Your “Why” is the core of a strong business brand

business brand

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When many people think of branding, what comes to mind is a company’s logo and perhaps their tagline.  That’s certainly part of it, but it’s not the whole picture, by any means.

Your brand encompasses the values that define you, your unique story, your personality, and many other factors. In fact, the way that others perceive your brand is influenced by everything you do!

Understanding this is key, whether you’re a one-person operation or the head of a large organization. To learn why it’s so important, watch this TED Talk by Simon Sinek. I’m usually not a fan of videos, because I can read so much more quickly than it takes them to make their point, but this is definitely a good one.

Your “why” is yours alone, and no one else has the exact same one. More importantly, there’s no right or wrong “why.”

In order to define your brand, you need to know what drives you. Once you do, every decision becomes easier!

I highly recommend trying out The WHY Generator, a free five-minute assessment to help you analyze your core motivation and driving force. Opt-in is required, but if you’d rather not share your email address, here are a few things you can reflect on instead.

  1. If money and time were of no concern, what would you do with your days?
  2. Looking back at the past year, what events or accomplishments made your heart light up?
  3. If you lost everything tomorrow, what would you miss the most?
  4. If you could trade lives with anyone, who would it be and why?

As you consider your answers to the above questions, think about how they align to what you do in your business, and how that ties into your brand.

Once you’re clear on your brand, you’ll want to shout it out to the world!

Image of woman lighting stars © Sergey Nivens / DepositphotosPeacock photo by pixel2013 / Pixabay.

Janet Barclay

I'm a Website Design and Care Specialist who loves helping others succeed by sharing the knowledge and insight I’ve gained through marketing my own business for over 15 years. When I’m away from my desk, I enjoy reading, photography, watching movies, and cooking.


  1. Linda Samuels on May 7, 2018 at 8:59 am

    Those are amazing questions with no quick answers. Thank you for adding the Sinek video. I haven’t looked at it yet, but I will check it out. A while back I read his book, “Leaders Eat Last,” and loved it. I like what you said about your brand extending beyond your logo or tagline but encompasses so much more…especially your unique self.

    • Janet on May 7, 2018 at 12:24 pm

      You’re right – no quick answers here! Even if you’ve thought about any of those things before, it’s entirely possible that your outlook has changed since then.

  2. Seana Turner on May 7, 2018 at 10:15 am

    I think about my “why” quite a bit. It has changed a bit over the years, and as I’ve grown my business. I think knowing your “why” is critical… it is all about your priorities. As I teach my clients, priorities help us make wise decisions. Without a clear “why,” it is very difficult to decide what to keep, where to spend your time, how to invest your money, etc. This definitely applies to any job, but especially to entrepreneurs. Our resources are limited, so we need to stay true to our purpose, which ultimately defines our brand. Great post, Janet!

    • Janet on May 7, 2018 at 12:25 pm

      Thank you, Seana! I think most of us go through periods where we seem to fall out of love with our business, and often it’s because we lose sight of our “why” and start taking on tasks that don’t excite us.

  3. Sabrina Quairoli on May 7, 2018 at 10:48 am

    I am a fan of Simon Sinek TED Talks. Thanks for sharing.

    While corporations may take a lot longer to change their ‘why’, small business owners have an advantage in making the change much more quickly because they are usually the lone wolf. The trick is making sure the ‘why’ is clear enough to see the steps that would come next in showing the ‘why’ to the customer.

    • Janet on May 7, 2018 at 12:27 pm

      Great points, Sabrina! Just because someone understands their why doesn’t mean they can convey it easily to others.

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