Why you need to find your ‘why’

Why do you do what you do? Or why does your business do what it does? If you don’t know you need to figure it out. The “why” is very often one of the most important things consumers will look for when choosing brands. In many cases this has become a subconscious part of their decision making.

Some businesses exist for the most basic of reasons; those behind the brand have specific skills that they're willing to offer in exchange for profit. However, you have to look deeper than this.

What’s the reason these skills were developed? It’s unlikely it was a random set of coincidences. Maybe you were trained by someone you loved or respected, a lifelong ambition or talent being recognised from a young age.

Very often when you get under the skin most people want to change the world in some way, shape or form. It doesn’t have to be ground-breaking, just simply helping visitors gain new experiences is enough to change their lives.

Could you be driven by a grand vision? One that you hope one day will change your industry, your area or your community from the ground up, helping those who work in your business and those who support it?

Identifying your purpose is a large part of pinpointing your why.

Why is that important?

A brand's story is equally as important as the product or service you provide. Purpose is often the driving force behind a brand's story. When communicated effectively, this purpose can resonate with customers in ways that skyrocket the business to higher levels of success than they ever dreamed.

For a brand or business to truly take advantage of this and put these techniques into practice; first you need to identify your purpose. Then you can utilise storytelling to make this purpose synonymous with your brand. Finding your 'why' is about where you're from, but it's also about where you're going.

Identify your brand mission statement

Your brand mission statement is a declaration to the world. It’s more than just a slogan or a description of who you are. It needs to be something that states what you stand for and what you bring to the table – more importantly, it’s what makes you unique even in a crowded marketplace.

In a nutshell your mission statement should help you to explain in a single sentence or short paragraph what the culture, values and ethics of your business are.

Identify your brand values

Every brand stands for something, but some may not fully understand what. That’s ok, now is the time to consider this.

Your brand values are going to be a set of guiding principles that shape all aspects of your business. Think of them as the very core or the soul of the brand. They will ultimately dictate your brand message, identity and personality.

Without a set of brand values in place it can be very hard to pin down how your brand story will develop.

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