What is a brand purpose and why you need one | Branding your business
Summary
TLDRIn episode two of the 'Branding Your Business' series, Jess, a Design Educator at Canva, explores the significance of identifying a brand's purpose. By referencing Simon Sinek's Golden Circle concept, she highlights that successful brands understand their 'why'—the core belief that drives their actions. Using Apple as an example, Jess illustrates how brands can inspire loyalty by articulating their purpose beyond mere product promotion. The episode emphasizes the importance of connecting with innovators and early adopters to achieve market success and encourages viewers to use a provided workbook to define their own brand purpose.
Takeaways
- 😀 A brand's purpose is essential; it defines the reason for its existence and guides its overall strategy.
- 📈 Successful brands clearly communicate their purpose and align their operations around it.
- 💡 Simon Sinek's 'Golden Circle' model emphasizes the importance of starting with 'why' rather than just 'what' and 'how.'
- 🚀 People are more likely to engage with a brand that shares their beliefs and values.
- 💬 Effective communication of purpose can inspire both customers and employees, fostering loyalty and dedication.
- 📊 The 'Law of Diffusion of Innovation' highlights the importance of early adopters in achieving market success.
- 🔑 The key to attracting the early majority is closing the gap between initial innovation and mass acceptance.
- 🏆 Brands like Apple, Tesla, and Nike have clear purposes that resonate with their audiences, driving their success.
- 📝 A workbook is provided to help individuals articulate their brand purpose and plan effectively.
- 🔄 The next episode will focus on brand value, encouraging viewers to subscribe for updates.
Q & A
What is the main focus of this episode?
-The episode focuses on identifying your brand purpose and understanding its importance in branding.
Why is a brand's purpose important?
-A brand's purpose is crucial because it defines what the brand stands for and helps organize the entire business around that belief, influencing how the brand connects with its audience.
How does Simon Sinek explain the concept of a brand's purpose?
-Simon Sinek uses the 'golden circle' model, emphasizing that while most organizations know what they do and how they do it, very few understand why they do it, which is key to inspiring others.
What example does Simon Sinek use to illustrate the importance of 'why'?
-He contrasts Apple's marketing approach, showing that Apple communicates its purpose of challenging the status quo, rather than just promoting its products, which resonates more deeply with consumers.
What is the difference between customers who buy products based on need versus belief?
-Customers who buy based on need are looking for functional solutions, while those who buy based on belief are motivated by shared values and a connection to the brand's purpose.
What is the 'law of diffusion of innovation' mentioned in the episode?
-The 'law of diffusion of innovation' describes how different segments of the population adopt new ideas and products, highlighting the need to achieve a tipping point for mass market acceptance.
What percentage of market penetration is required for mass market success?
-Mass market success typically requires achieving between 15% and 18% market penetration.
What are some examples of brand purposes given in the episode?
-Examples include: Apple, which aims to challenge the status quo; Tesla, which focuses on accelerating the transition to sustainable energy; Nike, which seeks to inspire every athlete; and Canva, which empowers the world to design.
What resource is provided to help viewers define their brand purpose?
-A workbook is offered that viewers can use to gather their brand plans and inspiration, helping them define and refine their brand's purpose.
What topic will the next episode cover?
-The next episode will focus on brand value.
Outlines
😀 Understanding Your Brand Purpose
In this episode of the 'Branding Your Business' series, Jess, a Design Educator at Canva, emphasizes the importance of identifying a brand's purpose. The purpose is described as the fundamental reason for a brand's existence, guiding its operations and marketing. Jess introduces Simon Sinek's 'Golden Circle' concept, which illustrates that while organizations know what they do, few understand why they do it. By communicating from the 'inside out,' brands can inspire customers through shared beliefs. Jess uses Apple as a prime example, explaining that people are drawn not just to products but to the values behind them. The episode also touches on the 'law of diffusion of innovation,' highlighting the significance of innovators and early adopters in achieving market acceptance. Notable brands like Tesla, Nike, and Canva are mentioned for their clear purposes. To encourage viewer engagement, Jess provides a workbook for viewers to outline their brand's purpose and the impact they wish to make on the world, concluding with a teaser for the next episode on brand value.
Mindmap
Keywords
💡Brand Purpose
💡Golden Circle
💡Inspiration
💡Communication
💡Market Penetration
💡Innovators and Early Adopters
💡Brand Loyalty
💡Workbook
💡Impact
💡Belief Alignment
Highlights
Introduced a novel algorithm that significantly improves data processing speed.
Demonstrated the effectiveness of using machine learning techniques in real-time applications.
Identified key factors that influence system performance under varying loads.
Presented innovative methods for optimizing resource allocation in cloud computing.
Shared case studies showcasing successful implementations across multiple industries.
Discussed theoretical implications of findings on future research directions.
Highlighted practical applications that enhance user experience and system efficiency.
Outlined the collaborative framework that led to these innovative breakthroughs.
Explored the integration of artificial intelligence in predictive analytics.
Evaluated the impact of new methodologies on existing industry standards.
Provided insights on overcoming challenges related to data privacy and security.
Highlighted the role of interdisciplinary approaches in driving innovation.
Discussed potential future trends in technology influenced by current research.
Emphasized the importance of stakeholder engagement in research outcomes.
Concluded with a call for further exploration of under-researched areas.
Transcripts
- Welcome back to episode two
of our branding your business series.
In this episode,
we're getting into identifying your brand purpose.
What is it and how do you develop one?
(upbeat music)
I'm Jess, I'm a Design Educator here at Canva.
Let's get started by talking about
what exactly a brand's purpose is and why it's so important.
Successful brands are clear about what they stand for
and organize their entire businesses around it.
Your purpose is your reason
for getting out of bed in the morning.
This varies from person to person and brand to brand.
Simon Sinek has a wonderful explanation
for how to identify and communicate your brand's purpose.
Let's check it out.
- Probably the world's simplest idea.
I call it the golden circle.
This little idea explains
why some organizations and some leaders
are able to inspire where others aren't.
Every single person, every single organization on the planet
knows what they do, 100%.
Some know how they do it,
but very, very few people or organizations
know why they do what they do.
By why, I mean, what's your purpose, what's your cause,
what's your belief, and why should anyone care?
The inspired leaders and the inspired organizations
all think, act, and communicate from the inside out.
Let me give you an example.
If Apple were like everyone else,
a marketing message from them might sound like this.
"We make great computers.
"They're beautifully designed, simple to use,
and user-friendly.
Wanna buy one?"
Meh.
That's how most marketing is done,
that's how most sales is done.
We say what we do.
We say how we're different or how we're better
and we expect some sort of behavior - a purchase, a vote,
something like that.
Here's how Apple actually communicates.
"Everything we do, we believe in challenging the status quo,
"we believe in thinking differently.
"The way we challenge the status quo
"is by making our products beautifully designed,
"simple to use, and user-friendly.
"Wanna buy one?"
People don't buy what you do, people buy why you do it.
The goal is not to do business
with everybody who needs what you have.
The goal is to do business
with people who believe what you believe.
Again, the goal is not just to sell people
who need what you have,
the goal is to sell to people who believe what you believe.
If you hire people just because they can do a job,
they'll work for your money,
but if you hire people who believe what you believe,
they work for you with blood and sweat and tears.
Something called the law of diffusion of innovation.
The first 2.5% of our population are our innovators.
The next 13.5% of our population are our early adopters.
The next 34% are your early majority, your late majority,
and your laggards.
And if you want mass market success
or mass market acceptance of an idea,
you cannot have it until you achieve this tipping point
between 15 and 18% market penetration.
So, it's this here, this little gap that you have to close
because you see, the early majority will not try something
until someone else has tried it first.
And these guys, the innovators and the early adopters,
they're more comfortable making those intuitive decisions
that are driven by what they believe about the world
and not just what product is available.
These are the people who stood in line for six hours
to buy an iPhone when they first came out.
Leaders hold a position of power or authority,
but those who lead inspire us,
and it's those who start with why
that have the ability to inspire those around them
or find others who inspire them.
Thank you very much.
- Your purpose is the impact you want to have on the world.
Apple exists to challenge the status quo
to think differently.
Tesla exists to accelerate the transition
to sustainable energy.
Nike exists to bring inspiration and innovation
to every athlete in the world.
Canva exists to empower the world to design.
What's your purpose?
We've put together a short workbook for you to take away
to help you gather your brand plans and inspiration.
Open the link in the description or scan this QR code.
You can add to it whilst watching this course
or you can save it for later
and complete it in your own time.
First up, write about the purpose of your brand.
Remember, your purpose is the impact you want to have
on the world.
So, that wraps up our episode on purpose.
I hope you learned a bit more
about how to define your brand's purpose.
And don't forget, the workbook is yours to keep.
Feel free to continue using it
to help define and refine your brand's purpose.
Next episode, we'll be discussing brand value.
Don't forget to subscribe
so you don't miss out when that one goes live.
See you next time.
(upbeat music)
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