Having a clear vision is essential for any business – but perhaps especially for those in the digital marketing sphere. Any agency that works in the business of selling ideas, narratives, and visual content needs to have a strong creative direction, and a good vision can facilitate that.
Having a vision in a digital agency also helps you develop a sense of the future in terms of profitability and sustainability. Where do you see your agency in two, five, or ten years down the line? A vision will help add structure to it.
In this guide, we’ll cover what a vision in the digital marketing sphere looks like, why it is important, and how to create one that’s altogether compelling, authentic, and sustainable.
Section 1: What is a Vision in a Digital Agency?
A vision has many interpretations, but today we’re going to focus on what it means within the context of a digital agency. Your vision is the ideal goal for what your agency will look, feel, and be like in the future. How it operates, what it looks like, and what it stands for.
A vision in the business sense plays the role of guiding a digital agency’s direction, culture, and decision-making processes.
It’s important to distinguish the difference between a vision and a mission statement. Different to a vision, which focuses on the “tomorrow” of an agency or organisation, a mission statement highlights the purpose, values, and ethos of your business in the present.
Both a vision and a mission statement are important for a thriving, sustainable, and future-oriented agency. Together, they’ll add body and purpose to your agency’s identity.
All digital agencies can choose which direction to take their vision in. It could be focused on creating category-defining brands, elevating niches, shifting cultural norms, or any other mission which empowers and engages your team to push forward and deliver.
Section 2: Why is a Vision Important in a Digital Agency?
A vision offers insight into an agency’s deeper aspirations and long-term plans. It adds the necessary structure to lose ideas and makes your agency values more accessible. But there are many other tangible benefits of having a clear vision in a digital agency, such as:
- Increased employee motivation – Studies show that employees who work at vision and purpose-led companies are happier and more productive.
- Better client communication – An accessible vision makes it easier for clients to grasp your angle, talents, and style of marketing. This can facilitate smoother, more efficient communication with your target audience.
- Improved strategic planning – Thinking about the future is always a good idea. An articulate vision can help inform future-oriented decisions.
- Differentiate from the competition – Your vision is as unique as your brand. Use it to set yourself apart from the crowd and challenge competitors.
With a strong vision, your agency can support itself in the process of becoming more industry-friendly. Plus, it can generate momentum that pushes it forward into the next phase of its creative and productive evolution.
Section 3: How to Create a Compelling Vision for a Digital Agency
Understanding the importance of a vision for your digital agency and actually creating one are two different things entirely. Compiling a vision statement requires a deep understanding of what your agency’s identity is, and what its goals for the future are.
With this guide, any digital agency can articulate a clear and inspiring vision that resonates with both employees and consumers alike.
Your vision reflects the purpose and aspirations of your entire company, not just one or two at the top. Involving stakeholders is an essential part of the process that allows for a more rounded, balanced, and brand-aligned vision that everyone is happy with.
Define Core Values
To create a clear vision statement, you need to know what your core values are. You can do this by writing down a list of keywords that come to mind when thinking about the purpose and intention behind your digital agency.
Some keyword examples could be:
Flexibility, innovation, accessibility, sustainability, creativity, inspiration, affordability, or strategy.
But you can list as many as you like.
Once you have fleshed out some strong keywords, it will be easier to develop a clear idea for your agency’s vision. Just remember to make sure that the themes you settle on adhere to the following principles:
- Realistic – Are the keywords you listed feasible and authentic? Do they accurately describe what your agency represents, and are they realistically achievable?
- Strategic – Make sure your core values align with your overarching strategic goals.
- Broad – While it is important to be intentional in the words you choose to describe the future of your agency, try to keep them broad enough to provide room for growth.
This part of the process is all about mind mapping and discovery. Consider what your agency stands for, and how it wants to evolve over time. What are your priorities, and what kind of identity goals do you aspire to?
Start Big, Then Whittle it Down
Conceptualising a vision can be scary. Naturally, you want it to be as succinct and appealing as possible. But don’t let that hold you back. It’s okay to start off with a chunky, messy piece of text. Once you have a rough form, you can whittle it down to perfection.
Perform a Thorough Evaluation
Don’t just take your team’s word for it. Refer your vision to industry peers or mentors to serve as second opinions. That way, you can refine it until it reaches a mature and professional state.
A Vision Equals A Way Forward
Having a clearly established vision is important for any business that wants to withstand the test of time. The right vision can improve employee motivation, streamline client connections, and improve long-term planning for your business.
Even though creating a vision for the first time can feel intimidating, there’s a very simple process you can follow, and the effort is well worth the result. Start working on your vision statement now and reap the benefits of being a self-actualised digital agency.