Aug 012011

By Emily M. Kelly, CEO of Rainmaker Consulting, Fairlawn, Ohio.

330-603-0086 * *

A wise Person once said, “Without a vision, the people perish.” And the same is true in business.

The first step in establishing your marketing strategy, is to start at the beginning and look ahead to where you want to be because if you don’t know where you are going … how will you ever get there?

What is yourvision?

Here are some helpful questions for defining your vision statement.

  • What does your company hope to make of itself in the long term?
  • What are your highest aspirations for your business?
  • Why do you do what you do?
  • What is the greatest good that you hope to achieve?

A vision statement is a short phrase, but it defines the long range objectives that establish the purpose for which the organization exists.

For example, the vision of Rainmaker is this: “Motivated by a desire to create a positive impact on the local community, Rainmaker Consulting aims to increase the visibility and revenue of local companies through enhanced sales and creative marketing strategies.”

Each and every part of your strategic marketing plan should stem from your vision statement. If the marketing plan is a train, the vision statement is the engine. It keeps the rest of the strategy on track and headed in the right direction.

As Henry David Thoreau said, “If you have built castles in the air, your work need not be lost; that is where they should be. Now put the foundations under them.”

We will talk more about putting the foundations under them in the next edition. But for now, I encourage you to start casting your vision, as it is the number one most important component of any good, solid brand strategy.

As always, I am wishing you all the very best.You can read more about Rainmaker’s Insights on my blog: You can contact the Rainmaker, Emily, at 330-603-0086 or by email:

Emily Kelly, Fairlawn Chapter
CEO, Rainmaker Consulting

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