How to Build a Brand People Love
1. Discover the purpose behind your brand.
Every successful brand has a powerful purpose behind it.
And so should you.
It’s what you wake up every day loving to do for other people (and the world) through your product or service.
There are four questions you should ask yourself when defining a brand purpose:
• Why do you exist?
• What differentiates you?
• What problem do you solve?
• Why should people care?
You’ll use these ideas to inform the foundation of your branding, through a tagline, slogans, voice, messaging, stories, visuals and more.
Studies show that 50% of consumers worldwide say they now buy based on a company’s brand values and impact.
So dig deep and find those nuggets of truth which can distinguish your brand from others.
Leadership expert Simon Sinek, developed an impactful model called The Golden Circle (he’s also the author of Start With Why—this book is excellent to read or listen to on Audible!)
The Golden Circle concept can help in identifying the purpose behind anything in business or life, really.
The 3 Parts to The Golden Circle:
• What – the products or services you offer to your customers
• How – the things that differentiate you from the competition
• Why – the reason you are passionate and why you exist
In fact, in the video you’ll see below, Sinek explains how to truly differentiate a brand when most of them fail.
I’ve probably watched this presentation over a hundred times, and still get chills when I do. It’s one that I send to all clients prior to our kick-off meeting for the brand discovery phase.
Some people in the marketing industry think it’s overrated, but I disagree. It’s inspiring, certainly if you are new to branding a business or idea. And, there’s a reason why it’s one of the most popular TED talks of all time.
Sit back and take a look:
“People don’t buy what you do; they buy why you do it.
The goal is not to do business with everybody that needs what you have.
The goal is to do business with people who believe what you believe.”
– Simon Sinek