{"id":4251204,"date":"2020-07-19T13:05:03","date_gmt":"2020-07-19T11:05:03","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/how-to-unlock-communicate-the-why-of-your-brand\/"},"modified":"2020-07-19T13:05:03","modified_gmt":"2020-07-19T11:05:03","slug":"how-to-unlock-communicate-the-why-of-your-brand","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-uki\/insight\/how-to-unlock-communicate-the-why-of-your-brand\/","title":{"rendered":"How to unlock & communicate the \u2018why\u2019 of your brand"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/a>\n\t\tHow to unlock & communicate the \u2018why\u2019 of your brand\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tLizzie Powell\t\t
\n\t\tVP of Growth, Experience and Engineering\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t19 July 2020\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\t\t\n\n\t\tWhen you woke up this morning and took a hot shower, brushed your teeth, poured a fresh coffee, checked the news on your mobile, and drove to work, did you, at any point, pause to think about the brands behind these daily interactions? The answer for many of you is probably \u2018no\u2019 \u2013 or \u2018hardly ever at all\u2019. Yet, how astonishing is it that the brands supporting our everyday lives are chosen for our own individual and personal reasons. Not by chance, not by force, but by choice.\t<\/h2>\n\n\n\t\tThere are hundreds of highly-rated brands of coffee, so why did you pick the one you drank this morning and, importantly, why do you continue to buy it? The motivational reasons behind consumer choice may seem like a paradox with theories and facts colliding, but it all boils down to one thing. Trust. Trust in its quality. Trust that it will deliver. Trust that it is right for you, personally.\u00a0\t<\/p>\n\n\n\t\tIn a\u00a02019 consumer research study<\/a>, surveying 16,000 consumers across 8 global markets, 81% of respondents said that trusting a brand to \u201cdo what is right\u201d is a deciding factor in a purchase decision. And, if consumers trust a brand, they also exhibit behaviours that demonstrate loyalty; three-quarters of the respondents said: \u201cthey will continue to buy a brand they trust, even if another brand suddenly becomes hot and trendy<\/em>.\u201d They\u2019ll also advocate on the brand\u2019s behalf, with 76% saying they always recommend the brand if someone asks.\t<\/p>\n\n\n\t\tResearch into the field of decision-making is expansive; tapping into the chemistry of the human brain and uncovering strategies to release endorphins when shopping. The book \u2018Start With Why\u2019 by Simon Sinek explores the concept of the \u2018Golden Circle\u2019; an ability to focus on the \u2018why\u2019 of the business rather than the \u2018what\u2019, with the \u2018how\u2019 being the gel that brings it together. In short, communicating \u2018why<\/strong>\u2019 you are in business, not directly \u2018what<\/strong>\u2019 you are offering or \u2018how<\/strong>\u2019 you do it.\t<\/p>\n\n\n\t\tSome of the world\u2019s most inspiring brands (think Nike and Apple), have adopted this concept to build followers and establish themselves as a brand. It\u2019s never been easier to start a company, but because of this, it\u2019s also never been harder to build a brand. A brand won\u2019t wash away easily when the tide comes in because it\u2019s anchored by meaning. How does your business approach rank on the trust barometer? If you\u2019re not sure if you\u2019re leading with a brand or a transactional message, answer these 5 questions to help evaluate your positioning.\u00a0\t<\/p>\n\n\n\t\tHow does your business communicate with customers?\t<\/h2>\n\n\n\t\ta) Using a direct, product-centric tone of voice.\u00a0\t<\/p>\n\n\n\t\tb) By focusing on our core values and creating conversation.\t<\/p>\n\n\n\t\tWhat sales tactics does your business use the most?\t<\/h2>\n\n\n\t\ta) Flash sales, 2-4-1 offers and lowest- price guarantees; utilising the fast release of products with marketing strategies to encourage a high volume of sales.\t<\/p>\n\n\n\t\tb) Building a relationship with customers and creating rapport with target markets. Inviting people to browse products with no pressure to buy.\u00a0
\t<\/p>\n\n\n\t\tWhich of these businesses have a similar marketing strategy to yours?\t<\/h2>\n\n\n\t\ta) Boohoo, Love Holiday, PC World\u00a0\t<\/p>\n\n\n\t\tb) Huel, Nespresso, Rapha\u00a0
\t<\/p>\n\n\n\t\tHow loyal are your customers?\t<\/h2>\n\n\n\t\ta) Shoppers will jump around trying to find the best bargain before making a purchase.\u00a0\t<\/p>\n\n\n\t\tb) Customers follow our updates through the news and our social channels, they\u2019re part of our community and await new releases.\u00a0\t<\/p>\n\n\n\t\t5.Why is data important?\t<\/h2>\n\n\n\t\ta) It helps us boost transactions; showcasing product specs and incentivising customers during the purchasing journey with add-ons and facilitating dynamic price reductions.\u00a0\t<\/p>\n\n\n\t\tb) Data helps us better connect with our customers by understanding their feelings, habits, values and desires.\u00a0\t<\/p>\n\n\n\t\tAre you a why or a what?\t<\/h2>\n\n\n\t\tIf you\u2019ve answered B to the majority of the questions, you\u2019re clearly focused on establishing your business as a brand. You\u2019ve defined your mission statement in a way that resonates with consumers by focusing on the \u2018why\u2019 behind what your brand is aiming to achieve, which may stem from why your business was set up in the first place, or why it is different from the market you go up against.\u00a0\t<\/p>\n\n\n\t\tIf you have a mixed scorecard or found your business didn\u2019t exactly fall into one answer or the other, you\u2019re most likely operating as a brand but haven\u2019t fully fine-tuned your value proposition. Most businesses will fall into this middle-layer and feel most comfortable triggering the \u2018how\u2019, explaining how they do what they do. This may relate to manufacturing, your culture, or your teams. In many ways, the\u00a0how<\/strong>\u00a0combines\u00a0what<\/strong>\u00a0you do with\u00a0why\u00a0<\/strong>you do it.\u00a0\t<\/p>\n\n\n\t\tIf A was your primary choice throughout, you\u2019re focused on positioning yourself as a \u2018transactional\u2019 company rather than a brand. You take a sales-heavy approach to marketing by linking all of your announcements to your product, its specifications and price. There is no right or wrong approach; companies that only have transactional relationships can still be highly successful, but they often have to work much harder to secure consumer loyalty in a crowded marketplace. They will also find it harder to weather storms, such as the recent disruption caused by the Covid-19 crisis.\u00a0\u00a0\t<\/p>\n\n\n\t\tTo demonstrate the above concepts, here\u2019s an example of how a bed retailer could take three different approaches to advertising a new range of mattresses:\t<\/p>\n\n