A period of abundance beckons. Not just of purchasing power, but an abundance of choice.
In today's marketing landscape, Brand Purpose has become a buzzword, and marketers are desperately seeking a purpose for their brands. However, let's set the record straight: a brand has always been about the promises it makes and how well it fulfills those promises. In this blog, we will delve into the importance of starting with the "what" rather than the "why" when it comes to building a brand.
The Power of the What
The "what" of your brand refers to the core essence of your business. It encompasses the products or services you offer, the needs you address, and what sets you apart from your competitors. By being crystal clear about what you do and who your target audience is, your brand's purpose will naturally evolve. As legendary marketer David Ogilvy once said, "The consumer isn't a moron; she is your wife." Understanding your audience and delivering on their needs should be your primary focus.
The Myth of Starting with the Why
Simon Sinek, the renowned leadership consultant, has captivated many brand builders with his concept of starting with the "why." However, it's essential to recognize that Sinek's expertise lies in leadership, not branding. While his passionate case may resonate, his famous talk falls short in practical application. As Sinek drops the line "wanna buy one?" instead of "wanna build one?" he overlooks the true essence of brand building.
Where's the Evidence, Apple?
Despite Sinek's fervor, try finding a single instance where Apple explicitly communicates their "why" as he claims they do. The reality is that Apple focuses on the "what" and presents its products as superior, innovative, and user-friendly. Their success lies in delivering exceptional products and experiences, not in preaching their purpose. Actions speak louder than words, even in the branding world.
The Role of the Why
While the"why" can be a compelling internal driving force that helps leadersbuild synergy within their teams, it is not the starting point for a brand. Abrand needs to work its way up the Brand Ladder and earn the right to base its communication on the "why." The "why" should be seen as a destination, a milestone that your brand can aspire to reach, once it has established its credibility and trust with customers.
When it comes to building a brand, the focus should always be on the "what" rather than the "why." Clarifying what your business does and understanding your target audience will naturally lead to the evolution of your brand's purpose.
People don’t buy ‘Why’ you do what you do. They simply don’t care about you. They will turn their attention towards only when they know ‘WHAT’ you do and then if impressed by ‘HOW’ you do it, they might be persuaded to engage.
While Simon Sinek's ideas are compelling, they are more suitable for leadership than brand consultancy. Remember, a brand needs to earn the right to communicate its "why" by delivering on its promises and climbing the Brand Ladder. So, always start with the what, and let the why unfold along the way.
