I’ve discovered an interesting topic which involves branding at a level that, I believe, a majority of businesses do not consider. This discovery is not necessarily something new, yet some of you may already know the person responsible for proselytizing this topic.

I’m reading the book “Start with Why” by Simon Sinek. In it he discusses the model he calls “The Golden Circle.”

Simon Sinek during his discussion at the 2009 TEDxPugetSound Conference.

In the image above, you’ll see he has created a “target” diagram with “What” in the outermost ring, “How” in the middle ring and “Why” in the center. This diagram represents the levels of how a business approaches marketing themselves as well as the way they communicate and conduct their company. “What” is every company knows what they do. Some, not all, know “How” they do it – whether they call it their differentiating value proposition, their proprietary process or unique selling proposition. But very few businesses know “Why” they do what they do.

“Why” is not to make money or make a profit – that’s a result. It’s always a result.

“Why” is “What’s your purpose, cause or belief? Why does your business exist? Why do you get out of bed in the morning? Why should anyone care?”

How many entrepreneurs, CEOs, Executive VPs, Mid-Level Managers or employees have real answers to questions like these that provide purpose to everything that they do day-to-day?

Mr. Sinek goes on to explain that the vast majority of businesses communicate from the outside inward — “From the clearest thing to the fuzziest thing.” Yet the inspiring leaders and businesses communicate from the inside outward. From the fuzziest to the clearest. The exact opposite.

I like his example of Apple versus all other computer companies. He goes on to explain that if Apple communicated like everyone else, they would sound like everyone else in the following manner:
“We make great computers (the What). They’re beautifully designed, simple to use and user-friendly (the How). Want to buy one?” Maybe. Maybe not.

That’s how most businesses communicate. That’s how most marketing and sales are done and how most of us communicate interpersonally. We explain what we do and how we do it better or differently. When you meet people, whether socially or through business networking, how many times have you been asked, “So, what do you do?” All of us have been guilty of simply describing what we do and how we do it. But, we rarely explain why we do what we do in any kind of inspiring manner.

Apple communicates from an inspiring or “Why” point of view:
“In everything we do we believe in challenging the status quo. We believe in thinking differently (the Why). How we challenge the status quo is we make our products beautifully designed, simple to use and user-friendly (the How). We just happen to make great computers (the What). Want to buy one?”

What that does is communicate from an entirely different perspective and tap into that which we’re likely to believe in and want to follow. This proves that “people don’t buy what you do, they buy why you do it.”

Structurally, Apple is practically just a computer company. But, unlike other computer companies, they make us comfortable with buying products other than computers from them as well – an MP3 player, a phone, a tablet or a DVR. Their competitors are all equally qualified to make the same products. But, with other competitors, the question comes to mind, “Why would you buy an MP3 player from Dell, Hewlitt Packard or Gateway? They’re a computer company.” When we look at Apple, we don’t think that way.

He continues with other good examples of those that thought through the filter of “Why”: Martin Luther King, Jr. and the Wright Brothers.

The goal is not to do business with those who need what you have, but to do business with those who believe in what you believe.

Mr. Sinek continues to explain that all of this is not opinion, but based in biology. If you were to look down at the top of a cross section of the brain, the Golden Circle diagram correlates with the structure of the human brain. The different layers/sections coincide with our understanding and decision-making/feelings areas of the brain. When we appeal to the center of the brain — the decison-making area — we appeal to the sense of purpose (the Why) and we find that those that agree with our purpose, we find those willing to follow.

I don’t want to plagiarize the rest of Mr. Sinek’s work for the rest of this blog, so here is a good video summary of what he explains of which you’ll note how I have referred to his material and learn more yourself. It’s a great topic and worth the viewing.

For me this is an important point to resurrect as, I believe, we don’t consider the “Why” in our business endeavors enough other than to focus on the results of what we do in our business.

When we conduct our business as well as ourselves from this perspective, then we operate from a place of authenticity and purpose, then our brand accurately represents who we are as well as our business. From there we gain the trust and loyalty of those around us which transitions into loyal followers – and believers in what we believe.

Often, businesses want a brand that will simply help them sell what they have – they come from a place of “What” rather than “Why” – and their brand is not authentic to who they really are. People will see through that once they experience that business. They will see that you aren’t living up to your brand promise – and move on without looking back.

Here at BrandExtract, I come to the office everyday with the thought, “Who do I get to help today?” Sounds corny, doesn’t it?

What that does for me, each day, is remind me that when we help those who seek our help and help them grow, they, in turn, help us continue to conduct our business and grow — through their trust in us. This cascades to all of us maintaining our work, our quality of life and ultimately a better life overall — and for the right purpose. If more of us approached business and communicating in this manner – from a position of “Why” – doesn’t that coalesce into a better world?

Branding can do that.

And so can you.