Brand Building: Your Why
What is your ‘why’?
People want to do business with other people who share their beliefs and their values, so establishing the reasons behind why you are passionate about what you do is crucial.
This could be linked to your brand story. Perhaps a personal experience has shaped you and has made you very passionate about what you do?
The important thing to remember is your 'Why' is going to be the big thing that makes you stand out. It has to be distinctive, memorable and allow people to connect with you and understand your passion for what you do.
Have conviction in your 'Why'.
It may not resonate with everyone, but that's ok, as we only want to work with those who feel a connection to. Who we are able to impact and change their lives in a positive way.
What are the reasons you are passionate about your business?
What are the reasons you are prepared to work late into the night? When you think about the day ahead, why are you excited and looking forward to what lies ahead of you? Is could be who you are working with, the type of work you are doing or how it makes you feel to do what you do.
What can you provide that others cant?
Can you offer a unique insight into the business? Maybe this has come from experience of working with, or for someone your target market admires? Do you provide an exclusive service that your rivals don't or can't offer?
What do you want to be known for?
What separates you from your competition? What do others say about you when recommending your services? How do you want to impact the lives of your target market? If you were asked to give a talk at a conference, what would it be about?
Why do you want to help?
Are there more emotive reasons? Is this something that has been burning inside you for a longtime? As well as being able to offer something unique, the reason why you want to do it can be unique too.
How can you relate to your target audience?
Have you been there? Were you in a similar situation and were struggling for inspiration or guidance? What do you have in common? Being able to relate with your Target Audience through empathy (because you've been there) and being able to offer guidance with authority (because you have moved on to better things) is very compelling and powerful.
What is the impact that you’re trying to make?
From a more philosophical point of view, what is the bigger picture for you? Are you trying to change lives? What do you want your legacy to be? It's always very attractive to be part of something bigger than yourself and if your audience can help with that, let them know so they can help.
What is your 'Why?' - Worksheets.
To help you clarify your 'Why' I have created some helpful worksheets to make the whole process much easier. Please click on the link below to get them.