In a world where everyone is striving to stand out, a crystal clear and compelling brand purpose is what sets you apart from the rest. But how do you make sure your brand purpose makes sense to your audience and inspires them to act? Simon Sinek’s “Start with Why” presents the Golden Circle framework, which offers a compelling way to define and communicate your brand purpose. In this discussion, we’ll explore how you can use the Golden Circle model to create a purpose statement that not only inspires action but also builds a long-lasting relationship with your audience. This aligns with our purpose at Rudder4Life; we encourage individuals to adopt inclusivity, purpose-driven thinking, and personal growth, ultimately contributing to a more equitable and empowered society. So, buckle up and let’s reveal the world of brand purpose!
Sinek’s Golden Circle model is a dynamic and powerful tool, consisting of three concentric circles: Why, How, and What. This model suggests that successful brands start with a clear sense of purpose, their ‘Why ‘, before moving on to the ‘How’ and ‘What ‘. By starting with the ‘Why ‘, you can create a brand that is not only authentic and differentiated but also inspiring. So, how do you use the Golden Circle to create your brand purpose statement? Here’s the process:
- Identify your Why: It is the core belief or purpose that drives you and your brand. It is the reason you do what you do, beyond making money. To identify your “Why,” ask yourself questions like:
- What motivates you to get up every day and do what you do?
- What is the driving force behind your actions and decisions?
- What do you stand for and believe in?
- Define your How: It is the unique approach or process that sets you apart from others. It is the way you bring your “Why” to life. To define your “How,” ask yourself questions like:
- How do you bring your purpose to life?
- What makes your approach unique or innovative?
- What are the values or strengths that define how you work?
- Articulate your What: It is the actual products or services that you offer. It is what you do to fulfil your purpose and execute your unique approach. To articulate your “What,” ask yourself questions like:
- What do you offer to your customers or clients?
- What value do you provide through your products or services?
- How do your offerings relate to your purpose and approach?
By first establishing a clear sense of purpose, you can then develop a unique approach and offer products or services that align with your core beliefs. This approach is in contrast to many individuals and organisations that focus on the “What” first and then try to develop a purpose or unique approach afterwards Here are some examples of successful brand purpose statements using the Golden Circle:
- Tesla (Elon Musk):
- Why: To accelerate the world’s transition to sustainable energy.
- How: By designing and manufacturing electric vehicles and renewable energy products.
- What: We create sustainable, efficient, and accessible electric vehicles, solar panels, and energy storage solutions.
- Apple (Steve Jobs):
- Why: To challenge the status quo and think differently.
- How: By creating beautifully designed, easy-to-use, and innovative products.
- What: We design and develop user-friendly, powerful, and innovative computers, phones, and other devices.
- Patagonia (Yvon Chouinard):
- Why: To save our home planet.
- How: By using business as a force for good and promoting environmental activism.
- What: We create high-quality outdoor clothing and gear that is sustainably sourced and manufactured.
Starting with a clear sense of purpose, individuals and organisations create a sense of belonging, inspire loyalty, and differentiate themselves in the market. This simple yet powerful idea has the potential to transform lives and businesses.The benefits of adopting the Golden Circle model approach:
- Clarity: The Golden Circle model helps clarify brand purpose and align actions with core beliefs. For instance, Apple’s brand purpose is to challenge the status quo and think differently. This purpose drives everything they do, from creating innovative products to delivering exceptional customer service.
- Differentiation: Starting with “Why” can differentiate from competitors and create a unique brand identity. For example, Tesla’s brand purpose is to accelerate the world’s transition to sustainable energy. By focusing on this purpose, Tesla has created a unique brand identity that sets it apart from other car manufacturers.
- Inspiration: A clear and inspiring brand purpose can motivate and inspire the audience to act. For instance, Nike’s brand purpose is to inspire and empower athletes around the world. This purpose has driven the company to create inspiring marketing campaigns that motivate people to get out and exercise.
- Loyalty: Aligning the brand with a noble cause can build loyalty and trust with the audience. For example, Patagonia actively takes steps to reduce its carbon footprint and works to protect the planet through a range of initiatives, such as donating 1% of its sales to environmental causes. By doing so, Patagonia has developed a devoted following of customers who believe in the brand’s mission and are committed to supporting a company that aligns with their values.
In conclusion, the Golden Circle model is a compelling tool that can help you create a brand that not only stands out from the competition but also resonates with your audience on a deeper level. By starting with your “Why,” you can built a brand purpose statement that inspires action and promotes enduring loyalty. Whether you are an individual looking to build your personal brand or a business seeking to differentiate yourself in a crowded marketplace, the Golden Circle model can help you create a brand that is authentic, differentiated, and truly inspiring. As said by Friedrich Nietzsche, “He who has a why to live for can bear almost any how”. So why wait? Start applying Simon Sinek’s Golden Circle model to your brand today and unleash your full potential!