Orator Simon Sinek famously said, “People don’t buy what you do, they buy why you do it.”
From start-ups to small businesses to large corporations, companies across the enterprise struggle to identify the ‘why’ of their business strategy. It’s easy to pinpoint what your products and services are, and how they can benefit your customers — but how do you identify why you do it, and effectively communicate your purpose, cause and beliefs to others?
Without addressing the ‘why’ of business, many companies fall short of their growth plans and wonder where they went wrong. CEOs and leaders, to engage people with your cause, you need to demonstrate genuine passion for what you do, and a sense of holistic purpose — that is, why you do it. You need to connect emotionally with your people, whether customers or employees, and inspire them to join you in your transformational vision.
Communicating the ‘why’ of your business is crucial — but this can be a difficult and daunting process. With time, persistence and the right marketing strategies, you can attract people who believe what you believe. Attracting like-minded people is a sure-fire way to build strong relationships grounded in trust and loyalty and engage an ever-expanding network of people with your cause.
Here are 3 ways you can promote the ‘why’ of your organisation through strategic marketing:
1. Identify your vision and mission
Step one is to clearly articulate your vision and mission — that is, why your organisation matters. What motivates you to get out of bed every morning and go to work? What makes your business authentic, unique and different? How will your product or service make a transformation in people’s lives? Think about how you can expand your purpose and vision into new markets in the future, and integrate these ideas into business proposals and policies across the board.
2. Integrate your core values into everything you do
The next step is to determine what you stand for. Think about the core values and traits that make you stand out from your competition. Every organisation has significant strengths and points of differentiation that can carve out a competitive advantage in the market. The key is to clearly articulate your core values in every interaction and across every platform, ensuring that your brand message is coherent, consistent and authentic.
3. Create a meaningful story
A holistic approach to marketing requires a meaningful story. A strong story gives your brand substance and meaning. Without it, your efforts may seem fluffy and transparent, as customers can see right through superficial or ‘flashy’ marketing. An intrinsic brand message and story should be the basis of all branding and marketing strategies. Flair and originality, as well as true passion and drive, are the keys to creating a meaningful story and connecting emotionally with your audience.
Read the full article in The CEO Magazine.