Sharing your Why
It has long been established that businesses and brands know what they do. They also know how they do it. The piece that appears to be an after thought is the purpose. The reason “why” behind a business has been growing in importance for over a decade. In 2020, sharing the “why” is arguably the most important message for marketing your business.
Defining your Why is Key for Many Reasons
1. It influences purchases…
Research shows that Millennials and Generation Z care about your why. Knowing the reason behind a business influences purchases. Purchases are closely related to feelings. Consumers feel good when they support a business who has a clear passion or set of values.
2. It keeps your messaging clear…
Having a purpose also leads to better judgment in your business decisions. When you keep your values at the core of your business you streamline your focus. This keeps messaging clear and consistent.
3. It builds brand identity…
Defining your why is the core of identifying your brand. Brand identity creates a company culture for your employees. It also enables your customers and clients to know who you are and what to expect from you. Ultimately, this leads to customer and client retention.
“The missing connection that we are seeing is the missed opportunity of sharing the why.”
Sharing your Why
In this new decade defining your purpose, values, and principles may seem intuitive. The necessity of identifying the why behind your brand may even be obvious. The missing connection that we are seeing is the missed opportunity of sharing the why.
Communicating your why is the same as sharing who you are as a brand. Your brand identity is established with your style, your actual products or services, and your aesthetic but it is also rooted in your purpose. Today’s consumers want to know who you are at your core. They align your purpose with your brand identity. If you are not sharing your purpose you are missing that opportunity to connect.
Types of Purpose
If you are a business who was built upon a belief that you can make a difference by supporting causes you care about then you are probably sharing your purpose. If your business model has a component of giving back already built into it then you are likely including this in all of your messaging. For these brands, communicating their purpose is really simple and natural. You may immediately think of Toms, “buy a pair, give a pair” model.
The reality is that many businesses were formed before this concept or a model like this does not translate well with their industry. While some business models do not include a community service component at their core, they typically do their part in other ways to support causes dear to their hearts. From independently owned restaurants to retail boutiques, we’ve seen their commitments to their communities.
For these small businesses or established brands who were not built on social responsibility, sharing your purpose is as simple as sharing your passion. It is okay to share moments or snippets of your support for social causes but it becomes performative if it is pushed too hard and it was never really your purpose as a business. A better way to establish your brand identity and connect to your audience is to share why you get up in the morning. Tell them why you care about your business or your industry. Give them insight into how your business was born.
Answer These Questions to Communicate your Why
Be genuine in your message and use examples so people can relate. Your vulnerability in answering these questions is what leads to connection.
- What inspired your business?
- What problem are you trying to solve and why do you care about it?
- How do your beliefs play a role?