24 Aug Successful Branding; Some Lessons From Simon Sinek (2 Mins)
How do companies typically communicate the value and nature of their brand?
It could be any kind of company, but let’s just take lawyers as an example. The essence of brand communication in a company normally goes along these lines:
“We have some of the most experienced lawyers in town, with outstanding expertise and qualifications in family law, property law and inheritance law. They’re knowledgable, friendly, and able to provide good legal counsel that avoids unnecessary legal jargon. Want to choose us?”
Their brand message, essentially, starts with the “what” and “how” of their company. In other words, the company outlines an idea of “what” they do, and “how” they do it (i.e. “how” they are different from, or better than, other companies).
Most businesses, charities and professionals on earth know what they do, and how they do it. But do all of them know why?
Simon Sinek, a well-published author on corporate branding, uses the example of Apple computers to articulate the power of those brands who answer the “why” question.
What would the message of Apple be, for instance, if they simply copied what most businesses and organisations do?
It would probably go something along these lines:
“We make amazing computers. They are user-friendly, beautifully designed and simple-to-use. Want to buy one?”
But what do Apple actually say? In reality, it goes something like this:
“In everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making beautifully-designed products that are simple-to-use and user-friendly …We just happen to make great computers. Want to buy one?”
This approach – starting with “why” -, according to Sinek, gives people a sense of belonging; inspiring them to take action and advocate on your behalf. It gives them a cause they can relate to and rally behind. It will also make them more inclined to pay a premium.
In other words: “people don’t buy what you do; they buy why you do it.”
If you can communicate a compelling explanation of why you do what you do, then you can lead by inspiration and create a powerful sense of purpose and attachment; increasing your customer attraction, retention and advocacy in the process.
As the Marketing Coordinator at Ratio7, Phil is responsible for devising tailored marketing strategies for his clients; generating engaging and informative content; and ensuring brand consistency across all of Ratio7’s communications. Phil has a passion for creating powerful corporate brands, and suffers from a borderline-unhealthy addiction to Google analytics.
In his spare time, Phil can be found training for powerlifting competitions, watching Jason Statham movies, and playing acoustic guitar at open mic nights.