buy-in from internal stakeholders on the direction the organization is headed. And it is the very thing that reminds everyone why they show up to do what they’re doing each day. You could even say vision gives your organization hope.

Below are three key suggestions for developing and sharing corporate strategic vision:

  1. Be Transparent: All clarity begins in the place of transparency. When organizations are open about where they are and what lies ahead, there is room for healthy dialogue. This encourages internal stakeholders to share their perspective on where the organization can and should be. Having transparent feedback from all sectors of an organization allows leaders to develop cast a solid vision that is widely supported.
  2. Make it Clear(ly Inspirational): A vision should be expressed clearly enough that individuals other than the leader can understand the direction of the vision. If this is not the case, leaders should consider reframing the vision in a way that inspires people even if it’s not easily comprehendible.
  3. Make it Bigger Than You: The reason why visionaries are able to create ideas that stand the test of time is because their ideas often solve problems afflicting the greater population. If a vision is solely focused on a small segment of people it will not have the sustainability to carry on. When a vision is shared by the masses, it moves from just being a thought onto an idea woven in the tapestry of society.

Have you considered what the corporate strategic vision is for your company and organization? If so, we would love to hear about it in the comments section below.

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