Identify how the target molecule behaves in silica TLC and then carry out column chromatography in such a solvent system where in TLC the target molecule has a Rf of about 0.3 to 0.5. Then purify using recrystallisation or using Sephadex LH-20.
But, beware the water extracted compounds will be very polar and will be strongly retained by Silica, if your target molecule is very polar better opt for a reverse phase open column chromatography and RP-TLC.
Your question is not specific. So In general ways phytochemical isolation can be done by solvent fractionation, crystallisation based on solubility, column chromatography, Prep TLC, Prep.HPLC and also LC-MS.