An old proverb states, without vision the people perish. I find this to be true in design and branding. One could say without vision the brand will perish. I believe that providing vision is one of the most important roles we have as designers. Businesses and people come to us because they need something. It may be a logo, it may be a website, it may be strategy for their brand.
Our role is often looked at as using our arsenal of creativity to come up with solutions to fill their need. However if these solutions are nothing more than slick graphics that look cool and only go skin deep, we have failed. Shallow design solutions inspire nothing more than an immediate reaction in the viewer, in the consumer. If it doesn't strike a chord with their values and their beliefs, it will not build brand loyalty. Our solutions need to do more, they need to connect, they need to inspire, and they need to give people a good solid vision. One that people will want to be apart of and can believe in–Good branding does this. It inspires. It effectively communicates the vision, values , and personality of the company, product, offering, and/or experience. Our job as designers is to take the passion and vision of those who come to us and make it real, make it tangible, and present it to the correct audience in a way that inspires the vision in the hearts and minds of the consumer.
The role of inspiring vision is huge. If people have vision, they have direction. If they have direction, they can lead. If they lead, they can create (hopefully positive) change. Vision = Change.
If I can have a role in inspiring vision in others, in inspiring positive change, even if it's by making objects and experiences that connect a person with a product that enhances their life and makes it better, then I think I might be happy. This is one of the reasons why I get up in the morning and love this profession, because every project is an opportunity. An opportunity to inspire vision, and opportunity to create some form of positive change in the lives of others. lets make the most of these opportunities. What's your vision?