As a marketing manager, brand manager or C-suite executive you know how important it is to have a strong brand message. A compelling message can help you stand out in a crowded market and connect with customers on a deeper level. But creating such a message isn’t always easy. It can be difficult to know where to start, and what elements to include. That’s where Simon Sinek’s Golden Circle comes in.
The Golden Circle is a simple yet powerful framework that can help you create a brand message that truly resonates with your target audience. The framework consists of three key elements: Why, How, and What. The Why represents the company’s purpose or belief, the reason why the company exists. This is often referred to as a mission statement. For example, Patagonia’s Why is “to build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
The How represents the company’s unique value proposition or the specific way it achieves its purpose. This is often referred to as a vision statement. For example, Patagonia’s How is “Design, source, and manufacture apparel for the silent sports: climbing, surfing, skiing and snowboarding, fly fishing, and trail running.”
Finally, the What represents the company’s products or services. In Patagonia’s case the What is “Apparel, gear and accessories for climbing, surfing, skiing and snowboarding, fly fishing, and trail running.”
By starting with the Why and working backwards, companies can create a message that truly resonates with their target audience. They can connect with customers on a deeper level and inspire them to take action. And this is where the Golden Circle is different from traditional approach; it is not about what you do or the products/services you sell, it’s about why you do it.
Have you ever stopped to think about why you buy certain products or services? It’s probably because you share a belief or a value with that brand. For example, you may choose to buy organic produce because you believe in reducing your carbon footprint and supporting sustainable farming practices. Or, you may choose to buy a certain brand of car because you identify with the values of adventure and freedom that that brand represents. When you can tap into that emotional connection with your customers, you’ll be able to create a powerful and compelling brand message that truly resonates with them.
Simon Sinek’s Golden Circle is not only a powerful framework for creating a brand message, it also helps in aligning the company’s mission and vision statements. Many companies have a mission statement but fail to align it with their vision and messaging, the Golden Circle framework provides the guideline to do so.
One great example of a brand that has successfully used the Golden Circle methodology is Apple. The company’s Why is “to think differently and challenge the status quo”. Its How is “to design and develop innovative products that change the way people live and work.” And its What is “consumer electronics, computer software, and online services.” By starting with the Why and working backwards, Apple has been able to create a message that truly resonates with its target audience and inspire them to take action.
So, how can you apply Simon Sinek’s Golden Circle to your own brand? Here are a few tips to get you started:
- Start with your Why: Take some time to think about the purpose or belief behind your brand. Why do you exist? What are you trying to achieve? This should be the foundation of your brand message.
- Identify your How: Once you’ve identified your Why, think about the unique value proposition that sets your brand apart. How do you achieve your purpose? What makes your brand special?
- Communicate your What: Finally, communicate what your brand does in a way that is consistent with your Why and How.
- Test your message: Create a message for a small group of customers,friends or family member, and see if it resonates with them. Pay attention to their feedback, and make adjustments as necessary.
- Align your messaging: make sure that your messaging is aligned with your mission, vision and overall company strategy.
Keep in mind that creating a brand message is an ongoing process. As your company evolves, so should your message. By using Simon Sinek’s Golden Circle as a framework, you’ll be able to create a message that truly resonates with your target audience and connect with them on a deeper level.
In conclusion, I hope this article has helped you understand the power of Simon Sinek’s Golden Circle and how it can be used to create a powerful and compelling brand message. It’s a simple yet effective framework that can help you align your mission, vision and messaging for maximum impact and influence. Remember, success is not just about what you do, it’s about why you do it.
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- “Start with Why” by Simon Sinek: https://www.startwithwhy.com/
- Simon Sinek’s TED Talk: “How Great Leaders Inspire Action” https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
- Patagonia’s mission statement and story https://www.patagonia.com/our-mission.html
- Apple’s mission statement https://www.apple.com/about/mission-statement/