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The six steps between company vision and monetising your brand

It amazes me how many businesses big and small either don't have a clear vision, or have one yet have no idea what it is - largely because they did it as a leadership 'thing', put it up on the boardroom wall in a nice frame, didn't even really tell people what it was, then promptly forgot about it.

So, if you don't know where you're going - because your vision is your WHERE - where you're trying to get to, then how on earth are you going to get there?


In brief, here are the 6 steps between your company vision and monetising your brand. For more detail, you can find out more about my 1-1 and group workshops, speaker sessions and mentoring.





The 6 steps between vision and brand monetisation.


1. The company vision

Your vision is where you are going. It will go on to be the basis for your mission, values and goals. It should be tangible enough that you know you're getting closer to it, and you're able to set objectives to move towards it. But not so fixed and finite that it will need to change in 3 months time. It should also be a real challenge to get there - but for the gain of an audience - it shouldn't be self-fulfilling. Finally, it should inspire people - everyone needs to want to get there, to see the logic and purpose, to enjoy the feeling that the journey will be bring - it has to be worthwhile.


As an example of a company vision, my where, is


'to be without a doubt the only person that comes to mind when you recommend a travel brand strategist'.


2. The company mission

Your mission is what you are doing. What do you need to do as a business to make that vision a reality? And that mission has to solve a problem that your audience will pay money for. You can reflect in a mission statement on how you do it, or the values that underpin it as well.


My mission or my what, is


'creating enviable marketing road maps for travel brands who want to go far'.


Now mine is really simple, largely because I have a separate strap line which captures my how - 'with rebel plans for travel brands', but also because I'm a freelancer serving one sector with one discipline.

If you're struggling here, focus on this framework


'We do x, for y person, solving z problem'

Then, you can refine it down from there.


3. The company purpose or why

Your why is the reason you do it - the purpose you have. And it should get to the core of the problem you solve and how you solve it.

It can be an internal mantra or a customer-facing slogan, it's up to you.

This one can take a bit of work because your why is not to simply be the best at something. That's not measurable, it's extremely subjective and it doesn't necessarily mean you've done a good job.


I reserve and share my why only with those who truly get it. And that is:


'because you don't want to be the same as everyone else and I don't want to do boring work'.


By this stage you should have three statements:


  1. Your vision - where you are going

  2. Your mission - what you are doing

  3. Your why - the purpose of what you do


4. Knowing your audience

This isn't easy, I know. But that lazy slide towards 'it's everyone; everyone is our customer', just isn't good enough if you want to make it seriously big.

Go back to your mission - what you do. Mine is to create marketing road maps for travel brands.

My audience isn't every travel company though and that's because of a combination of things - my background, skill set and the problems I'm best at solving.

If you'e a tour guide company, your audience won't be everyone who travels to your destinations.

Even if you have a range of customers, you need to focus on a core audience - a person with a name, age, job, profile, hobbies and the rest. Focus on them over everything else.


5. Having a content strategy

Now that you know where you're going, what you're doing, how and who for, it is a lot easier to determine what your content strategy might look like.


  1. You can confidently decide which channels and platforms you should be posting on

  2. You can define the language and tone of voice that will resonate with them

  3. You can call out your USPs knowing the problem you solve for them

  4. You can entertain and engage them knowing what their lifestyle looks like

  5. You can add value and create loyalty by creating a community for them

  6. You can reinforce the importance of brand identity across your content and channels.


Content strategy as a topic is huge and not one to get into right now, but you can always drop me a note if you're struggling with your content strategy.


6. Being relevant

This might seem a bit tenuous and disappointing even as the big finale but give it a minute to sit with you and see how it feels.

And when you think about it, why do brands succeed? Because they adapt and evolve and stay relevant.

Which is why you have to constantly challenge what you're doing. And rather than wait for your most popular product or service to die a noisy death, you've got to be ready in the wings to roll out the new shiny thing which is shaped by society's changing expectations and needs.

The key here is situational relevance. Find the situations people are talking about and insert yourselves into them. And most importantly, have some fun with it, lighten up - we're talking about inserting things in new places after all.


So those are the critical 6 steps between the vision and how your business will grow and make more money.


SEE ME SPEAK NEXT: I'll be speaking on 'how to turn your marketing into money in 6 easy steps' at Arival Travel in Berlin on March 4th. Arival is the home of innovative tourism ideas and the place to be for trends in the tourism industry, so you don't want to miss this event.


Got questions? For more brand marketing ideas, tips and hacks follow me on TikTok.


And, if you need help to take your product to brand status and you're looking for a travel and tourism marketing expert, then get in touch.




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