At a recent AGM for my client, North Berwick Environment and Heritage Trust (soon to be known as NB Heritage), I had the privilege of hearing Mike Bullock, Chief Executive of the Northern Lighthouse Board (if you're ever walking down George Street in Edinburgh look out for the building with a working lighthouse on the front), give a talk that was as inspiring as it was practical.
He shared what it takes to build and maintain Scotland’s iconic lighthouses. These are structures designed to survive crashing waves, gale-force winds, isolation, and decades of wear. They are built to last, to do a vital job without needing the spotlight, and to keep people safe even when no one is watching.
It struck me that the best marketing strategies should work in much the same way.
Why your marketing strategy needs to be built for the storm, not just the sunshine
So much of modern marketing is driven by immediacy. We want quick engagement, trending moments, and high-visibility wins. But what happens when algorithms shift, budgets shrink, or your audience becomes distracted?
The strongest strategies are not built for average days, but for challenging ones. They hold steady in uncertainty. They continue to serve a clear purpose even when visibility is low. They are constructed carefully, with clarity and resilience at their core.
As a freelance marketing consultant, I work with heritage and values-driven organisations that are not just thinking about their next campaign. They are thinking generationally. They want to leave the world better than they found it. And that starts with having a strategy built to stand the test of time.
Start with a long-term vision, not a short-term fix
Like a lighthouse, your marketing strategy should be placed with purpose. It should serve the people who need it most, and it should reflect the core of who you are as an organisation.
That means taking the time to understand your long-term goals and how your audiences think, feel, and act. Instead of rushing into channels or chasing trends, a strong marketing plan will reflect your values and show your audience who you are with consistency.
At Monument Marketing, we start by asking:
• What legacy do you want to create?
• Who are you here to serve, and how do they see the world?
• What messages do you want to become known for?
• How can your marketing hold steady even if the environment shifts?
These aren’t surface-level questions. They are foundational. And they are the reason your marketing will still be working when the weather changes.
Be visible, distinctive, and reliable
Mike shared that lighthouses are not only functional. They are designed to be seen. They are distinctive and recognisable. Their purpose is to stand out clearly, so they can guide and protect those who need them.
Your brand needs that same visibility. Not in a gimmicky or attention-grabbing way, but in a way that feels calm, confident, and clear.
To achieve that, we use tools like:
Brand positioning statements
Core message hierarchies
Voice and tone guidelines
Social media playbooks
These are not just marketing documents. They are how you remain clear in the minds of the people you want to reach, especially in a noisy environment.
Evolve with care, not with trends
Another part of Mike’s talk that stood out was the careful evolution of lighthouses over time. From oil lamps to LEDs. From resident keepers to remote monitoring. From stonework to solar power. None of these changes happened overnight, and none compromised the core mission of safety at sea.
In marketing, this is a reminder that change is necessary, but it should be done with intention. Your brand may evolve. Your tactics may shift. But the essence of your organisation should remain at the centre of every decision.
I support my clients through annual strategic audits, stakeholder interviews, and clarity sessions to ensure they are growing in the right direction, not just reacting to what everyone else is doing.
Marketing for people you may never see
Perhaps the most moving part of Mike’s talk was this:
“We don’t just serve Scotland. We serve the sea.”
Some of the most important people who benefit from a lighthouse may never step foot on land nearby. In the same way, your marketing may have ripple effects you cannot see. Quiet impact is still impact. Legacy is still being built, even when no one is clapping for it.
I believe in building marketing strategies that respect the audience, honour the mission, and consider the bigger picture.
How to build a resilient marketing strategy for your organisation
If you are a heritage site, historic property, conservation charity, or community organisation, and you want to build something that will outlast the latest algorithm, here’s where to begin:
1. Define your long-term mission.
Ask what you want your organisation to be remembered for and why that matters.
2. Get clear on your audience.
Use empathy mapping, interviews, or surveys to understand what drives the people you want to serve.
3. Focus on distinctiveness.
Know what makes you different from others in your space, and communicate that consistently.
4. Document your voice and message.
Create a brand guide that helps anyone in your team speak with clarity, confidence, and care.
5. Plan for the worst days too.
Build flexibility into your campaigns. Identify fallback options and evergreen content that can run without constant input.
One monumental moment
The moment that stayed with me from the lighthouse talk was this:
“You don’t build for the average storm. You build for the worst case scenario.”
If your strategy can survive the toughest days, it will thrive in the best ones.
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