What’s Your Why?
Photo by Jeremy Goldberg on Unsplash
“People don’t buy what you do, they buy why you do it.” — Simon Sinek
You’ve probably seen this quote before. You’ve probably also heard the big question: “What’s your Why?,” which is what many brand strategists and designers ascribe to when starting the process of creating a new brand.
As much as it’s over said, there’s a reason for that: it’s true! Think about any brand that you’re loyal to, despite the fact that there are likely hundreds of competitor brands that you could switch to. Why do you stick to that brand? It’s their why.
Purchases are totally emotional. Sometimes logical, sure, but when it comes to brand loyalty, it’s all emotional. How many times have you jumped around toothpaste brands because, really, they all look and do the same thing? (I do this all the time!). And you’re most likely not telling everyone why [insert toothpaste brand name here] is so amazing and you HAVE to use it. Unless, say, it successfully whitened your teeth and got rid of cavities and helped you get a glowing report from the dentist. Even then, all those things were problems solved that improved your life for the better, which is still an emotional experience.
So—a few things to think about when it comes to your brand:
What’s my why? WHY am I creating this thing?
What is the unique vision I have for the world by releasing this product to the market?
Who am I specifically doing this for?
What problem is my product solving for that ideal customer?.
