Build Your 2025 Marketing Strategy: Week 1, Vision & Purpose
Introducing the Marketing Strategy on a Page
Planning your marketing strategy for 2025 can feel overwhelming, especially if you’re a business owner or part of an under-resourced marketing team.
You’re busy delivering campaigns, managing content calendars, and trying to get ahead of January so you can actually enjoy a festive break!
That’s where this mini-series comes in. Over the next few weeks, I’ll guide you through creating your Marketing Strategy on a Page — a simple, one-page document that will give you clarity, focus, and a plan for the year ahead.
Each blog post (and accompanying video) will cover a key section of the strategy. By the end, you’ll have everything you need to roll into 2025 with confidence. Plus, you can download the Strategy on a Page template right now to get started.
Week 1: Laying the Foundations with Vision and Purpose
To kick things off, we’re starting with your vision and purpose. These aren’t just buzzwords — they’re the foundation of your strategy. Without them, it’s hard to know where you’re heading or why your business exists in the first place.
What Are Vision and Purpose?
Vision: Your big-picture goal. Where do you want your business to be in the future? It’s your North Star that guides your direction.
Purpose: The ‘why’ behind what you do. It’s not about profit; it’s about the impact you want to have and the value you bring to the world.
Five Examples of Vision and Purpose
Here are some examples to get you thinking:
Online Store (Eco-Friendly Soap)
Vision: To make sustainable living accessible to everyone, everywhere.
Purpose: To provide eco-friendly, handcrafted products that inspire better choices for people and the planet.
Local Business (Cafe)
Vision: To become the heart of our community, where people connect over great coffee and good vibes.
Purpose: To create a welcoming space that supports local suppliers and brings people together.
B2B Company (Accountancy Firm)
Vision: To be the most trusted advisor for small businesses in our region.
Purpose: To empower entrepreneurs with clear financial insights so they can focus on growing their businesses.
Charity
Vision: A world where no child goes hungry.
Purpose: To provide meals and resources to children in need, ensuring they have the support to thrive.
Lifestyle Business (Yoga Studio)
Vision: To help people achieve balance and wellbeing in their daily lives.
Purpose: To create a supportive space where people can reconnect with themselves through yoga, mindfulness, and community.
How to Define Your Vision and Purpose
If you’re not sure where to start, here’s a simple process:
Think Big: Where do you want your business to be in 5 or 10 years? This is your vision.
Focus on Your Why: What gets you out of bed in the morning? What difference do you want to make? That’s your purpose.
Ask for Input: If you’ve got a team, get them involved. You might be surprised by the insights they share.
Keep It Simple: Your vision should inspire, and your purpose should feel true to you and your business.
RESOURCES
Take Action: Download the Strategy on a Page Template
Ready to get started? Head to our free marketing resources area of the website to download your free template.
Marketing strategy on a page template
It’s a simple, practical tool to help you pull all these ideas together as we work through the series.
You’ll also find more tips and examples in the blog section of my website to guide you through this process.
Need a Sounding Board?
Sometimes it helps to talk things through. I’m offering a limited number of free 30-minute calls if you’d like to bounce ideas around or get a bit of extra guidance. Book your spot here —sometimes a fresh perspective is all you need to get clarity.
What’s Next?
Next week, we’ll tackle setting your top strategic goals for 2025. For now, take some time to reflect on your vision and purpose — they’re the heart of your strategy.
Let’s make 2025 the year your business shines.