The 3 Key Components of Your Brand Vision and How To Craft Your Brand Vision for Success

by Saul Edmonds

Simple Steps To Develop Your Unique Brand Vision

Behind every successful business is an effective brand.

And every effective brand is built upon the foundation of a strong brand vision.

If you are starting out in business, your brand vision may be something about which you already have clarity - or your brand vision may be a roadmap or work in progress, that you are discovering or refining as you move forward.

Effective branding - and understanding and communicating your unique brand vision to your customers - is critical to ensure you stand apart from your competitors in the marketplace.

But what is a 'brand vision'? - and how do you get it right - for you, your business and your prospects?

Read on for some simple tips of how to develop a comprehensive brand vision that is uniquely your own.

Why is Brand Vision Important?
The ideas behind your brand define you

Getting your brand’s vision right can help you attract more customers and make the selling process easier. A well defined brand can help move your business forward. It can inspire all people involved with your organisation – including you, your employees and your customers. 

Brand vision and brand values send personal and emotional signals to potential customers, allowing them to connect with your company and develop loyalty. 

For your brand to be successful there must be a clear vision that informs operations. 

Not only will this allow employees to understand and appreciate their roles better but when unexpected incidents occur, it enables you to determine effective strategies to negotiate successful outcomes. 

Brand vision comprises three key components, namely: 

  1. Brand Values 
  2. Brand Future 
  3. Brand Purpose 

Know Your Brand Values
What do you stand for as a business?

What are your values as a brand? Every successful brand represents a set of values. 

For a company to be successful there must be a number of shared values behind a brand. Your company should adhere to all the core brand values across all situations. 

This ensures your brand is well placed to give meaning to customers and employees. It provides the workers with a common cause, a reason to come to work every day. The brand also motivates the employees and makes them think out of the box. 

Identifying your brand’s values will help your customers to engage with your brand and business. 

Make The Future Happen
What is Your Brand's Future?

What possibilities does the future hold for your brand? How can you shape your future to manifest your brand's full potential?

For a brand to succeed long term, the management must have a good vision about the future. In other words, the team behind the brand should have a detailed forecast about what its future will look like, for instance in the next 10 years.

It is important to envision what happens next because managers should be encouraged to avoid incremental estimates - and to develop a creative and holistic view about their brand’s future. 

By thinking well into the future, your brand should not be overwhelmed by unexpected circumstances. Let your brand adapt accordingly and organically to realise the future you are hoping for. 

Think Big
Discover Your Brand Purpose

Your brand’s purpose is much more than just boosting shareholders’ wealth or increasing profits. Instead, ensure your brand's purpose aims high - to include such lofty goals as making the world a better place, and what meaningful role your brand can perform in this respect.

Again, it is important to guide and motivate employees. 

Organisations that have a well-defined brand purpose have a huge advantage over those that don’t. This is because they stand for something and will always have something to share, and not just a product to sell. 

Purpose-driven companies strive to make the world a better place and always stand for their values. Businesses should work hard to make the difference come to fruition.

Why Have a Brand Vision?
Discover why it is important to get inspired

Your brand vision is the ideas behind your brand that inspire you, your employees and your customers. They give a clear direction to your company. 

Defining the values that your organisation will stand for is vital, as these set guidelines about the kind of behaviour that differentiates your company in the marketplace and allows your clients to instantly appreciate the promise of your brand. 

A successful brand will always have certain core values as well as peripheral values that allow a brand to reflect and give voice to the changing societal atmospheres. 

Successful brands do not just focus on their customers; instead, they are always thinking about their employees as well. It is extremely important to make sure all employees appreciate the brand values, and are dedicated to delivering those values.

Encourage everyone in your company to think about how they will help make the world a better place, and understand the kind of behavior that will allow your brand to achieve its goals.

  • How to Create Your Brand's Vision 

  • What is your vision for your brand?

  • What do you stand for - as a person, as a business?

Take the time to understand the messages that you want your brand to communicate. 

Start with clarity and purpose. Make a list. Collect images and motivational quotes. 

Get excited - your customers will thank you for it. People admire and respect others who are knowledgeable, caring and genuine with regards to their business dealings.

Above all be authentic - and tell your own story.

Creating your brand’s vision is one of the most important steps when it comes to brand management. 

Crafting brand vision is a tactical process that requires the input of the brand’s top managers as the vision determines the future of the brand. More often than not, marketers should make critical decisions about the future growth of the company. This is a major challenge since the brand must be expanded to cater to emerging opportunities in the market and also be focused on overcoming the existing challenges. 

Poor brand vision can also create the issue of discontinuity for the company’s strategies.

Generally, brand vision statements must be simple, clear and easy to remember. 

The staff should be able to memorize the brand vision statements. 

When crafting the brand vision, you need to keep the following tips in mind. 

Think Big: while creating a brand vision for your company, marketers should have huge plans for the business. The vision should address all issues concerning the end consumer. The vision must motivate both the employees and customers alike. 

Encourage Growth: marketers should craft a brand vision that will boost the growth of the business beyond the existing product categories. 

Consistency: it is important for your brand vision to be consistent with the corporate strategy. For that reason, the top corporate managers should take part in creating the vision. 

Regular Revision: while marketers draft brand vision for the long term, make sure that the vision is revised on a regular basis. These days, brands operate in a changing environment. Your vision should be revised according to the changing environment to ensure it is always relevant for the consumers. 

Every business decision you make should be in accordance with your brand vision. Your brand vision needs to replicate the business strategy, stand out from competitors, motivate staff, resonate with consumers and guide your brand to meet its goals.

Are your ready to take your brand to the next level?

Talk to Saul Edmonds and Roundhouse. 

My name is Saul Edmonds and I have over 20 years professional brand design and brand experience. I would love to learn more about your business and help you grow your professional opportunities. Call me for a FREE personal brand consultation today. Let's work together to make your vision a reality.

Why a Great Brand Begins With a Great Story

by Saul Edmonds
Why a Great Brand Begins With a Great Story

Branding and Why You Need to Tell Your Story

“Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.” 

Sir Richard Branson

More than Just A Logo
Your company brand is more than just a logo.

Every brand ‘tells a story’. A well designed brand will communicate your point of difference, your company values and your key message to customers.

Every business has a unique story to tell - just like every person. When you actively tell a story about how your business provides value and benefits customers, and the core values that your business actively represents - you grow your brand reputation and your brand awareness at the same time.

Here are a few branding tips that will help you to get your message across while putting a human face to your company.

Begin with Your Team

One of the easiest ways to establish exactly what the core beliefs are when it comes to your company, is to start with your employees.

Poll each person that works for your business by asking them what are the top three things that make the business unique. These responses are very important and reveal how the story of your business is being shared with customers on a daily basis.

Take all those comments and collate them. Utilise this information to formulate one tagline that best describes your company and mission. This should be easy for the staff to remember and easy for customers to relate to.

Include this tagline throughout your brand campaigns.

People First

Rather than reviewing sales numbers solely to gauge your recent success, take a closer look at how you affect people personally. The true value in your company is how you make your customers feel or how you were able to better their situation.

People buy when they feel an emotional attachment to a company, service or product.

Begin by asking yourself what it is that your business really cares about. Identify how you can make people's lives better. Imbue your brand with this commitment to service.

The Human Touch

The branding of your business also needs to have a human voice. Simply relying on a logo to tell the story of your company - will not be as effective as personally sharing your core values with your customers on a consistent basis.

After you have put time into understanding your core beliefs – while developing a simple tagline that best represents your business – it is time to get your message out to the masses.

Social media has made it easy to get a message out to millions of potential customers by simply placing an effective video on your website and Youtube.

Locate someone within your organisation to be the ‘public face of your business’. This representative must have the ability to present your brand effectively to customers and prospects, and explain the core values and key benefits your business provides.

The voice of your company needs to be a persona that is relatable to the majority of people if you plan on building a loyal, large customer base. When you humanise your brand, you put your company in the best position to be successful in your industry.

Telling your story is all about showing customers how your products and services can benefit them. Customers prefer to work with a company who shares the same core values as they do.

Does Your Brand Tell Your Story?

Roundhouse has been providing world class brand design and brand management services since 2001. Our team of fully qualified designers can help you build your brand and tell your unique story. Connect more meaningfully with your clients and prospects with a custom brand design tailored to your precise requirements.

Get started now. Contact us here.

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Book an obligation free consultation with a qualified logo designer.

phone : 07 5559 0414 (Gold Coast) phone : 07 3102 3622 (Brisbane) 

email :

Gold Coast : 2a/128 Varsity Parade, Varsity Lakes Gold Coast, Queensland 4227

Learn more about our design services here.

See our logo portfolio here.

If you enjoyed reading this article, you may also enjoy reading about the following:

1. 6 Essentials for Effective Brand Identity

2. Targeted Advertising

3. 7 Tops for Marketing Success

Roundhouse - The Creative Agency

Author - Saul Edmonds

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A Handy Brand Glossary

by Saul Edmonds

A Glossary of Brand Terms

"Your premium brand had better be delivering something special, or it's not going to get the business."

Warren Buffett

What is a brand? 

A brand glossary

Your brand is a key to your success. The fundamental importance of branding should never be underestimated.

Memorable branding - across online platforms and the offline world - has never been more important than today.

Branding as a broad term has diversified into specialist brand niches.

Brand experts refer to a variety of 'brand terminologies' which seek to address the various aspects of brand management.

Learn more about the science and art of branding with our handy branding glossary below.



Branding Glossary


Above all, a brand is more than a logo. A brand is the total representation of a company: the sum of its communication. 

Your brand is the key concept that forms the foundation of your business. 

It is the ideas or associations created in the minds of your customers, prospects and employees.

It is the promise of quality that seeks to be daily reinforced by customer experiences.

Brand Architecture

'Brand architecture' refers to the structure of brands within brands. For example, iPhone and iMac are brands within the Apple company. In this instance, Apple is referred to as a 'master brand' and the iPhone is in effect a 'sub brand'. Brand architecture is the broad analysis and strategy as to how to utilise these integrated brands for maximum advantage.

Brand Audit

A brand audit is an detailed assessment of the strengths and weaknesses of a brand. This may include an extensive review of advertising and marketing collaterals, identity components and communication strategies and actions.

The goal is to access how effectively a brand is being represented within the marketplace.

A consistent process of brand auditing is essential to ensure continued long term success.

Brand Awareness

Brand awareness seeks to measure the effectiveness of your brand amongst your target audience. Do people understand your brand and actively resonate with your brand message?

Brand Differentiation

Brand differentiation refers to the 'point of difference' a company achieves relative to its competitors. Branding must actively strive to promote differentiation - that is, the values, products and services that are unique to your company alone. Identify what is it that makes your product or services more desirable than those offered by your competitors.

Brand differentiation seeks to position your brand competitively within your marketplace.

Brand Equity

Brand equity is a broader assessment of a brand in relation to brand recognition, respect and popularity. Brand equity directly equates with the value of a company. Greater brand equity is associated with increased value.

Brand Identity

Brand identity is also known as corporate identity or sometimes company identity. This is the logo and associated visuals of a brand. Brand identity is the graphical representation of a company across all marketing collaterals - from business cards, to brochures, letterheads, websites and more.

Brand Image

Brand image is the perception of your brand amongst your audience, customers and prospects.

It is the combined impression that people have of your company, products and services.

Brand Strategy


Brand strategy is a strategic solution to position your brand effectively for success.

It is the cornerstone of your marketing plan and forms the basis for ongoing brand management.

Do you need assistance with brand design or your brand strategy?


Roundhouse has been providing quality brand design services in Brisbane and at the Gold Coast Queensland for over 10 years. Creative director Saul Edmonds has over 20 years professional design experience.

We are dedicated to delivering strategic brand design with a high ROI. We work to understand you, your business and your customers and tailor a unique brand solution to increase your profitability. 


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We can help grow your business and your brand.


If you enjoyed reading this article, you may also enjoy the following:

1. What makes a great corporate identity?

2. 4 Reasons to Choose a Brand Agency

3. Brand Management for Small Business



What Makes A Great Corporate Identity?

by Saul Edmonds

An Essential Guide to Corporate Identity

"Don't explain, identify." (Paul Rand, designer)

What is Corporate Identity?

Strategic design lies at the heart of an effective corporate identity.

A corporate identity design must work both graphically and conceptually and achieve defined goals. It should serve to promote trust and brand loyalty.

A fully resolved corporate identity design will be successful both :

  • creatively (where design goals involving logo, corporate colours and typography are met)

  • strategically (as a targeted representation of brand, culture and community)


Find below a discussion of the key points that comprise corporate identity design.

Corporate Identity & Logo Design

Build identity with strong logo design.

A memorable logo is designed for instant recognition by customers and prospects. 

A logo design should:

  1. Distinguish a brand from competitors

  2. Be simple yet distinctive

  3. Function effective across a range of media both online and offline

  4. Convey meaning

If colour is utilised within the design - it must be used thoughtfully. Colour produces an immediate emotional response and must be carefully chosen in line with target audience expectations. A corporate typeface is also selected and should be used consistently throughout all corporate literature and print collaterals.

Corporate Identity & Brand

Corporate identity is a concept that is more than logo, colours and typography. 

It represents the total visual representation of a brand. 

Corporate identity uses logo, colour, fonts and other graphical elements to speak of the messages and values that are core to a brand.

A brand must convey solutions to customers while providing the necessary trust, credibility and motivation to convert prospects. Quality remains an important element. Corporate identity should reflect quality in terms of product, service and reputation.

Corporate identity should communicate key brand objectives - such as the philosophy, image and mission of a business.

Corporate Identity & Community

Community involvement will strengthen every business. Corporate brands should seek to build enthusiastic communities around their products and services. A positive image provides a powerful leverage that leads to a better user experience and increased sales.

Word of mouth marketing is key. A company who nurtures customers actively promote the experience to their trusted circles. 

A corporate identity should seek to meaningfully understand the culture of their community. This includes such aspects a language, knowledge and values. This should inform identity design and associated corporate policy.

Roundhouse's Corporate Identity Services

Corporate identity design is increasing relevant in today's business world as brands seek ways to identity and resonate with audiences both online and offline. A corporate identity that readily communicates with customers is a positive asset. It serves to provide key information to customers and can assist in the process of sales and conversions.

At Roundhouse, our creative identity services are designed to build your brand. This includes elements such as logo design, colour, composition, associated imagery and selected information. We aim to develop a unique and memorable corporate identity that stands out amongst competitors and drives sales.

Create a Lasting Impression with Roundhouse

Since 2001 Roundhouse has been providing quality corporate identity design services to Gold Coast and Brisbane businesses. Today, we have an increasing portfolio of international clients as well.

We have provided our creative services to many design groups including: retail, wholesale, health and medical, finance, real estate, trades, non profits and more. We customise our services to provide a highly tailor solution that meets all of your corporate identity requirements.

We are committed to providing the highest quality corporate design services at affordable prices. 

Talk to us today!

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Contact Roundhouse for an EXPERT, obligation FREE consultation.


If you enjoyed reading this article, you may also enjoy the following:

1. Learn more about Quality Web Design

2. Learn more about Digital Branding

3. Learn more about Web Design at the Gold Coast



Brand Identity for Business

by Saul Edmonds

An Introduction to Brand Identity

“So sure, start with a slogan. But don't bother wasting any time on it if you're merely going for catchy. Aim for true instead.” 
Seth Godin

What is Brand Identity?

Brand identity is the visual expression of a company. It includes logo design, visual symbols, trademarks and other communication elements.

Brand identity can be defined as the sum concepts expressed visually by a brand. It is the visual extension of a brand.

Brand identity must communicate exactly what a brand is about - clearly and consistently - across diverse media. It should speak directly to the target audience and actively promote engagement. It effectively represents the culture, personality, market position and ideology of the brand itself.

Brand Identity and Visual Presentation

Brand perception is strongly related to visual presentation. How a brand is actively perceived ('identified') by customers and prospects relies heavily on design elements that communicate effectively. People are strongly influenced by visuals.

An effective visual identity is formed when logo, fonts, colours and style combine to create distinction. A consistent brand identity that achieves high relevancy with a target audience is key to sustained growth in a crowded marketplace.

Brand Identity and Logo

Logo design sets the foundation for effective brand identity development. A logo is sometimes referred to as a 'brand mark'.

A logo is a graphical symbol designed to represent the brand, service or product. A successful logo design creates impact. It is functional, memorable and imbued with brand message. It must serve effectively across a variety of media, both online and offline.

Colour remains a key element of brand identity. Choose colour to accentuate point of difference with competitors.

Brand Identity and Concept Design

Brand identity extends beyond the logo to include all visuals elements used in communication and strategic campaigns. Symbols and characters used in addition to the logo help to define the brand amongst consumers. Examples of this include Nike's swoosh. Symbols reinforce brand identity and extend relevance. They present strong visual images that are easier to remember than product names.

Use Brand Identity to Express Yourself

Express your brand to the world with a clear brand identity.

A brand identity communicates the 'whole'. This includes brand mission, promise, advantages and unique points of difference. A successful brand identity promotes brand loyalty, customer satisfaction and motivates employees to proactively represent company ideals.

Grow your business with a well designed brand identity.

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Get to know Saul Edmonds & Roundhouse

As Creative Director & Roundhouse Founder Saul Edmonds has over 20 years professional design and digital experience. 

He is an expert on Brand, Website and App Development. He has worked with clients across all industry groups - including startups, small business, government and entrepreneurs - on projects of all sizes and budgets.

Saul and his team can help you grow your business and discover new possibilities with :

  • strategic brand design
  • web design & development
  • app design and development 
  • digital marketing 
  • creative engagement 

    Saul Edmonds believes that every project begins with a story. 

    Saul and his team offer a one to one, tailored service - where he works with you closely to develop innovative solutions that will take your business to the next level. 

    Find out how Saul can help you turn your ideas into reality.

    Book an obligation free consultation with Saul Edmonds for ideas and strategies to take your business or project to the next level. Click here to arrange your booking.

    Phone : +617 1300 727 749
    email :

    • Learn about our web design here.
    • Learn about our app development here.
    • See our brand and logo portfolio here.

    Connect with Saul Edmonds on Linkedin here or Google+ here.
    Connect with Roundhouse on Google+ here.



    by Saul Edmonds