Discovering Your Brand's Purpose
A Guide to 'Find Your 'Why'
Beth Wilson-Parentice
9/3/20242 min read
Understanding the Importance of 'Why'
As a brand founder, one of the most crucial elements of your business is its core purpose, or 'Why.' Simon Sinek, renowned author and motivational speaker, emphasizes that understanding your 'Why' can propel your brand to new heights. This concept is not just about making money; it’s about providing value that genuinely impacts the lives of others.
Steps to Identify Your 'Why'
The journey to discovering your brand's 'Why' involves deep introspection and a systematic approach. Here are actionable steps to help you uncover the essence of your brand:
1. Reflect on Your Business's Origin
Start by reflecting on why you started your business in the first place. What problem were you trying to solve? What inspired you to take the leap? Clearly articulating the initial spark that led to the creation of your brand can provide significant insights into your purpose.
2. Identify Your Core Values
Every brand is built on a set of core values. These are the guiding principles that dictate how you operate and make decisions. List down your brand’s values and consider how they align with your business activities. Your core values can serve as a compass, pointing you back to your 'Why.'
3. Engage Your Team and Customers
Finding your 'Why' is not a solitary endeavor. Engage with your team and loyal customers to gather different perspectives. Ask them why they choose to work with or support your brand. Their feedback can reveal unique insights that you may have overlooked.
4. Define the Impact You Want to Make
Think about the larger impact you want your brand to have on society. Beyond profits and market share, what social or environmental changes are you aiming to support? Articulating this aspirational vision can help you zero in on your brand’s deeper purpose.
Actionable Exercise: The Golden Circle
Simon Sinek’s concept of the Golden Circle can serve as a practical tool for this exploration. This framework includes three layers: What, How, and Why.
What: Define what your brand does. This is often the easiest part, involving your products or services.
How: Outline how your brand operates uniquely from competitors. This might include your unique selling proposition or business model.
Why: Finally, and most importantly, determine why your brand exists. This should be a clear and compelling reason that goes beyond making money.
Learn From Simon Sinek
If you’re interested in delving deeper into these concepts, Simon Sinek’s TED Talk, “How Great Leaders Inspire Action,” is an excellent resource. In this video, Sinek breaks down the essence of great leadership and the power of understanding your 'Why.'
Conclusion
Discovering your 'Why' as a brand founder is not a one-time exercise but an ongoing journey. By reflecting on your origins, identifying core values, engaging stakeholders, and defining the impact you want to make, you can align your business activities with a compelling purpose. This alignment not only inspires your team and customers but also propels your brand toward sustainable success.
