How the %$#& do I find my brand’s WHY in a way that actually moves the needle?
We examine the larger impact of the brand:
6. Broader Impact Assessment
How does it contribute to the community? What values or ideas does it promote? If this brand didn't exist, what would the world be missing? 01 02 03
7. Brand Alignment Exercise
We identify other brands, personalities, or movements that align with the brand's values, clarifying its role in the larger cultural context.
Extended Stakeholder Interviews
We conduct interviews with employees, partners, and loyal customers, asking them to describe the brand in terms of its emotional impact and purpose.
Brand Promise Statement Development
Using all gathered insights, we craft a brand promise statement using this template:
"We exist to [verb] [what] for [whom] so that [impact]." We create multiple versions and refine it through discussion and feedback.
Brand Promise Activation Planning
Finally, we strategize how this purpose can be implemented across all aspects of the business:
Marketing and Branding
Product Development
Customer Experience Corporate Culture Partnerships and Collaborations
Throughout this process, we continually ask "Why?" at each stage, digging deeper to uncover the true driving force behind the brand.
This approach is comprehensive and engages both analytical thinking and emotional understanding.
By the end, we aim to have a clear, compelling, and actionable purpose that honors the brand's heritage and guides its future.
This may seem overwhelming.
That’s understandable.
Each of the 10 steps gets 10x better results from a guide with 30+ years experience.
If you’d like personalized guidance on finding your WHY, let’s talk.