Find Your Why: The Key to a Powerful Marketing Strategy
Why do customers choose one brand over another? It’s not just about the product—it’s about the purpose behind it. Inspired by Simon Sinek’s Golden Circle, this blog explores how defining your Why can revolutionize your marketing. Successful brands like Apple don’t just sell products; they sell a belief that resonates with their audience. Want to stand out in a crowded market? It starts with understanding your purpose.
At Uclick Marketing, we help NYC businesses craft marketing strategies that go beyond just selling. We align your brand with your purpose, creating a powerful connection with your audience. Let’s define your Why and turn it into marketing that inspires — contact us today!
"People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe."
This quote, issued from Simon Sinek’s 2009 TED Talk, "How Great Leaders Inspire Action.”, captures the very essence of what Marketing is about, you have the opportunity to add value to your activity, to insufflate life into it, to give it a purpose.
The Golden Circle
Simon Sinek separates a brand’s activity in 3 parts, represented as three parts of a circle. At its center, the Why: the purpose, belief, or reason an organization or individual exists beyond making money. It is at the center of the circle as it defines the brand and all the activities that it will pursue further on.
The Middle Layer
The Middle Layer is the How, the set of methods used to carry out the commercial activity: it is How you achieve your Why. How you bring your vision to life. You can find it in User Experience, User Interface (UX/UI), choice of marketing channels, means of communication, and many more examples that can be of diverse nature, as long as it lets you express your Why.
The Outer Layer
The Outer Layer is the company’s What. It refers to every output, tangible or intangible, issued by the company. It is the share of the Why that the customer will be awarded with.
Apple’s case study:
During the company’s early stages, Steve Jobs was trying to make technology available to us regular folks, at a time when it was a privilege reserved to the military and private organizations. Selling computers on the B2C market, when it was a B2B industry only, was a disruptive idea, a different one. This brings us to the company’s Why, at a time when the moto was still “Think Different".
Why (Core of the Circle)
To democratize technology by empowering individuals through innovative and accessible tools. Apple's purpose was rooted in challenging the status quo, breaking down barriers that kept technology exclusive to corporations and military organizations. They believed in making technology personal, accessible, and empowering for "regular folks."
How (Middle Layer)
Using bold, emotional marketing campaigns like "Think Different" that resonate with individuality and creativity. They blew up by cultivating a brand identity that aligns with their "Why," inspiring customers to see themselves as part of a movement, not just buyers of a product. By staying consistent with their core purpose in how they present, build, and market their offerings, Apple ensures their "Why" remains central to everything they do.
What (Outer Layer)
They sold personal computers, such as the Apple I, Apple II, and Macintosh, which were designed for individuals rather than organizations. These products were tools that brought Apple's philosophy to life, allowing users to "Think Different" and innovate on their own terms.
🚀 Let Uclick Marketing Help You Find Your Why!
Your Why is what makes your brand stand out—it’s the reason customers connect with you beyond just your products or services. At Uclick Marketing, we help NYC businesses uncover their purpose and craft marketing strategies that resonate with their audience. Ready to turn your Why into a powerful brand message? Let’s make it happen...