Why Values Matter Building a Brand with Heart (and Grit)
Do values really matter when building a brand? For us, yes absolutely.
When we started out back in 2005, we didn’t want to just set up a business—we wanted to lay the foundation for something much bigger. Something that, hopefully, would outlast and possibly even outgrow us!
One of the very first things my then partner and I did was sit down and define three crucial ‘rules of engagement’:
- Our vision
- Our brand positioning and promise
- And, most importantly, our business and brand values.
At first glance, that might seem like the kind of big picture stuff you can save for later. But for us, it was everything. It set the scene and developed a framework within which we could all become, and remain, on the same page; hold each other accountable; and through which we could filter all business decisions.
I’m still so glad we put in the effort and did that first. It has stood the test of time and has enabled us to quickly ensure staff and suppliers understand who we are, and what we stand for.
Why We Started with Big Sky Thinking
We believed then—and still do—that we wanted to create a business within a framework that delivered freedom. Freedom for the owners, yes. But also freedom for our staff, our activity owners, and freedom too for adventure seekers.
Discussing freedom in the adventure industry might sound strange, but hear me out. Nowadays expecting great service and solid health & safety records is a given, a bit like expecting your ice cream to be frozen! However, we wanted to give owners and seekers brand consistency, and build brand trust that was not yet associated with the adventure industry.
In a world where money talks, we wanted to level the playing field as much as we could and put integrity into our brand. Not fluffy, lip service integrity, but old fashioned family values integrity where people can rely on us, even though it adds weight to our shoulders.
If you’ve clearly defined where you’re going (your vision), what you stand for (your values), and how you want to show up in the world (your brand), then we believe you don’t need to micromanage people or projects. You truly don’t need to be looking over anyone’s shoulder because everyone is on the same page, literally and figuratively.
Keeping everyone’s heads and hearts aligned with ours is Jack’s and my primary responsibility and I must say we’ve met and worked alongside some remarkable people over our two decade journey.
If someone joins us and makes a decision that moves us closer to our vision, and does it in a way that stays true to our values, then we’re winning. Every single day. That’s how we keep the brand clean, consistent, and moving forward—with integrity.
Our Vision
To deliver the leading adventure directory, for both Owners and Seekers, in every market we enter.
This vision has fueled us for years. It’s about creating real connections between people who live and breathe adventure—those offering experiences, and those searching for them.
We’re driven by the community we serve and continue to question each other regularly around ‘is this decision serving our community in a meaningful way?’ If not, then we don’t do it. I must say, we don’t always get it right.
We are human and have made MANY mistakes along the way. However, the intent is there and we aren’t afraid to call each other up if we step ‘out of line’. Attacking issues, not people, and keeping our ego’s in check 😉
I really value Jack in this. I’m a big sky thinker and am often on to the next project before one is completely wound out. He’s great at pulling me back in line and reminding me to cross one finish line, before we line up at the next start line!
Our Values:
- Energetic: We’ll be an adventurous brand associated with momentum, fun and excitement.
- Credible: We’ll build trust through solid, professional and authentic interactions, always.
- Free Spirited: We’ll be pioneering, not afraid to push boundaries, and create a sense of freedom for owners, seekers, and ourselves.
Our values aren’t just pretty words on a wall, they’re the lens we view everything through. From how we design our tech to how we speak with partners, to how we show up for our community. They guide us when things get messy, which they inevitably do in any meaningful journey.
Our Promise
We promise to create opportunities that make adventure part of everyone’s daily fuel.
Whether you’re launching a new activity; searching for your next wild weekend; or just looking for inspiration—our platform is here to spark the explorer in you, every day!
Final Thoughts
We started with vision and values, and we truly do believe it’s the reason we’re still here. When your values are clear, your vision is bold, and your promise is heartfelt—you don’t just build a brand. You build a movement!
So whatever adventure you’re chasing please back small guys like us; the entrepreneurs forging a path in the quagmire of noise in the marketplace. We’re all just trying to make our way the best way we know how, and your support and feedback can make all the difference!
Fuel up, there’s adventure ahead.
Dianne & Jack
The guide is very complete, perfect for solo travelers.
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