Should Your Brand Include Your Why?

January 29, 2016 9:26 am


Should Your Brand Include Your Why?

your whyKnowing your why is an important first step in figuring out how to achieve the goals that excite you…only when you know your why will you find the courage to take the risks needed to get ahead, stay motivated when the chips are down…”

Those inspiring words from best selling author Margie Warrell, introduced me to the concept of knowing your why. As German philosopher Frederick Nietzsche once said, ‘He who has a why can endure any how.’

The rationale behind the concept of knowing your why is both familiar and comfortable. From the perspective of strategic planning, knowing your why serves much the same purpose as a mission statement. Typically, this element of a strategic plan communicates the purpose of the organization. In practice, this helps focus energy, actions, behaviors and decisions towards the things that are most important.

A thoughtful, well-prepared mission statement can be a very powerful internal tool for rallying and motivating employees.

But what about those of us who own and operate an organization of one? Can a mission statement in the form of knowing your why play a role in our external communications, which are primarily marketing-related?

Marketing And Knowing Your Why

Certainly knowing your way can play a critical role in continuing to undertake and effectively complete those many actions necessary to generate more new business.

But what about our marketing communications, specifically branding?

Our personal brands define who we are as individuals and as professionals. Our brands also help us stand out from the crowd, distinguishing us from all others.

It seems to me that by including your why in your brand statement can enhance and support those elements that differentiate you from the competition.

For example, let’s consider my email signature line as a brief version of my brand statement. That statement is: Best-Selling Writer ~ Experienced Marketing Consultant & Coach ~ Helping Professionals Generate More New Business

Assuming that my why is about making a difference, the email signature could be revised to read something like: Best-Selling Writer ~ Experienced Marketing Consultant & Coach ~ Committed To Making A Difference For Professionals, Helping Them Generate More New Business

I’m not sure which version I like better. Your thoughts?

But what about you? What is your why? How might your brand statement be revised to include your why?

Once again, your thoughts?

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