Touching people with your brand starts with a strong vision

Seeing a company as a brand helps to convey the vision. You will read in this article about why and how and you will discover a tasty and very successful example from my own experience. Developing a brand touches – as I approach it – organizational development, neuroscience and psychology, which come together in the field of marketing.

This article is especially for entrepreneurs and organizations that want to grow and are looking to convey their own story to the target group. Discover how you can touch people from your vision with a brand and why this is necessary to convince them of your service or product.

From heart to heart

I like to start with a brain secret: “People choose based on emotion”. Result-oriented thinking is what is important for many organizations. When we do something, for yourself or for someone else, we often want it to have a clear goal. This can be growth in size, quality, registrations, helping someone further, turnover, applications, donations, awareness, you name it.

With all these kinds of goals it is important that people are touched and convinced by the message, in order to create support or to generate the desired growth. That makes it important to know how people can be affected. And that’s where the importance of thinking from within a brand comes in.

To touch a heart you must first show your own heart. This applies to people themselves, but also to organisations. This can be done by being open based on your vision and motives. When a company communicates about what it stands for, what its vision is, what it would like to achieve and how it does things, then a company shows something of its heart. And that creates a personality. The vision, values, promises and relevant content are summarized in a sender and that is a company as a brand.


People are touched by emotion. In fact, people make choices based on emotion. Scientifically it is assumed that at least 90-95% of the choices we make every day are not deliberately made, but are made unconsciously ¹. Based on our own built-in autopilot, for example while cycling or driving, and based on feeling. Emotion is what comes to us.

This can be substantiated by neuroscience and psychology. It is how our brain, which is made up of different parts ², works approximately. Broadly speaking, it works for us in this order: we are touched, then convinced and finally we connect an action to it ³.

Just like with people, feelings play an important role in a company. Whether you click with someone is not a choice, there is a click or there is not. This also works for organizations. It is a process in your emotional brain (limbic system).

The brand monitors the content and ensures a stable and individual character.


What is the advantage of seeing a company as a brand from a vision perspective? A new service or product usually starts with a vision. Vision of what the ideal world could look like. Achieving this and how to do it is the mission. When you think, operate and communicate from a vision, a clear line is created. That vision is then translated into a mission, values, principles and methods.

A company as a brand ensures that all those parts are captured in a congruent form. With people you can talk about ‘a person’ and as far as I’m concerned we also see a brand as a personality. That gives you something to hold on to. The content of the organization remains consistent, because it is always based on the vision and mission.

The brand monitors the content and ensures a stable and individual character. This ultimately produces its own image and, in the long run, ensures recognisability. The image is the characteristics on which the organization is known to the target group.

An organization like cake

You can see a brand as a well-filled cake. The vision, the mission, the principles, values ​​and promises form the content of the cake. They give the cake flavor.

The edge of the cake provides strength, so that all those parts stay together and do not flow over the plate and table. In this example you can see the edge as the brand. The brand ensures that the content stays together, stays connected, looks appetizing and is offered to the target group in the right mix. If this is done properly, the target group will be able to consume the cake in a simple way and take in the content.

Example from personal experience: from the vision of a brewery to a brand

Texel is an island full of character, with beautiful nature and beautiful beaches. At the beginning of 2009 I didn’t know that they also brew delicious beer, like most Dutch people. When I started working from my office for the Texel Beer Brewery in 2009, the Texels brand did not yet exist. The identity and appearance of the products was criticized by the local catering industry and liquor stores. The first step we made then is the brand Texels to create.

Beer glasses Texels cheers women Redmatters

Foto: Redmatters

Grafted on the origin, the island, with strong emotional values ​​and a characterful experience. The vision in short: what we have to offer here on Texel is so special, you can taste it in our beer and we give it to everyone! The resulting mission was: the whole of the Netherlands on Texel beer!

In the following years we expanded the brand further and it spread across the Netherlands. From the values ​​of the brand, inspired by the island. By staying close to the origin, a successful and popular brand with good beer products was created. So loved that Heineken bought the brand in 2020 and added it to its range of fine beer brands.

A small brewery on an island grew into one of the largest specialty beer brands in the Netherlands. We are still involved in the development of Texel beer, now commissioned by Heineken, with an evolution of the branding developed at the time in 2021: new visual identity, packaging, website and campaign.

Other examples for inspiration

Another well-known example, which is clearly a brand that originated from vision, is Elon Musk’s SpaceX. The mission ‘occupy mars’ is well known and stems from the vision that the living space and resources on earth are limited to the future. You can read more about this in my previous article on Frankwatching: ‘How frustration took us into space’.

An example closer to home is a brand like Tony’s Chocolonely† The chocolate chain is unevenly distributed and they envision a chocolate world in which the process from farmer to consumer is fairly structured. The mission is known: 100% slave-free chocolate. A successful brand completely built from frustration to vision and ultimately a strong mission.

Do you find these examples interesting? The book Good to Great (affiliate) by Jim Collins is an international bestseller and highly recommended when it comes to researching and examples of companies with a strong vision and how they became much more successful than companies without.

We need simple reasons to choose.

How do people embrace your vision?

Ultimately, a company as a brand is the vehicle through which the vision can be conveyed. Success is usually measured by how many people embrace that message and act on it. Are you going to work with a brand? Do not make the message to the target group complex. We need simple reasons to choose. This is because the choice for a product, service or philosophy is mainly made in our emotional brain.

Man chooses based on a feeling. The brand features that are simple, consistent and easy to remember will have the most impact. These traits, when seen by the target audience, lead to instinctive choices 4.

Where growth begins

When it comes to conveying a vision, from a company as a brand, there is a risk in directly showing how well thought out. As a result, the message becomes complex. Remember that you first have to reach your target audience. Which part of the message would appeal to your target audience the most? You have to hit the people. Did that work? Then you can go a step deeper.

There is then interest and space to convince your target group based on further content, so that they can get to work with it and make it part of their lives. This is where growth begins.

The reason for this article is the chapter I wrote for the book ‘A school in transition – coherence between form and content’. In February 2021, school board member Martin Jan de Jong, who knew my work as a marketer, asked if I wanted to write a chapter about a school as a brand, based on the educational vision. The insights I shared in this book do not only work for often complex educational visions, but also for entrepreneurial visions.


1 Subliminal: How Your Unconscious Mind Rules Your Behavior (affiliate). Leonard Mlodinow is an American and a world-renowned theoretical physicist and writer. Has been involved in various fields. In this book, he describes how things we think we do consciously and deliberately, choices we make freely, are actually made by our subconscious mind before we are even aware of it.

2 Paul Donald MacLean was an American physician and neuroscientist. He developed the theory of the ‘triune brain’ in order to reconcile rational human behavior with its more primary side.

3 I’d like to benjamin was a scientist in the field of human consciousness. In 2003 he was awarded the Nobel Prize in Psychology from the University of Klagenfurt “for his pioneering achievements in experimental research into consciousness, initiation of action and free will”.

4 Byron Sharp is a marketing science professor and bestseller author How Brands Grow (affiliate). In his book he makes the connection between neuroscience and marketing. And connects to this the conclusion that people make instinctive choices based on feeling. He therefore argues for sending a message that is not complex, when you want to grow (in whatever form).

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