Have brands lost the 'right WHY'?
Effective brand strategy begins where self-promotion ends- 4 min reading time
In 2009, Simon Sinek, management consultant and bestselling author of “Start With Why”, gave one of the most viral TED Talks entitled “How Great Leaders Inspire Action”. And so the hype surrounding the ominous WHY took its course. Since then, countless brands have been trying to find, define and communicate their personal WHY. Not an easy task. Because the question of WHY goes deep into the company's DNA: what is our purpose, our vision, our selfless answer to the question “Why do we exist?”
But in reality, the concept of WHY has often become an egocentric branding imperative. Brands focus on communicating their deepest beliefs - hoping to inspire, gain sympathy and ultimately sell more. However, one crucial aspect is often overlooked.
By Gabriel Zöller, Strategist at VON HELDEN UND GESTALTEN
The WHY has derailed
Many brands start with themselves: “We believe in...”, “Our purpose is...”, “We stand for...”. Sounds good at first. But there is often no connection to reality. People don't buy brands because their WHY sounds particularly fancy. They buy because they want to solve a problem. Have a need. Want to achieve something.
Pepsi quenches thirst. LIDL saves money. Gillette makes you smooth. And yes - even Apple doesn't primarily sell its design philosophy, but powerful tools for creative work.
What about your WHY?
Your WHY is not the reason why people buy. It is a differentiating feature - a filter for the selection decision when several options perform similarly in direct comparison. Simon Sinek is also far from convinced that brands should only talk about their WHY and ignore the HOW or WHAT. His point at the time was rather: most brands start with WHAT, sometimes they explain their HOW - but they forget their WHY.
But today, the approach has changed: Many brands talk almost exclusively about their WHY - and forget why people should listen in the first place.
How to find your way back to your right WHY
It's not about abolishing the WHY - it's about decoupling it from self-promotion and returning it to real added value. Brands that want to be relevant today are asking themselves a new question: Why do we really need you?
Four food for thought to help get the WHY back on track:
1. Think from the customer's perspective, not your own.
What motivates the people you want to reach? What need is at the center? Your brand's WHY is strong when it has a real impact on the reality of your target group.
2. Make it concrete and tangible.
A strong WHY doesn't just live on your “About us” page. It is reflected in the service, the product and the communication. It leads to holistic decisions - and makes attitude visible.
3. Link your WHY with HOW and WHAT.
Purpose without implementation is cosmetic. Only when WHY, HOW and WHAT work together can real credibility be created. Your brands must show how your WHY is put into practice.
4. Put your WHY to the test again and again.
Markets change. People evolve. A purpose that was relevant five years ago can seem like a soliloquy today. Regular reflection protects you and your brand from losing relevance.
Bottom line
Purpose is important - but it's not an ego trip. Brands that really want to make a difference need to stop revolving around themselves. And start doing that instead: Listen. Understand. Support.
People don't get excited when brands only talk about themselves. They are inspired when brands help them to achieve their goals, overcome challenges or live their own purpose. Only then does a connection develop. Trust. And impact.
Don't make your WHY a show - make it a solution. We are happy to support you on your journey to your individual HERO WHY. Clear. Authentic. And bold. Ready to start with WHY? Let's talk!
Let’s create heroes!
