Why does your company exist?
In his now-famous TEDTalk, Simon Sinek says, “People don’t buy what you do (make or build), they buy why you do it.” Do you know why you do what you do? Why are you running your particular business? The answers to these questions become the foundation of your marketing message, and every other activity your company engages in.
In our last blog, we looked at how to better understand your target market. We unpacked four pillars for identifying your ideal customer: demographics, geographics, psychographics, and behavioristic traits. Now, take that understanding of who your market is and let’s discover the best way to tell them who you are.
The ethos of a company can be demonstrated in several ways; their attention to the quality of their products and services, their community involvement or how they treat customers and staff. You can communicate who you are, and what your business stands for, through marketing, sales, or even customer service and HR policies.
Think about Coca-Cola. For nearly a century, Coke has been operating one of the most successful marketing campaigns of all time, forging multi-generational connections with customers by consistently aligning themselves with the idea of fun and friendship. Coca-Cola is in the business of making money, but they draw customers in by associating their product with what people want in their lives. Whether it’s the ‘Share a Coke’ campaign, or the rosy-cheeked Santa Claus at Christmas time, everything they do is filtered through the lens of joy and fun.
What’s the truth about your company and how is your marketing showing your customers what they can consistently expect from you?
The best marketing approach is about subtly demonstrating through words, images and actions why your company exists and giving the customer the chance to identify with your why so that they form a visceral connection to your products or services.
“The purposes of a person’s heart are deep waters, but one who has insight draws them out.”
Whatever the marketing delivery mechanism, you’ll need a simple, succinct value proposition statement that contains your company’s why to guide you.
Here’s a little exercise. In 3 sentences or less, write down why your company exists.
Now, write it in 1 sentence.
So, how well are you communicating your why? Are there ways that your marketing message, policies and practices could be better aligned with your company’s why?