Ages ago artisans and craftsmen marked their works of passion with a symbol as a testament to the quality and craftsmen of their trade to assure the owner that they would stand behind it. Over the years these symbols of quality have become recognizable symbols beyond written word.

Today a corporate logo can hold a monetary value and can even be used alone to identify personal status by aligning with it.

Every new business dreams of being recognized by their symbol for what they stand for. However, too many companies (mostly startups) focus too much on their logo and not enough on the promise their vision will bring to their target audience.

When looking at your mission and vision you need to figure out your promise. One you can deliver with integrity consistently and better than your competition. Similar to Apple and Harley Davidson, your vision need to connect and inspire others. If your vision only makes sense to you then know that you have missed your mark. Simplify your vision if an 8-year old can understand what you do it become easier for your loyal customers to share their experience with others. Stay true to your vision and deliver on your promise.

Your relationship with your clients may change over the years but if you stay connected with them, you will find the root of your clients loyalty to your brand will stay consistent as long as you value them.