WHY FINDING YOUR “WHY” IS IMPORTANT:
1. IT MOTIVATES YOU AND GIVES YOU PURPOSE
Knowing why you do what you do is crucial. Otherwise we would all just be aimlessly wandering about without any real sense of purpose or end goals in mind.
2. IT HELPS YOU IN DECISION MAKING
When your “why” is kept at the forefront of all that you do, making decisions becomes a lot easier. It helps you to remember your values so that when it comes time to make decisions, you are doing what’s best for you.
3. IT DRIVES YOU WHEN TIMES GET TOUGH
It can be easy to lose sight of why we work so hard to try to make our dreams happen if we don’t keep the “why” in mind as we go through those tough times. If you’re having a bad day or feel like you’ve lost your sense of purpose in doing what you do, keep reminding yourself of why you got started in the first place.
“When the why is clear, the how is easy.”
Your why is what sustains you when your business is still exactly the same as it was a year ago. For every success story, there are years of unnoticed hustle that precede the breakthrough. Don’t be in it for the glory. Just take the next step and do the next thing.
ANSWER THE QUESTIONS BELOW.
Why are you in business?
Who does your business serve?
Why does your business serve that particular audience?
Why does the market/ service industry you choose appeal to you?
Your brand is your voice, your visuals and your vision.
DESCRIBE YOUR BRAND LIKE IT’S A PHYSICAL LOCATION
Ask yourself – If you could have anything you wanted in an office space or brick and mortar store – what would this space look like? What emotions would customers feel when they walk in the door? In asking this question, visualizing your client’s reaction will help you pinpoint the emotion you want them to feel. Relief, whitespace, warmth, competence? Write them down.
DESCRIBE YOUR BRAND LIKE IT’S A PERSON
Now ask yourself to describe your brand like it’s a person. How would he/she behave? How would he/she dress? What values would he/she live by? How do you see your business interacting with others? You are not only defining physical traits, but also looking for insight into the brand’s engagement style, which is a key piece of the whole experience. Approachable, prestige, bohemian, passionate? Write them down.
DEFINE STRATEGIC ANCHORS
Strategic anchors are the criteria that guide the decisions you (or your team) make throughout your business at every level, now and as it grows. What 2 or 3 things are at the core of every major decision you make? What are your core values? I find these words often help define the overall brand experience. They are the common thread that runs through the visuals, messaging and interaction. Words like collaboration, integrity, intention, excellence, encouragement. What are your anchors? Add them to your list.
CHOOSE WORDS THAT FEEL RIGHT
There will be words that don’t really fit into any category, and that’s okay. They can be what your brand aspires to be or how it has been described in the past. Add words to the mix that just feel right. Creative, fun, vibrant, edgy, minimal? Write them down.
Once this is completed take this list and use it to answer the following;
What about you makes you the perfect solution for this client?
Use your website to showcase your ability to listen to your client’s needs and reply with a thoughtful solution. Social media has given us unprecedented access to our client’s conversations. Keep track of issues related to your client. How are they winning? What language are they using to describe their frustrations? How would you talk to them if you were face to face?
Your brand experience is the “lens” through which you present this solution. Expertise, compassion, empathy, problem-solving, simplicity, or other? How does this go hand in hand with your brand personality words?