We’ve spent a great deal of time talking about the power and importance of a corporate vision. Once you’ve gone through the process of clarifying a vision for your company and you’ve had a chance to share it inside your organization, there’s still something you need to do in order to bring your vision to life.

You need to make a public declaration.

The media – whether it’s a blog, a corporate newsletter, television, local newspaper, whatever – has a way of making promises firm and turning ideas into commitments. And depending how you handle it, vision-related media coverage can be tremendously validating. But don’t do it just for yourself.

Every key constituency group has a relationship with multiple sources of news and information. The time you invest in understanding those people who mean the most to your brand and what matters most to them pays off as you craft and present messages that reflect the values and beliefs represented by your vision and the promises made by your brand.

Don’t consider the publication of your corporate/brand vision to be a one-time effort, however. You need to realize that media messages don’t last long at all (consumers are exposed to millions of commercial messages a year), so in order to build recognition of your brand and its unique attributes you’ll need to reinforce your vision and messages in the media over and over again.

Hey, this brand-building thing isn’t easy.

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