When you think about your brand, what comes to mind?
When I ask that question at a meeting, many of our clients respond by stating WHAT they do. But a company’s REAL brand lives in the WHY you do what you do. The WHY, is what gets to the heart of your business’s very existence.
Mark Twain once wrote that the two most important days in your life are the day you were born and the day you understand why.
The same can be said for your business. When you hung out the shingle for the first time – that’s an important, very monumental day to you. But paradoxically, isn’t the more important day, the one that happened before you even opened your doors? I would argue that the more important day is the day you chose to pursue your passion and start your business.
So why DID you choose to open your business?
WHY you do what you do is the thing that sets you apart. And it’s NEVER to make money or because “I’ve always done it.” The WHY is the reason you get up in the morning. It’s the reason when you talk about your business you gush. It’s what you would miss if you never got to do it again.
Your brand lives inside you. It always has. Discovering and embracing the WHY is powerful. Just make sure it’s evident in everything and everyone associated with your business.