Create a compelling brand vision like Tesla that will empower you and your team and give your audience something to buy into and be part of.
Creating a compelling and strategic brand vision has multiple benefits from aligning the company towards one common aim, allow you to focus on the things that matter, avoid distractions and align your brand. In this video I go over how Tesla came to be, why Tesla’s vision is so compelling for staff, customers and the world and how you can use this blueprint for your brand.
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Most people know Elon Musk and the brand Tesla, but do you know how the brand started or how they created such a compelling vision? Keep watching to find out.
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There are not many brands that are so clear on their purpose and their vision that the general population could roughly tell you what they are. But in Tesla’s case, they have so effectively communicated this compelling future that we can not only see that future. And we can see they’re headed in that direction, but we believe that Elon Musk is going to take them there.
So where did it all start? Tesla was found in 2003 by Martin Eberhard and Mark Tarpenning in San Carlos, California. It was originally called Tesla motors and name that changed in 2017 to just be in Tesla. The company was named after 19th century innovator. Inventor and visionary Nikola Tesla who is best known for discovering the properties of rotating electromagnetic fields in 2004, fresh from the sale of PayPal.
Elon Musk invested 30 million into Tesla becoming the chairman of the board of directors. This was followed in 2008 with the launch of the Tesla Roadster, an entirely electric vehicle. The first of its kind to be entirely electric. That actually could match some of the consumer demand. So a lot of the previous electric cars had low battery power, so they couldn’t reach some of the speeds.
The sports cars would, but the Tesla Roadster managed to have a powerful enough battery to be able to do this in the same year. Elon Musk took over as the CEO moving away from the Roadster in 2011, Tesla launched the model S an all electric Sudan. That was three quarters of the price of the Roadster.
And this was followed in 2012 by series of freestanding charging stations. Which were free for Tesla owners to use. And finally in 2017, Tesla dropped motors from his company name. And the reason for doing this was the Elon Musk had stated that in the future, Tesla is going to be a brand that provides energy solutions across multiple sectors.
And it didn’t want to be hindered by just having motors as part of the company name, the vision was much bigger. So why is Tesla’s mission and vision so compelling? Now Tesla’s vision is to create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.
And Tesla’s mission is to accelerate the world’s transition to sustainable energy. The beauty of these two statements is their focus on clarity and simplicity that allows people to be able to see that picture. They want to be able to see that future vision. It needs to be easy to bring up for them because this helps them to start moving towards it or helping your brand move towards it.
A great example of this is Donald Miller from building a StoryBrand. He talks about John F. Kennedy. One of the statements that he made was I will put a man on the moon and this is something that is very easy to envisage. And the people at the time who were following that they could buy into it because they could see that picture, that future vision and like Tesla.
It’s clear, it’s simple. And it’s focused. Now. Tesla have been able to communicate their vision, not by sitting there and reading out the vision statement continually, but by their actions. So by what they do as a company, because they are so focused, it’s easy for everyone to see where they’re trying to get to.
By every decision they make, everything they do as a brand, you can see where they’re trying to head to. Now there have been occasions where. Elon Musk has talked about the vision of Tesla and what they’re doing, but even without hearing that or not knowing what that vision is, you have a pretty good idea roughly of where Tesla are heading.
Comment below and give me a yes, if you’re a fan of Tesla and if you think that their vision is focused, simple and clarified, and also, do you actually have a vision statement yourself? Have you put that together? Is that something you’re thinking about doing, let me know in the comments below.
How can you create a clear vision your audience can picture? You need to start with focus and clarity. So every decision that Tesla makes will be through the lens of that vision. So everything they do is going to move them closer to that vision, or it’s going to, they’re going to decide not to do it, which would take them away from the vision.
So they’re always staying focused and they’re always staying on point. And you only get this when you have a really clear vision that everyone can picture and everyone can move towards. Transparency so the one thing Tesla are with their projects, their prototypes and their ideas is transparent. And the reason they’re doing this is it helps to educate us on their vision.
So the more they talk about their future project prototypes and ideas, the more we can see where they’re trying to head to, which means that that vision of the future that they want us to buy into. It’s easier for us to buy into. If we can see where they’re headed.
Be repetitive so Tesla, might not read out the vision statement every single day or in every press conference but what they do do is everything they do points towards that vision. They’re continually and consistently living that vision so that with everything they do, every decision they make, it points towards that future picture they’re heading towards. And that helps us. To see that through repetition.
Get your audience involved Tesla makes the audience feel as though they are a big part of the journey and evolution of the brand. This is similar to how Apple and Steve jobs used to do things. And it’s like, we’re invited into the brand and we’re part of it. And we help to shape that future and help it towards that vision. So when creating your vision for your brand, make sure.
Is focused and simple. Make sure you’re transparent with your audience. Make sure you get some involvement, getting them to join in, and most importantly, be repetitive with it. So everything you do wants to line up towards that vision. So making sure that it’s consistent, you’re being continual with it, and this will help you to create a compelling vision for the future of your brand, that your audience will be able to see without you telling them, or at least know which direction you’re headed in and that they want to buy into.
Now that you know how to create a compelling vision, like Teslas that your audience will buy into. If you’re looking to develop your brand further, or are you looking to start a new brand or side hustle? We actually have an online course that will help you to develop that internal brand. So everything from your vision, to your purpose, to your mission, look at your target audience.
So your audience segments and your brand personas, look at things like your archetype personality, tone of voice, and then how to turn that and develop it into a visual identity. So it doesn’t take you through the process of designing the visual identity, but what it will do is it’ll take you through a process of creating mood boards and put some ideas together that will influence or help you put together a brief for the person that will be designing that visual identity.
So if you’re interested, I’ll put a link in the description below if you’ve enjoyed this video and you’d like to see more. Videos come out weekly and they’re designed to help you unlock your Brian’s potential. So you can stand out from the competition and create impact. Have a great week, catch up soon and keep those brands unified. .