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Branding basics: find your why

By September 1, 2020September 2nd, 2020No Comments

Simon Sinek’s philosophy that “people don’t buy what you do, they buy why you do it” is one of the guiding principles the Clarity Quest team uses to help clients define their brand

Even in the B2B world, product benefits and features simply don’t resonate with buyers the way passion does. 

During customized storytelling workshops, we help healthcare technology and biotech companies find clarity and verbalize why they do what they do. 

We’ve even successfully adapted our workshop model for the new business as usual virtual environment. 

The Golden Circle™

We start by bringing together a diverse group of stakeholders to answer the three questions that comprise Sinek’s concept of The Golden Circle. 

While the questions may seem simple, they are often difficult for people, even a company’s founder, to articulate.

  1. What? What products or services do you offer? 
  2. How? How do the products and services you offer set you apart from the competition?
  3. Why? Why are you doing what you do? [Hint: This is the reason you exist beyond making money.]

Bringing together a cross-section of people from various departments for an interactive storytelling workshop enables us to uncover themes that may not necessarily be visible in a person’s day-to-day. 

Knowing your why centers your company narrative and provides a touchstone for your brand. 

It breathes life and purpose into your every day and gives employees and customers a greater idea to rally around. 

Effective why statements

Clarity Quest’s why is to inspire people to reimagine and embrace marketing, so they can create an unparalleled success story. 

When our team embarks on new projects, this statement affirms what we’re working toward with our clients. 

Need help articulating your why? We can help

Melanie Hilliard

Author Melanie Hilliard

Melanie is an Account Director and Content Lead at Clarity Quest. Nothing makes her heart sing more than fantastic marketing. To learn more about Melanie's experiences and qualifications, visit our leadership team page.

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