, , , 0 comments , ,

The 5 Why’s Technique to Help Reveal your Brand’s “Why”

Read Time: 9 Minutes

Introduction

Hey, fellow small business owners! Sometimes we can become so focused on the “what” and “how” of our businesses that we forget the “why” behind our decisions. But that “why” is essential to our brand’s drive, as conviction drives everything we do. This conviction helps us create a brand story that emotionally connects with both our team and customers, setting us apart from the competition and building a sense of community. Keep reading to learn how to discover your brand’s “why.

THIS BLOG WILL HELP YOU CRAFT YOUR BRAND’S WHY

This blog will help you craft your brand’s “why” to fuel the business drive to succeed in every pursuit and lay the foundation for your organization to thrive. With a well-defined purpose, your brand will be able to establish its unwavering beliefs and lay the groundwork for all your company’s efforts because everything you do will come back to why you do it in the first place.

What is a Brand’s Why?

Have you ever wondered why some brands seem to capture our hearts and loyalty effortlessly? It’s because they have a clear conviction, a reason for existing that connects with us on a deeper level. We don’t just care about what they sell or how they make it; we care about why they do it. That’s what drives our passion for their products. Successful brands always start with their “why.” As Simon Sinek wisely said,
People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.” So, find your brand’s “why” and watch your customers embrace it wholeheartedly.

Why is finding your “Brands Why” so Crucial for your Business?

Your reason for why you do what you do is the overarching purpose that drives your work. It serves as the underlying foundation upon which your efforts are built. Your why is a more aspirational and general concept that directs you toward where you need to be.

 

Clearly articulating your why or purpose clearly is crucial for two reasons. Firstly, it grounds you by providing a solid foundation for your actions. Secondly, it inspires you by serving as a guiding light that connects you to your vision and aspirations.

 

When you identify you’re why in business, several benefits arise:

  1. You can connect with the overarching vision for yourself and your work.
  2. This clarity enables you to communicate your vision more effectively to audiences.
  3. You can maintain focus on your mission even amidst uncertainty, as you know exactly what you are aiming for.
  4. Staying motivated and committed to your work becomes easier when a clear sense of purpose guides you.

Your Why defines your Brands Conviction

Your why is an essential component that drives your aspiration to excel in all endeavors and provides the foundation for your organization to prosper. It imbues the team with unwavering determination to succeed, and that fortitude propels forward the enterprise’s endeavors. By doing so, it allows your brand to expand upon its resolve to delineate “what” it will undertake and “how” it plans to execute its strategies.
 

Moreover, your why enables you to overcome any obstacle and keep the company’s purpose front and center. Your purpose signifies the raison d’être of your organization – to deliver personalized solutions that address your customers’ needs and empower them towards a better future. Additionally, the vision statement highlights the aspirations for the company’s future in 5-10 years, while the mission statement outlines the plan to achieve that vision.
Furthermore, your core values articulate your company’s beliefs and ensure that all actions- whether pivotal or trivial- align with the brand’s values. The seamless integration of your why, purpose, vision, mission, and core values into your organizational strategy is instrumental in driving your enterprise towards success over the long haul.

 
Every organisation knows ‘what’ they do. Some know ‘how’ they do it. But very few organisations know ‘why’ they do it. What’s your purpose? Your cause, your belief? Inspired, successful organisations all act and communicate from the inside out. Most other organisations start from the outside and work inwards.” – Simon Sinek

Some “Why” statement Examples

The subsequent examples demonstrate the conviction of Brand WHY.

  • Apple Computers:  “Everything we do, we believe in challenging the status quo.”
  • Microsoft: “To empower every person and every organization on the planet to achieve more”.
  • Google: “To organize the world’s information and make it universally accessible and useful”
  • Billy Adam James (My Why): “To help others to help themselves”
    • Facilitating self-reliance in others.

Finding your Why

There are several methods to uncover the underlying purpose of your business, but an exceptional strategy in this pursuit is the Golden Circle Theory introduced by Simon Sinek. This approach effectively demonstrates the authenticity of your brand by enabling a reverse analysis, starting from the “what” aspect, that is, your product or service, to the “how” aspect, which entails the process of delivering your offerings to your target audience, leading ultimately to the core belief system that powers your brand’s rationale and objectives.

To start figuring out your brand’s purpose, you first need to grasp the theory and logic behind it so that you can implement it with your brand.
 
The Golden Circle Theory

The Golden Circle Theory

What is Simon Sinek’s Golden Circle?

Sinek devised the Golden Circle as a means of elucidating why certain individuals and entities have a remarkable ability to inspire others and differentiate themselves. The neuroscience that supports this theory implies that people are most receptive to messages that resonate with the areas of their brain responsible for emotions, behavior, and decision-making.

Essentially, as human beings, we possess an innate emotional disposition that strongly influences the choices we make. Creating a “why” statement can facilitate the creation of a brand story that resonates emotionally with both team members and customers, setting it apart from competitors and fostering a sense of community.

To demonstrate this concept there is an 18-minute TED talk featuring Simon’s comprehensive explanation.

START WITH WHY - HOW GREAT LEADERS INSPIRE ACTION | SIMON SINEK | TEDXPUGETSOUND

Golden Circle Overview

As depicted previously, the Golden Circle encompasses the key elements of “What”, “How”, and “Why”. Moreover, this model serves as a valuable tool for brands to identify their unique sense of purpose by compartmentalizing their operations into these three sections. This approach allows for a clear understanding of the brand’s outputs, such as products or services, followed by a thorough comprehension of the processes utilized to achieve success. Ultimately, the guiding force behind a brand’s actions is rooted in their “why”; their underlying purpose for doing what they do.
 

Find your Brand’s Why with The 5 why’s Technique

Ready to figure out your brand’s why? Then, I recommend trying out the “Five Whys” (or 5 Whys) technique. It’s a simple but effective method where you ask “why” five times to really dig down and understand the root cause of a problem or issue. 

BillyAjames_Blog-Brand why-Body -Steps__2 copy

This interrogation technique will help you uncover the underlying cause-and-effect relationships behind any challenge you may be facing. Give it a try!

Step 1: Starting Point

The first step in implementing the powerful 5 Why’s technique is having a solid starting point. That’s where the Golden Circle theory comes in handy. By starting with what you know and working backward, this proven method will quickly guide you to the heart of the matter.

  • Golden Circle Starting point
    • What do you do?
    • How will you do it?
BillyAjames_Blog-Brand why-Body -Steps__1
BillyAjames_Blog-Brand why-Body -Steps__2

Step 2: The Five Why’s

Use your starting point, answer a why after another, five times to reach one of your brand’s root beliefs. Use the image as an example of how you should do it.

  • Why?
  • But Why?
  • Really? Why Though?
  • Hmmm, But Why?
  • Is that your final answer? Why Though?

 

Step 3: Try Another Starting Point

It’s imperative that you give this process a shot from multiple starting points. Every action you take is fueled by a specific purpose – even if you’re unaware of it. In other words, regardless of the endpoint, they all should be tethered to the same root cause/belief.

  • Try doing “Step 2” 3 times
BillyAjames_Blog-Brand why-Body -Steps__2 copy 2
BILLYAJAMES-STEP5-Notepad-Presentation-Mockup

Step 4: Finding the Common Denominator

Whether you know it or not, everything you do is driven by a belief. Look at the numerous 5 Why’s you’ve done and see if you can see a common pattern. Compare, get a friend to help, and use their fresh eyes to help you find something you may have missed.

 

Step 5: Craft Your Why

 Can you condense common denominators  into a concise statement – ideally composed of 1 or 2 sentences. The shorter, the better, as it indicates that you clearly understand your purpose and can communicate it effectively.

After defining your “why,” you will be able to create your mission and vision statements, shaping what this means for your business, let the power of your “why” fuel your success!
BillyAjames_Blog-Brand why-Body -Steps__2 copy 4

Key Takeaways

  • Everything you do will be based on your company’s route belief and its conviction.
  • Your Brand’s why is the base upon which everything is built upon.
  • Your Why will be the driving force that empowers employees and consumers.
  • People don’t buy what you do; they buy why you do it. – Simon Sinek
  • Trying to get to the bottom of a problem? The 5 Why’s technique is like a detective on the case, helping you uncover the root cause of virtually anything.

Summary

Have you tried the “5 Why’s” technique? It’s pretty awesome! You can discover what motivates your brand by asking yourself a series of 5 why’s. When you understand your why, you can better understand the actions you take and how they reflect your brand’s beliefs. As a small business owner, it’s important to remember the why behind your decisions. Sometimes we get so caught up in the what and how that we lose sight of the true purpose. So, take a deep breath, pull that thread, and ask yourself 5 why’s. You might be surprised at the strength of your brand’s conviction and the core beliefs it’s built on.
Billyajames-Brand-Why-

WORKS CITED/ RESOURCES

RESOURCES