When your business vision and brand vision are aligned and fueled by purpose, you stay on course to achieve your goals. Under the traditional business model, these were often separate and did not always interact or support one other. Ideally, when a company is working from its purpose, brand and business strategies work hand-in-hand. Like purpose, they are integrated and communicated across the entire organization.
Defining your double vision starts with defining your purpose - why you do what you do. Once that is clear, it will be the foundation in growing your brand and your business. Double vision is the process to do just that and consists of 6 components:
BUSINESS STRATEGY - define business goals, ideal leads, and the problems you solve and road map
BUSINESS VISION - where you strive to be in the future
BUSINESS IMPACT - the impact you want to make in the world
BRAND STRATEGY - what you stand for and how you stand out among your competitors
BRAND IDENTITY - telling your story and how you present your brand
BRAND EXPERIENCE - developing the best possible experience for your clients and employees