How to Define Your Business Why and Build a Brand That Matters
When starting a new business, it’s easy to get caught up in the excitement of the product, the sales goals, and the financial projections. But one of the most crucial aspects of creating a successful business is something deeper: your "Why". Understanding why you want to build your business and what problem you’re solving is foundational for creating a brand that truly resonates with your target audience.
If you’ve ever wondered, “How do I create a brand that aligns with my values?” or “How do I start a new business that’s meaningful?”, you’re in the right place. Let's dive into why defining your business “Why” is the key to building a business and a brand that not only attracts customers but builds loyalty for the long-term.
What Is Your "Why"?
Your business "Why" is the core purpose behind why your business exists. But it’s more than just making money or selling a product—it’s about the impact you want to have on the world and the change you want to create. It’s a little bit aspirational, a little bit inspirational, and grounded in the one thing you want people to understand about your business (and you as the entrepreneur.)
For example:
- Patagonia’s Why: To build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.
- TOMS Shoes’ Why: To improve lives through business by providing shoes to children in need with every pair purchased.
- SPANX’s Why: To help women feel great about themselves and their potential.
Defining your business Why is essential because it helps you make decisions that align with your values, creates a clear direction for your business, and connects with your ideal customers on a deeper level.
Why Is It Important to Define Your Business Why?
- Creates Clarity and Focus
Aka, your business mission.
When you clearly define your business Why, it gives you a roadmap for everything you do. It helps you focus on the bigger picture, preventing you from getting sidetracked by short-term trends or distractions that don’t align with your mission.
For example, if your Why is about empowering women, you might focus on products, services, or content that support their success, rather than saying yes to every promotional opportunity that comes your way.
- Builds a Stronger Connection with Customers
Aka, that often elusive brand loyalty.
People don’t buy products or services; they buy into what your brand stands for. Your business Why helps you communicate your values and vision clearly, so your target audience feels aligned with your brand. This builds trust and loyalty, making them more likely to buy from you again.
- Helps You Stand Out in a Crowded Market
Aka, your brand differentiation (this is what makes you memorable.)
In today’s competitive marketplace, it’s not enough to have a great product. To truly stand out, your business needs to have a purpose that resonates with your audience. When your Why is authentic and meaningful, it helps you create a unique position in the market.
- Drives Long-Term Motivation and Passion
Aka, keep you motivated and inspired in achieving your goals.
Running a business can be tough, especially during the early stages. But when you know why you’re doing it, your passion and commitment will keep you going when things get tough. Your Why fuels your drive and keeps you focused on your reason for starting your business.
How to Define Your Business Why
- Reflect on Your Personal Values
What do you deeply care about? What are your core values? The Why behind your business is often rooted in your personal beliefs and experiences. Spend some time thinking about the issues that matter most to you. Think beyond financial results and lifestyle freedom, although important motivation for you as the founder. What will inspire your key audiences – such as customers, employees, or investors – into action?
- Identify the Problem You Want to Solve
At the heart of every great business is a problem in need of a solution. What problem are you passionate about solving for your customers? Identifying this pain point and how your product or service offers a solution will help you craft a more compelling Why. Sometimes the answer is a bold new innovation, but often it’s as simple as a new twist on something that’s already in use. Don’t feel like you have to reinvent the wheel to find your purpose. The answer could be simpler than you think.
- Think About the Impact You Want to Have
What do you want to achieve with your business in the long run? Do you want to inspire people into action? Create opportunities for others that don’t yet exist? Make a difference in your community or the world? Consider how your business can make a positive impact as well as how you can measure that success.
- Test and Refine
Once you’ve brainstormed your Why, share it with others — friends, family, and your ideal customers all make great test audiences. Stay open to feedback and test how your idea resonates with others. When you’re testing a concept be thoughtful in how you ask for feedback. Be sure to frame things in a way that sets you up for constructive feedback. For example, “I noticed [x] problem, and I am working on a solution that would [list some key benefits.] Does this resonate with you? What would you want to see included?”
When it feels right, refine your Why until it feels authentically aligned with your vision and mission for your business.
Aligning Your Business Why with Your Brand
Once you’ve defined your Why, the next step is to integrate it into your brand storytelling. Wondering how to create a brand that aligns with your business mission? Here’s how:
- Brand Messaging: Incorporate your Why into your core brand messaging such as your mission, vision and values statements and your key messaging documents. From there, be sure it’s included in all of your marketing and promotional materials, including your communications with employees, investors, the media and influencers.
- Visual Identity: Storytelling goes beyond your brand messaging. Don’t forget about your logo, color palette, visual assets and design choices. All of these should reflect your values and mission.
- Product/Service Design: Make sure that your offerings are aligned with your Why (ie, vision, mission and values) as well as your ideal customer’s needs. For example, if sustainability is a key value, it’s important to make sure that both your products and your business practices – support meaningful sustainability initiatives. Eco-friendly packaging is a great product feature, but it’s critical you think holistically when making business decisions that are aligned with your Why.
- Customer Experience: If you want to build a business and brand that lasts you need to stay laser focused on your customer’s experience at every stage of their journey. Make sure that the experience you deliver reflects your mission and values at every touch point, from their first interaction with you in person or online, to your website, policies and customer service communications. It only takes one bad experience to lose a customer for good.
Start with Your Why to Build a Brand You Love
Defining your business Why is one of the most powerful steps you can take in building a brand and business that not only succeeds but thrives. It’s your foundation for everything that follows—whether that’s creating a brand for yourself as the face of your business, developing products or services that keep customers coming back for more or building emotional connections with your ideal audience.
Hey!
