Is Your Brand Vision Clear or Foggy Like a Winter Window?
You wake up on a frosty morning, and your bedroom window is fogged up, hiding the view outside. You know it’s probably cold and cloudy out there, but you can’t make out the details. You need to head out soon, but you’re stuck wondering: What should I wear? What’s the temperature like? Is it windy? Is it raining? And yes, it is frustrating, because you don’t know what’s out there! Not knowing how to prepare or what to expect can feel overwhelming.
The same goes for your brand—without clarity, it’s hard to make any sort of plan or see where you’re headed.
Reason why having a clear brand vision is essential when building your business. It’s one of the foundational legs on which everything else stands: your connection to clients, your messaging, your visuals, and your marketing.
Your vision gives you purpose and guides every choice you make on your business journey.
Defining your vision is about discovering what truly resonates with you and creating a business that feels authentic and fulfilling. It might not always be easy, but it’s worth it.
WHY A CLEAR VISION MATTERS
You might wonder: “Why a clear vision is essential for my brand? I just want to offer my services, help people and have a business that allows me to live the life I want. This is my vision”. And these are fair thoughts, but your vision is more than that and having a clear one will help with the following factors:
A clear vision gives your business direction and purpose.
It helps you focus and align with your goals.
It simplifies decision-making and sparks creativity.
When your brand vision is clear, you know your WHY: what you stand for, your purpose, your values, who you’re serving, and what sets you apart. It also helps you connect with your clients, craft effective messaging, and create a straightforward marketing plan.
Think of your vision as a clear, frost-free window—it lets the light in and helps you see the next step on your journey.
SIGNS YOUR BRAND VISION MIGHT BE FOGGY
Is this you?
You struggle to describe your brand in one sentence.
Your messaging feels inconsistent.
You’re unsure who your dream clients are or what makes you unique.
You feel overwhelmed and lack direction in your business decisions.
For wellness solopreneurs like yoga teachers or coaches, this might show up as:
Being unable to define your niche
Feeling scattered in your offers
Not knowing how to market yourself effectively
HOW TO DEFROST YOUR BRAND VISION
DEFINE YOUR PURPOSE AND VALUES
If I can share my journey with you, I can tell you it began with clarity around my why.
I had already started working on my business, and I’d been going at it for a few months, until I realised my business needed to reflect my core values: creativity, purpose, freedom, empowerment, and helping others find their path.
My values took some time to come to surface, I had to do a bit of soul-searching and strip out layers of whatever I thought was my drive (personal, family, social, cultural, etc.). But once my values were found and set, these became the foundation of my brand.
Ask yourself:
What values drive you?
What do you want to bring to the world through your business?
What truly, deeply, matters to you?
VISUALISE YOUR FUTURE
When I started, I also had a vague idea of what I wanted. And through that soul searching I talked about before, I took time to ask myself:
What kind of work do I want to do daily?
Who do I want to help?
What will an ideal day look like?
How do I want to feel when I wake up or go to bed?
Spend time imagining your ideal future and think about the impact you want to make.
IDENTIFY YOUR DREAM CLIENT
Your business isn’t just for you—it’s for the people you’re here to serve. Think about your community, your TRIBE.
Who are they?
What do they need, and how can you support them?
When you know your audience, your messaging becomes clearer, and you can create a vision that resonates with both you and them.
MAP OUT WHERE YOU WANT YOUR BRAND TO BE IN 1-5 YEARS
Start with a mix of short-term goals that feel achievable and long-term goals that excite you. And break these goals into actionable steps. For example:
Short-term: Build a website or create a portfolio of services.
Long-term: Develop a program that supports your dream clients.
Set goals that align with your vision—not someone else’s idea of success.
CREATE A VISION STATEMENT
Here is a little exercise to help you find your vision.
Select your values: Write down your values and find related keywords that enclose the same or similar meaning.
Put your vision into words: Write a vision statement that captures your values and your desired future. For example: "To inspire and support wellness solopreneurs to build purposeful brands.
Use it as a guiding light: Refer to this statement when making decisions to ensure you’re staying aligned.
FINAL THOUGHTS & TAKEAWAY
Remember, having a clear brand vision is just like clearing a foggy window to reveal the view outside. Defining your brand vision helps you see where you’re going.
Take some time this winter to warm up your vision—your future self (and your dream clients) will thank you.
And if you’re feeling stuck, grab my free Awaken Your Brand Essence workbook to guide you through clarifying your values, vision, voice, and visuals.
