Branding
How to Define the "Why" of Your Creative Business
Creating a meaningful brand starts with asking intentional questions that uncover what’s at the heart of your business. This is where the essence of your brand is revealed, and from here you can create visuals and messages that express the core values that connect you to your people.
But maybe you’re wondering where to even start when it comes to defining your brand.
There’s so much great information out there about the many valuable aspects of building a brand, but it can be so overwhelming sifting through to find the most important essentials. I want to give you the right jumping off point, so you won’t have to stare at a blank Google doc page any longer.
It all starts with discovering your “why”.
Your “why” is the key to understanding what makes your brand unique. There may be hundreds of other businesses offering similar services and products as yours, but what makes you different is why you do what you do.
Maybe it sounds too existential or intimidating to start with asking “why?”. If that’s you, then I have a few questions to get you started.
What about your business are you most passionate about?
What about your business or industry lights a fire within you whenever you think about it? What makes you smile while you’re working throughout your day?
Look past the day to day challenges of running a business and think back to the moments you’ve felt the most joy when working and serving. Whether big or small, these reasons for excitement and contentment can lead you to your “why”. The more distinct and specific you can get the better, as these are what will distinguish you from your competitors.
Who has been placed on your heart to serve?
Consider the people you feel moved to serve and long to solve problems for. How do you envision improving their lives? What about your business makes you equipped to meet their needs?
People and relationships are at the core of why many of us build our businesses, and often specific groups and individuals tug at our hearts the most. Keeping them at the forefront of your mind while defining your “why” will ensure you’re creating a brand that resonates with their deepest desires and needs.
Why did you start your business?
Go back to where it all began. Think about the initial spark that motivated you to go on the journey of entrepreneurship. What are some of the key moments that led you to creating your business? What compelled you to take action?
Another way to look at this is to think about what angered or upset you about your industry enough to want to make a change. Reflecting on these strong emotional reactions may get you to your “why” quicker than you expected.
Final thoughts
The clearer you can discern your brand’s “why”, the closer you’ll be to the heart of your brand. Incorporating your passion, story, and expertise into your brand is what will make it truly stand out.
Sometimes all it takes are some intentional questions and an honest conversation to unlock the brand insights you need the most. If you’d like help uncovering your “why”, we’re here for you. Fill out our client inquiry form to sign up for a brand strategy workshop. We’d love to chat with you!
Hi I’m Hayley, founder of Hidden Pearl Design. We help creative entrepreneurs gain brand confidence so you can grow with purpose.
