Without a vision, where are you going?

Welcome back! To put a little spring in our steps – did you know, we’re just 68 days away from the New Year! While many wait until 1st Jan to start their goals, why not get ahead and start today? That way, come January, we’ll already be two months ahead of everyone else.

This week, I’ve been doing a lot of work on visions - both for personal and company brands. And something really struck me: without a clear vision, how do you know where you’re headed? Like most solo founders, anytime I help clients reflect or re-evaluate their vision, it makes me do the same. I’m still refining mine, but my North Star is clear. It’s just that as I learn and evolve, I have to keep adapting it to make sure it still fits.

When you’re building a personal brand, the challenge isn’t just to stand out today; it’s about building something that lasts. That requires balancing two key things: your core identity (what makes you unique) and your ability to adapt to change.

So how do you stay grounded while growing?

This is where having a clear vision comes in. Your vision acts as your North Star, guiding you through change and helping you decide what to keep and what to evolve. Here’s a framework to help you shape your vision:

Step 1: Define Your Core Identity (Your "Core Ideology")

Your core identity is the foundation of your personal brand. It’s made up of two parts: core values and core purpose.

• Core Values: These are the principles that define you, even in tough times. They’re values you’d stick with, even if they became inconvenient.

• Core Purpose: This is your deeper “why” - the reason for everything you do. It’s the fundamental motivation that doesn’t change over time.

How to apply it: Ask yourself, What values would I hold onto, even if they were a disadvantage? What drives me, regardless of rewards?

Step 2: Envision Your Future (Your "Envisioned Future")

Once you’re clear on your core identity, the next step is articulating your envisioned future - where your brand is headed. This consists of two elements: bold goals and a vivid description of success.

• Bold Goals: What’s a stretch goal that feels just out of reach today but drives you to grow? Think big.

• Vivid Description: Describe what achieving your bold goal will look like. What’s your future life like when your brand vision is fully realised?

How to apply it: Write down one bold goal for your personal brand. Then vividly describe what success looks like once you achieve it.

Step 3: Balance Between Growth and Authenticity

The key to long-term success isn’t being rigid or overly flexible. It’s about preserving your core identity while adapting when necessary. A clear vision helps you stay true to your values, while also evolving.

How to apply it: Use your core ideology as an anchor for decision-making. Ask: Will this change help me reach my bold goal? If yes, adapt. If not, stay the course.

Takeaway Thought

Building your personal brand’s vision isn’t about chasing trends or forcing change. It’s about knowing who you are at your core, setting ambitious goals for the future, and adapting in a way that stays true to your values. When you get this balance right, you’ll build a brand that grows with purpose - and people will follow you because they believe in your vision and authenticity.

Start today by defining your core ideology and envisioning your future.

I’ve decided to keep this section in, as a few people said they enjoyed it. Here’s what this week has entailed…

Realising My Freedom: It’s taken a while to adjust, but I’m finally embracing the freedom that comes with being a solo entrepreneur. This week it really hit home when I took my daughter to her first swimming session mid-morning - no permission needed, I just planned ahead and did it. It’s still strange, but that’s why I chose this path.

Paid Approach on RTA: As mentioned last week, we’ve been testing paid executions to drive newsletter subscribers for the Rugby Trainer Academy. Our first ads last week (2 videos did ok), but after adding new static ads to the mix, we’ve seen incredible results, with CPMs averaging £0.20 - well below industry benchmarks of $10 CPMs. It’s early, but I’m excited to see where this goes.

Strategies for Clients: I’ve also developed a business strategy and a brand strategy this week. What I love about this process is how it doesn't need to take weeks or cost five figures to create real impact. By concentrating our efforts, using a collaborative approach and focusing on a clear framework, we quickly build a solid foundation. For solo founders, especially, it's key to have something to work from that evolves over time. The priority is to get those initial building blocks in place and then refine as you grow.

Well, that's all for this issue. I hope you enjoyed it.

See you next Thursday.

Keep building,

A