Want to tell a great brand story? Understand your why

While your business’ history, traditions, challenges and successes are an important part of the brand narrative, modern brand storytelling is about inspiring and engaging people on a cause worth believing in. A cause greater than, but connected to, the product or service the business delivers, writes brand reputation guru, Ros Weadman.

Customers buy because they believe in your ‘why’

Belief is at the core of great brand storytelling and underpins a great marketing program because people buy from brands they emotionally connect with.

Author Simon Sinek popularised the ‘why’ concept, stating that people don’t buy what you do, they buy why you do it – because they resonate with your core belief, your cause, your purpose.

Carman’s, makers of delicious muesli bars, has nailed its brand story in less than 40 words, anchoring it with a powerful belief statement:

“For 30 years, we’ve believed food should come from the kitchen and not the chemist. We’ve absolutely loved creating, crafting and perfecting every little detail to make every day more delicious. Proudly Australian made and family owned, always.”

While the product contents (the ‘what’) and the ingredients, snazzy design and convenient packaging (the ‘how’) of the muesli bars had sway, it was their ‘why’ statement on the side of the product packaging which sold me, because I resonate with the belief that food made in the home is better for me than food made in a factory or lab.

Research shows that people are not just prioritising the ‘why’ of brands over the ‘what’ of brands when it comes to buying products; they’re also making employment decisions in line with what they believe.

Research conducted for the 2022 Edelman Trust Barometer found that 60 per cent of people will choose their workplace based on their beliefs and values. PwC also found that millennials are 5.3 times more likely to stay with an employer when they have a strong connection to their employer’s purpose, and non-millennials are 2.3 times more likely to stay.

Listen to Ros Weadman on the Flying Solo podcast:

‘Why’ statements are really ‘we believe’ statements

While your vision and mission tell people where you’re heading and how you’re going to get there, your ‘why’ conveys why you believe they matter.

Some of the most compelling brand narratives start with, or have embedded in them, ‘we believe’ why statements.

For example:

• Electric vehicle manufacturer Tesla believes, “The faster the world stops relying on fossil fuels and moves towards a zero-emission future, the better”. This belief drives its mission to accelerate the world’s transition to sustainable energy.
• With a belief that “the basic attribute of mankind is to look after each other”, renowned humanitarian and eye surgeon Fred Hollows set in motion a legacy to end avoidable blindness by providing access to quality and affordable eye health.
• Edgar’s Mission, a not-for-profit sanctuary for rescued farmed animals believes, “if we could live happy and healthy lives without harming others, why wouldn’t we?”. This belief fuels its mission of ‘kindness’ and vision for a humane and just world for all.
• Maker of durable outdoor clothing products that cause no harm to the environment, Patagonia expresses its belief as “We appreciate that all life on earth is under threat of extinction. We’re using the resources we have – our business, our investments, our voice and our imaginations – to do something about it”.
• Swedish car manufacturer Volvo believes in ‘omtanke’, meaning ‘caring’ and ‘consideration’. For Volvo, it defines its approach to safety, sustainability and customer service, and underpins a belief in “making a better, safer and more considerate world”.
• Founder of the Virgin Group, adventurer and known as ‘Dr Yes’ to his staff, Richard Branson unsurprisingly says, “I don’t believe that that little word ‘can’t’ should stop you”. And that sums up Branson’s approach to building an empire of more than 400 companies.

Express your belief in a brand manifesto

An eloquent way of bringing to life your belief statement as an expression of purpose is through a brand manifesto. A manifesto makes clear, in a bold and meaningful way, what you stand for and why it matters. It serves as a beacon for your brand, resonating with those who identify with your cause and message, thereby attracting like-minded potential employees and clients.

As an example, here’s my manifesto that embodies my belief and drives my passion to build purpose-driven brands that people want to work for, buy from and invest in:

“I believe that visionary, purpose-driven brands move humanity forward. That’s why I’ve made it my purpose to help brands amplify their brilliance and speak their legacy. My obsession is empowering leaders to think bigger picture, strategically align their brand to a higher purpose and enhance their reputation through communications that engage hearts and minds in creating a better future. This helps them to stand apart and connect more deeply with target audiences.”

Highlighting company purpose through a powerful belief statement lets people know why you do what you do and why it matters.

To get started, ask yourself these three questions:

• What’s the cause that ignites my passion?
• What do I believe about this cause?
• Why does this cause matter?

When you tap into your core belief about why you do what you do – your purpose – you’ll release a potent energy force that attracts prospective customers and employees who are a great fit because they also believe what you believe.

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