Brand Strategy
Brand Vision Model
A structured way to define and articulate your brand’s long-term purpose and identity.
What it is:
The Brand Vision Model, based on David Aaker’s framework, helps businesses define what their brand stands for across multiple dimensions: emotional benefits, functional benefits, personality, and organizational values.
This model is designed to make your brand—an intangible asset—feel more tangible and real to both internal teams and external stakeholders. It should be aspirational and serve as a North Star for how your brand looks, sounds, and feels.
By aligning brand communications and culture with the vision, companies create stronger emotional resonance and build long-term brand equity.
The Brand Vision Model, based on the work of branding expert David Aaker, helps organizations define what their brand aspires to be in the long term. It encourages businesses to articulate their core identity (what they are today) as well as their extended identity (what they are becoming), offering a more holistic view than a single-line mission or vision statement.
This framework introduces key brand elements such as personality, culture, customer relationships, and self-expressive benefits. These elements combine to form a vivid picture of what the brand should represent and how it should be experienced.
For organizations going through change — such as leadership transitions, mergers, or growth phases — the Brand Vision Model helps maintain internal alignment while projecting a compelling narrative externally. It provides both inspiration and strategic direction for marketing, design, and culture-building efforts.
Use it when:
- During brand development
- For brand strategy sessions
- When aligning leadership teams
Why it works:
- Clarifies brand essence and tone
- Creates alignment across functions
- Guides consistent creative work
Need help defining your brand vision?