Why do you exist? Why does your business exist? Have you ever thought about this? You should.
Whether you’re a purveyor of food products or a purveyor of words, you present a brand. And through targeted marketing campaigns, you strive for brand awareness. But have you ever thought about what draws customers or clients to you, or essentially your brand?
Simon Sinek, author of the book Start With Why, talks about why certain companies and people achieve greatness while others don’t. He cites a specific approach to marketing their brands as the difference to either excellence or mediocrity. That’s nothing new, right? But when you look at Sinek’s theory more closely, you can see why his insight is revolutionary.
The difference between Apple’s success and Dell’s mediocrity is striking. According to Sinek, there’s a reason. Dell’s approach to creating brand awareness is to tell customers first what they do; next how they do it; and finally why. What? Dell builds computers. How? We make computers reliable. Why? We want to make the best product for the money. Would you like to buy one?
Apple, on the other hand, starts with why. Why? At Apple, we are dedicated to challenging the norm…to bucking the curve…to creating innovative products that are both fun and functional. How? Our creative freethinking employees are encouraged to think outside the box. What? We happen to make computers. Would you like to buy one? It’s an easy choice. The why is more intriguing than the what.
According to Sinek, both companies have access to the same pool of talented people, but Apple blows Dell out of the water in sales because people buy the why before they buy the what.
So how does Sinek’s “Start With Why” approach tie into your use of social media?
By now, you’ve learned the value of social media in any modern marketing campaign. But if your company is one that’s been selling the what over the why, social media offers a cost-effective and fast way to change course. Ask yourself why you exist, then work hard to spread the word. Sell your company’s purpose and the product sales will follow.
Facebook, Twitter, YouTube, and Yelp are just a few sites you can use to reinvent your brand. Post and blog about the why. Create videos that present your brand’s purpose. In essence, market your company’s heart. When people fall in love, it’s by way of their hearts. Capture your customer’s heart and like Apple, they’re yours.
What is your opinion on brand and reinvent yourself and business with social media? Please share your opinion by leaving a comment below this post.