Building a “Why” Behind Your Brand

Becoming a powerful "brand" that provides more than product, service, and support can be challenging. By reaching beyond the tangibles provided by your business, reaching further and uncovering the intangible emotional connections established between your brand and the customer have invaluable significance; they are what distinguishes your brand and creates an advantage in purchasing and loyalty decisions.

Simon Sinek, author of “Start with Why: How Great Leaders Inspire Everyone to Take Action,” stated that your vision or the “why” behind your brand would advocate your audience to rally around your purpose - not the “how” or “what” aspects. 
According to Harvard Business School professor Gerald Zaltman, “95 percent of our purchase decision making takes place in the subconscious mind. It’s an instinctive feeling, not a laborious assessment of why they need your offerings.”

With this precedent in mind - that people buy based on their emotions (and not by analysis), it becomes clear the need to research, study, and understand what resonates with your audience allowing you to create a message that evokes a purpose. 

After an in-depth examination of your customer base, highlight resonating themes and emphasize what is unique about your offerings. It is most valuable to collect this information via customer (or prospect) feedback using open ended questions regarding distinction and feeling. The information uncovered will allow you to pinpoint a brand story that customers pay attention to and reside with. Further, becoming a brand with personality and authenticity will give you a confident company edge, lay the foundation for brand positioning, and motivate customers to make reactionary purchases.

Once you have established the mood and tone for your brand, it’s always best to create a guide to help marketing and sales get on the same page.  Build a marketing plan around the valuable insights that you discover. Not only will this help your company’s brand philosophy shine but it will develop an attractive ideology for your audience to become brand promoters for years to come. Keep in mind, this guide will serve to help sales and marketing stay on the same page to keep things well-maintained and consistent.

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