Surviving the Brandemic
As our world reopens, there’s no doubt that (work) life as we know it has changed. The way we connect, our purpose in collaboration and consumer behavior has all shaped the “new normal.” Consumer trends and actions lead brands. Given the unprecedented nature of Covid, harnessing impact and identity is just as critical. Brands will need to connect with customers through bold changes and vigorous responses to the new future.
The Golden Circle
What’s the first thing you picture when you think of your business? Probably the product you sell, right? So, why aren’t you selling more? And what actually captivates a customer? Whether you realize it or not, all inspiring businesses act and communicate in the same way- contrary to the normal guys.
Successful brands function on three levels:
When your “why”, “how” and “what” are aligned, you create purpose. This principle created by Simon Sinek, is The Golden Circle. Humans respond best when messages communicate with parts of the brain that control emotion and decision-making. The Golden Circle is a way to identify purpose and challenge the status quo. Why you do what you do matters most.
Start with Why
This is where the gold is found. The why is your driving vision: the aspirational description of why your company does what it does. Very few brands know why. It’s not about making money- that’s a result. Why do you get out of bed in the morning? Why does your company matter? It’s is the emotional cause or belief and the sole reason your company exists.
The “How” Factor
The how is your brand’s persona. The concrete characteristics making you unique against the competition. These are things that set them apart from the rest, therefore making you unique or different from other organizations.
What’s Your What
Every business knows exactly their what. It’s the straightforward basis- for both the customers and the company itself. Many businesses run in a non-Golden Circle way. They first establish what they want to do and figure out how to do it, leaving the why loosely tied together.
Using The Golden Circle in Your Brand
Sinek uses Apple in all of its impactful glory as the perfect example:
Apple Why: We believe in challenging the status quo and thinking differently.
Apple How: Our products are beautifully designed and user friendly.
Apple What: We just happen to sell computers.
Tapping into your why is the greatest way to gain success. It’s no longer enough to state your intentions, you must amplify reasoning behind it. If people can relate to what makes you tick, you are guaranteed to succeed in your branding endeavors. Covid is the challenge of our times. The time for companies to reinvent the future is now.