Do you know your brand’s purpose. Why your brand exists?
Aside from the obvious – to make money – or to give me / people a job – many people automatically think it is to fulfil a market a need.
That’s part of the answer, but as companies grow and key people come and go or family succession plans take effect, organisations often lose the understanding of why they were established in the first place.
The reality is, the why of your business is something that rarely changes.
Understanding your WHY and being congruent with your WHY is key to your brand’s success.
Why?
Today people are so attuned to advertising and being sold to, they are looking for something that has more value and meaning.
People don’t buy what you do, they buy why you do it – and why you do it says volumes about who you are.
This is the essence of British Marketing Consultant, Simon Sinek’s ground breaking work introduced nearly a decade a go. Watch this 5 minute snapshot and you’ll understand why.
Too many companies focus on:
- What we do
- What’s new
- Why it’s great
- How we are different
They often forget to be clear on
- Who they are talking to
- Why they do what they do
When looking at your organisation and re-evaluating your brand, start with your WHY.
What drove your company’s conception? What is the passion behind the business that holds firm today? Are you authentic in the way you express your passion and your WHY?
Content marketing experts agree that organisations that know themselves, why they exist are more successful as they are more skilled and authentic in their communications and story telling.
They evolve and confront new opportunities and challenges but they always retain a strong sense of who they are and what their purpose is.
As part of our branding workshops, Action Communications works with organisations to understand their why and to convey it via powerful brand stories. The results can be seen here and here.
If you feel your organisation has lost its way and needs to find its heart and be reinvigorated, get in touch today.
