Image Credit: Anton Fomkin
If you don’t stand for something, then your customer won’t stand by you.
At the foundation of a thriving and spreadable brand is a great idea.
This idea is what you, as the business or organization, seek to support and share with others. It is what drives your passion, helps clarify your vision, and drives brand loyalty and word of mouth.
For your customers or fans this idea is the invisible rallying point that attracts them to your business. This idea speaks to them and is something they would be passionate about outside of your business anyway; you were just smart and decided to support the idea and not the business.
Where Most Businesses Screw This Up
They put themselves in a box.
They don’t mean to per say, but they start by leading with what they do (vs. why) and telling everyone else how good they are at it…just like everyone else.
This used to work pretty well, but now it is quickly losing steam.
Why?
Because people today have hundreds, if not thousands, of choices to choose from, and many of them are your direct competitors. So how do they remember all the differences between your brand and the next business as they try to compare your experience?
They don’t. They become overwhelmed, burnt out or go with what their friend said.
The shift that needs to happen:
Your Core Idea
As Simon Sinek says (video below), “People don’t buy what you do, they buy why you do it.” (bold added)
Your brand’s core idea exists in the realm of passion – yours and your customers. The idea doesn’t belong to either of you (another mistake many businesses make), but rather is a focus point, a vision, or a purpose for that passion.
Great Example: Chipotle
Here is a great example from Chipotle as they lead with their core idea of ‘Food with Integrity’. It’s printed right on their cups where all their customers can read as they’re enjoying their meals. Brilliant.
Image Credit: Julie Vazquez
Watch Simon Sinek share this concept (the first 5 minutes will give you the idea, but the whole video is worth it).
Moving Your Brand Forward
It’s about the idea. It’s about the passion.
Ideas are what people come together to support, to tell their friends about (not a business). From here on out you can improve not only your brand, but also make your business more enjoyable, by leading with your passion and idea.
Some steps to consider:
- What is the central message/idea you want to share? –>Look to the passion (yours + customers).
- Clearly define it to one sentence or phrase.
- Share your idea.
So, what’s your brand’s idea, and how can you lead with it more?
