Ever since I finished Simon Sinek’s book Start with Why, I’ve been a firm advocate of the belief that why businesses do what they do is what creates customer loyalty and encourages customers to purchase a business’s product or service. But understanding a business’s “why” doesn’t end with its customers; that belief also carries over to a business’s employees.
In a recent article, Rebecca Horan identifies what new business owners must develop before focusing on their brand. She explains, “When you’re launching a new business, it’s tempting to go straight to the fun stuff — the logo, the colors, the mood board. But, before going down the Pinterest rabbit hole, it’s important to establish the core purpose and belief system of your brand.”
Horan’s statement falls right in line with Sinek’s belief. While she begins her process of establishing a belief system a little differently than Sinek does–she starts with a business’s “what” in the mission statement and then identifies the “why” with a vision statement and values–both Horan and Sinek believe that a business cannot succeed unless all members within that business understand the “why” behind what they do.
Whether you’re a solopreneur or a small business owner with employees, knowing your business’s beliefs is essential for creating a business brand that will stand out. As Horan states, “Everything we do and say, from our offerings to our marketing to our hiring approach, should not only align with, but [should also] reinforce our mission, vision and values.”
Without that approach, a business’s brand is sure to fall flat, to customers and employees alike.