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Dictionary by pitch.dog
Brand foundations & identity · Core

Brand vision

Also called: vision statement

ELI5

A description of the future the brand or organisation aims to help create.

Used in conversation

“The work feels inconsistent because the team is using brand vision in three different ways.”

Pitch context

You will see “Brand vision” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches brand foundations & identity.

Why it matters: It helps a reader interpret brand foundations & identity without confusing the measure, decision, role or evidence being discussed.

Connected terms

  • VisionThe search label “vision statement” can route to both entries.
When the words have to travel

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Sources & evidence · 5

Direct term-level sources and supporting source families.