Finding Your “Why”: How to Build a Brand That Customers Truly Care About
Ever wonder why some brands just get it? You know the ones—they feel genuine, like they understand you on a personal level. According to Simon Sinek, it all starts with one thing: your “why.”
Your “why” is the reason your business exists beyond making money. It’s what gets you up in the morning and makes customers want to stick with you through thick and thin. Sounds pretty important, right? Yet so many businesses skip this crucial step. Let’s change that.
“People don’t buy WHAT you do; they buy WHY you do it.”
What Is Your “Why”?
In Sinek’s now famous TED Talk and book Start With Why, he explains that great leaders and brands focus on why they do what they do, not just what they sell.
Here’s how it breaks down:
What: The products or services you sell.
How: The process or unique selling points that make your offering stand out.
Why: The deeper purpose or belief that drives everything you do.
The “why” is where the magic happens. It’s emotional, human, and relatable. It’s the thing that turns casual customers into raving fans.
Why Does Your “Why” Matter?
Your “why” isn’t just some fluffy marketing concept—it’s a business powerhouse. Here’s why it matters:
It Builds Loyalty
Customers who connect with your “why” stick around. They’ll choose you over competitors, even if your prices are higher or you’re further away.It Inspires Word-of-Mouth
People love to talk about brands they believe in. Your “why” gives them a story to share.It Motivates Your Team
A clear purpose energises your team. They’ll feel like they’re part of something bigger than just hitting sales targets.It Guides Your Decisions
Your “why” acts as a compass, helping you stay aligned with your core values when making business decisions.
How to Find Your “Why”
Finding your “why” takes some soul-searching, but it’s worth the effort. Here’s how to get started:
1. Reflect on Your Origins
Ask yourself:
Why did you start your business in the first place?
What problem were you passionate about solving?
What makes you feel proud about what you do?
The answers might reveal the deeper purpose behind your work.
2. Talk to Your Customers
Your “why” should resonate with your audience, so don’t be afraid to ask them why they choose you. You might uncover insights you hadn’t considered.
3. Define Your Core Values
Your “why” often stems from your personal or business values. What principles are non-negotiable for you?
4. Look for Patterns
Do you notice recurring themes in your business journey? Maybe it’s a commitment to creativity, sustainability, or community impact. These could hint at your “why.”
Examples of Brands That Lead With “Why”
Apple
Why: Challenging the status quo and thinking differently.
How: Creating beautifully designed, user-friendly products.
What: Computers, phones, and software.
Apple’s “why” inspires loyalty because it’s about more than just selling gadgets—it’s a movement.
Patagonia
Why: Saving the planet.
How: Producing eco-friendly, high-quality outdoor gear.
What: Jackets, backpacks, and climbing equipment.
Patagonia’s customers don’t just buy gear—they buy into a mission.
How to Communicate Your “Why”
Once you’ve found your “why,” it’s time to share it with the world. Here’s how:
Weave It Into Your Brand Story
Your “why” should be at the heart of your brand story. Share it on your website, in marketing materials, and even in product descriptions.Inspire Emotion
People respond to feelings, not facts. Use storytelling to create an emotional connection with your audience.Live Your “Why”
Your “why” should guide everything you do, from how you treat customers to the products you develop.
Final Thoughts
Finding your “why” might take some time, but once you uncover it, you’ll never look at your business the same way again. It’s the key to building a brand that stands out, connects deeply, and inspires loyalty.
If you’re ever in West Berkshire, pop into the studio in Newbury. Let’s chat about your brand’s “why” and how we can use it to create something unforgettable. You bring your story, and I’ll bring the coffee. Deal?
