Think about the brands and businesses that you really love. Maybe a clothing label you buy year after year. That insightful blogger whose emails you look forward to each week (and actually read). An author whose books you buy the minute they’re published because everything she writes is awesome.
What is it about these companies or people you love that makes them so special?
Simon Sinek gave a brilliant Ted Talk several years ago where he explained what really sets great brands apart. He explained that it’s all about their “why”:
“People don’t buy what you do, they buy why you do it.”
Your why. Your purpose. Your cause. Your beliefs. This is the meat; the real stuff and the bedrock of your business.
What drives you to do what you do? What’s the passion and real feeling behind it? What do you feel called to change?
Here’s an interesting thing about your why — when you get down to it, the reason your why is so important is really not about you. It’s about the fact that what you believe in inspires the people who follow you. Your audience shares common beliefs with you and when you talk about what matters to you, it makes them remember what THEY believe in. They get inspired by your purpose and beliefs and remember their own passion and why.
Take Whitney English and her company The Day Designer. Whitney sells day planners. Her planners are beautifully designed with nice thick paper and gorgeous covers. I’ve bought a planner from her for a few years now and I really love using it each day. I follow her on Instagram and get excited for fall to roll around so I can see the new planner designs and buy my next one for the coming year. She’s totally hooked me!
But I’ve realized when it comes down to it, the reason I’m hooked on The Day Designer is not so much about a day planner. What really keeps me excited and wanting to be a part of what Whitney has created is what her business stands for: planning for what you want to create and being more organized and intentional about your days. These are two huge values for me personally and big pieces of what her brand stands for.
Here’s another example — the awesome Susan Hyatt — master life and weight coach. Susan is passionate about lifting women up. She’s been known to unapologetically share gorgeous photos of her bikini-clad self on social media, and continues to even after getting some pretty heated criticism. She’s an example to her tribe of how to love and honor your body in your own way.
And what I find special about Susan is that you can really witness her passion in all she does. She’s got an activist style of inspiring that makes me want to get off my own butt and make things happen. When I listen to Susan’s podcast or read something she’s written, I feel lifted up. She reminds me of things like the beauty and power of being female and what it looks like to be confident and real – important things to me.
Communicating what you believe to your audience is essential to create a deep connection. When people really connect with you and your work, they feel inspired. These are the people of your tribe who you’ll make a real impact with. That you’ll love working with, and who will love working with you. Because the bottom line is this: your people want to connect to their greater purpose and feel excited about their own why.
Your purpose matters. When you tap into your soul and the deeper meaning behind why you do what you do – and convey this to your audience – this is the gold that helps you create an even better business, brand, and life.