Brand Why represents the core purpose and belief system of a brand. It’s the emotional driver behind everything the brand does and serves as the foundation for its existence. It answers the question, "Why does this brand exist beyond making a profit?" and focuses on the deeper value the brand offers to its customers and the world.
Brand Why: Why It Is Important
The brand Why is essential because it establishes a brand’s sense of purpose and creates an emotional connection with the audience. Consumers are more likely to support brands that share their values and beliefs. A clear brand Why differentiates a company from competitors who may offer similar products but lack the same emotional resonance.
How Your Brand Why Can Contribute to a Clearer Brand Strategy, Better Brand Recognition and Higher Customer Loyalty
A strong brand Why ensures consistency in a brand’s messaging and actions, which leads to better brand recognition. When consumers understand why a brand exists and align with its purpose, they are more likely to become loyal advocates. Over time, this emotional connection fosters deeper customer loyalty, as people tend to stay committed to brands that reflect their own values.
Brand Why: What Is Its Function?
The brand Why acts as the guiding principle for all of a brand’s decisions and actions. It shapes the brand’s narrative, influences marketing and product development, and drives the overall brand strategy. The Why serves as a North Star for the brand, ensuring that everything it does is aligned with its core beliefs.
Brand Why: A Real-World Scenario
IKEA's brand Why—"To create a better everyday life for the many people"—is an excellent example. This purpose goes beyond selling furniture and home accessories; it reflects IKEA’s belief in making quality, functional design accessible to everyone. This why is at the heart of all its products and marketing efforts, helping IKEA create a strong emotional connection with its customers.
How to Define Your Brand Why
To define your brand Why, reflect on the core purpose that drives your brand. Ask yourself why your brand exists and what deeper value it offers beyond its products or services. Write a statement that clearly articulates the emotional connection your brand aims to create with its audience.
Brand Why: Best Practice
A best practice is to ensure that your brand Why is simple and authentic. Brands like Apple, with its Why of “challenging the status quo,” or Patagonia, with its commitment to environmental protection, clearly communicate their purpose in a way that connects naturally with their audience. Keep your Why concise but impactful.
Brand Why: What to Avoid
Avoid creating a brand Why that is solely profit-driven or product-focused. A Why that revolves around making money or selling products lacks emotional depth and may fail to engage consumers. For instance, brands that base their purpose on short-term trends or market opportunities risk appearing superficial and losing consumer trust in the long run.
When to Define the Brand Why in the Branding Process
To ensure perfect alignment, the Brand Why must be defined before the Brand How, and after the Brand Analysis.
