2.1 Vision
Brand vision is the concept whereby a business strategically plans where and how its brand will be positioned at some point in the future, e.g. 5 or 10 years from now.
A famous example of vision comes from Bill Gates at Microsoft: ‘Microsoft was founded with a vision of a computer on every desk, and in every home. We’ve never wavered from that vision.’ (IMDb, 2018)
In the 40 years since he shared that vision, Microsoft have made significant progress towards achieving it!
In the context of your personal brand, having a vision about where you want your career to be in, for example, five years’ time, will help you to define your brand and communicate it more effectively. For example, you might want to be working for a new employer, and so you’ll need to communicate your brand to a wider audience than if you were looking for internal promotion.
Typically, a vision should always be just out of reach – something for the organisation to strive for. In your case, regularly re-evaluating your career progress and ambitions is a good habit to get into, and will allow you to change your vision as your career develops.