S5 – EP3 – 20/21 Vision

By richardmiller - 14/04/2021
By richardmiller - 14/04/2021

S5 – EP3 – 20/21 Vision

This season, we are building your Brand Pyramid.

Whereas mission statements are based in the present, vision statements are future based and meant to inspire and give direction to you and your team.

Tune in tomorrow and every Wednesday LIVE at 8.30am Adelaide time on www.ibgr.network

Show Notes


Episode 3. 20/21 Vision – The Vision Statement


Show Objectives – The Why


In this season, we are building your Brand Pyramid.


A brand pyramid is a framework that answers most of the fundamental questions in a diagram that can be easily shared and communicated across an organisation.


Far from a trivial exercise, developing a brand pyramid forces consensus among senior management with regards to what the company wants to be, who it serves, why, how it should make customers feel and what the company’s core values are.


It also clarifies brand fundamentals and sets the strategic foundation.


In short, a brand pyramid keeps everyone rowing in the same direction.


Each week, we discuss the layers of the pyramid, what its objective is and give helpful tips on how to develop it.


The What…

The brand pyramid consists of:


  1. Mission
  2. Vision
  3. Target
  4. Insight
  5. Barriers
  6. Pillars
  7. Proof points
  8. Brand promise
  9. Personality
  10. Engagement
  11. Strapline


This week, we discuss the foundation of the pyramid, The Vision Statement.


When putting this show together, I blended my 17 years’ experience with that of others I admire to give you the best advice possible.


What is a vision statement?

Whereas mission statements are based in the present, vision statements are future based and meant to inspire and give direction to you and your team.

It describes the desired long-term results of your company’s efforts. For example, an early Microsoft vision statement was “a computer on every desk and in every home.”

Research shows that employees who find their company’s vision meaningful have engagement levels of 68%, which is 18 points above average. More engaged employees are often more productive, and they are more effective corporate ambassadors in the larger community.


So, given its impact, spending the time crafting a vision statement is worth it.




The first step in writing a vision statement is determining who will play a role in crafting it.


The How…

A vision statement should stretch the imagination while providing guidance and clarity. It will inform your company’s direction and set priorities while challenging your employees to grow. Above all, a vision statement must be compelling – not just to the high-level executives of your company, but to all employees.


How will your business contribute and why will the world be different with your company in it?


Top tips to creating your Vision statement.


  • Project five to 10 years in the future.
  • Dream big and focus on success.
  • Use the present tense.
  • Use clear, concise, jargon-free language.
  • Infuse it with passion and make it inspiring.
  • Align it with your business values and goals.


But a Vision statement is useless unless people get to know it right?


  • Create a plan to communicate your vision statement to your employees.
  • Prepare to commit time and resources to the vision you establish.


Written by – Richard Miller – Brand Director, Crisp & Co.

Innovation, creative content and strategic communication specialist.

Richard started his first business at the age of 14 and has thrived on creating and building entrepreneurial opportunities ever since.

He began his advertising career as Agency Sales Executive for TV network Channel 10 in 2006.

Experienced in both media sales and buying, Richard was responsible for multi-million-dollar media accounts as National Media Manager for Iceberg Media before co-founding Crisp & Co. in 2009 (formerly Crisp Advertising).

Taking a pragmatic and results focused return on investment approach has established Crisp & Co. as the go to creative and communications agency for local and national businesses seeking expertise in business insight, creative content and strategic communication.

With a lifetime of experience operating small to medium businesses and working closely with both local and national brands, Richard is well positioned to take a holistic view of a full marketing and sales plan with a keenly trained eye on creative concepts and communication strategy.

Along with wife and work colleague Siobhan Miller, Richard also co-hosts the podcast series Mad Man & The Hospitalian; interviewing highly successful professionals from business, marketing and hospitality backgrounds around Australia, discussing the highs and lows of their careers and asking the ultimate question; ‘what is your definition of a fruitful life?’.

Find out more about Crisp & Co. here www.crispand.co and listen to Mad Man & The Hospitalian wherever you get your podcasts. Connect with Richard on LinkedIn