Why do we buy the brands we buy? Years ago, I watched the video by Simon Sinek, where he talks about why some brands inspire while others fade away. "People don't buy what you do; they buy why you do it."
Most marketing messages start with what a product does. But the ones that lead, that inspire us, and that truly captivate us, are the ones that start talking about why they do what they do, and how their products and services fulfil that purpose.
Let me give you some examples of brands that are doing this really well. Brands like Patagonia and Toms, whose focus is on sustainability and social and ethical issues. Brands like Dyson and Apple are about innovation, technology, and design. Brands like Gymshark and Lululemon centre on fitness, wellness, and community.
Consider Nike. Nike's brand is not about selling trainers or sportswear; it's about empowering athletic performance at both a professional and a personal level. "Just Do It" is the story we tell ourselves about pushing harder, running faster, and working stronger.
So, next time you are looking to sell your products and services, don't launch straight into what you do. Instead, start with purpose and how your offerings fulfil your customer's why. That is purpose-driven branding.
