Defining Your Brand Purpose
The importance of asking “why?”
For this topic, we are going to borrow some ideas from author Simon Sinek’s book “Start with Why."
Every business knows what they do — the product they sell or the service they offer. This is easy. Most businesses know how they do it — that unique value proposition they offer — but most businesses fail to answer the one question that we as human beings are physiologically conditioned to connect with — WHY?
Why do you wake up every day and do what you do? What is the subconscious vision you are working towards? What matters to you? What do you believe in? What are fighting for?
Sinek explains that the “what” is processed by the brain’s neocortex—the area of the brain that processes logic and analytical thought, while the “why“ is processed in the limbic brain. The limbic brain is responsible for emotion and decision making. So when your “why” is present in your brand, you are establishing an emotional connection with the decision-making part of your audience’s brain.
Here are a few why statements by some of the world’s largest brands:
Nike
To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.
Zappos
To Deliver Happiness
Unilever
To make sustainable living commonplace
Notice that none of these vision statements talk about their actual product or service? When you start with why, it creates a strong, foundation to build your brand on. This is the beginning of your story — and your entire brand grows this place.
“People don’t buy what you do, they buy why you do it.”
Simon Sinek’s “Golden Circle“
How to get started
YOUR FIRST STEP : Write down your answer to the following questions:
What beliefs are behind my product/service?
What value is my product/service adding to people’s lives?
Why is it important?
