Really successful brands are good at one thing. It is the illusive "secret sauce" to how they are able to reach and retain customers.
The secret is in the "WHY". Ok, not just the Why, but it must start there and then it is the brands ability to effectively express that "Why" to the audience in a meaningful way that creates trust and loyalty to the "Why".
Lets take a look at the Golden Circle graph from Simon Sinek and explain it using the Apple corporation.
What: Every organization on the planet knows WHAT they do. These are products they sell or services they offer.
How: Some organizations know HOW they do it. These are the things that make them special or set them apart from their competition.
Why: Very few organizations know WHY they do what they do. Why is not about making money. That is the result. It is the purpose, cause or belief. It is the very reason your organization exists.
The graph illustrates the right way to think about your brand when creating your marketing. But, most companies work backwards. They start with "what" move onto "how" and rarely even get to the "why". Many treat their "why" as an internal mantra or set of core values that only are seen by new employees in the hiring packet.
Apple starts with the "Why". But before we show you how they do it, lets look at a marketing statement from them if they started with the "what" like other companies do.
"We make great computers. They're user friendly, beautifully designed, and easy to use.
Want to buy one?"
Although the statement is true, it doesn't compel me to run out and buy an apple computer. Now lets take a look at what a real marketing messages from Apple looks like.
"With everything we do, we aim to challenge the status quo. We aim to think differently.
Our products are user friendly, beautifully designed, and easy to use.
We just happen to make great computers.
Want to buy one?"
Buy starting with the "Why" Apple interacts and attracts customers who share the same fundamental beliefs. "People don't buy what you do, they buy why you do it." Starting with the "why" makes Apple more that just a computer. It is what has kept their business growing while competitors with similar technology have flopped.
So how can you implement the golden circle into your already existing brand message?
First, if you don't know your "why" then figure it out. It is your core purpose and can be simple and emotional. Stay away from an overly worded mission statement that lacks real meaning and think about why you started the business in the first place. (money aside)
Now think about how you are marketing your products or services. Do they align? Remember building a loyal customer is all about attracting the people who share your fundamental beliefs.
Not conveying your "why" may explain a lack of customer interaction, loyalty and repeat business.
Second, implement your "why" into your company message. This is done on advertising, emails, blog posts, landing pages and in social media.
Lastly, Think about your customers. Who are they?
Are they the kinds of people who might share your core values? What is it that drives your buyer personas to buy your products and remain loyal over a long period of time?
If you don't know the answers to these questions, it's ok! You don’t necessarily have to scrap your buyer personas and start over. Just add more context to who they are and how they identify with your "why." Doing so will get you to start thinking about the internal motivation that goes behind their purchase decisions. Perhaps you are a small business with large competitors and your customers are loyal to you because they like to support the little guy. Maybe you’re making the world a better place, and your customers love you because they believe in your cause. Whatever the reason, redefining your buyer personas to match your "why" is critical in creating marketing that inspires them to continue advocating for you.
Now go out and test your newly found knowledge into a brands success by building a few social media messages around your "why" to uncover people who share your beliefs and establish yourself as a leader in your space.
Do you have a "why" success story. Share in the comments to inspire other business owners.