The Power of Communicating Your Brand Belief
What do we mean by “your core brand belief”?
It’s that specific conviction about how the world should be better that motivated you to start your business.
As Simon Sinek describes it—your “Why.”
It’s foundational to the culture and performance of your brand. It’s the source for new ideas and helps you persevere when the going gets rough. And it’s at the DNA level—it’s about what makes you tick, what you stand for, what matters.
This core belief provides the greatest potential for attracting high-performing team members and new customers. Because if it is authentic, these individuals will identify strongly with who you are because they sense the same belief in themselves, and so will want to be connected.
Take REI, for example. REI has the belief that everyone should be able to get outdoors, feel comfortable there, and make their own discoveries. These core beliefs are why I’m a member of this coop. I know they’re going to help me get outdoors comfortably, make my own discoveries and share my experiences with a community of those who want to do the same. And because REI is a coop, I know that whatever I buy from REI helps sustain this effort. And, of course, I’m also pleased that there’s a return for me—great clothing, great adventures, as well as annual dividends and special discount opportunities.
To deepen my connection and all the coop members, REI tells stories—about coop members and their adventures outdoors. About some piece of gear that made going outdoors comfortable or doable. About someone who made a discovery about themselves along the trail. About a place they visited that became magical for them.
All of this encourages us to create our own stories—and go outdoors again and again accompanied by the brand.
So what is your core belief?
What stories of emotional impact could you tell that reflect that belief? As you do, you will attract “customers of fit” to your brand and its products and/or services.
If you’d like support for your business in this storytelling process, please be in touch. We’d love to help you connect with more customers and MOVE ahead. Further. Faster.
