Vision: The meaning of the organization
A vision is a desired target state of the world or even of a specific target group or region, etc. For non-profit organizations, the vision is relatively easy to define. However, companies also have some kind of meaning, a purpose that goes beyond generating revenue.
The reason a company's vision is important for its strategic communication is almost self-explanatory. Credibly conveying the company's purpose means creating identity. If you can highlight what makes the organization unique, you can build long-term relationships with customers and partners who share a similar set of values or mindset.
When developing the communication strategy, a clear definition of objectives always helps to question the purposes of all communication measures. In other words, does the reason we communicate contribute directly to achieving the vision?