The world of branding and marketing is all about striking the right chord with your target audience. Some companies manage to go deeper than just product sales; they inspire people. But, how do they do it? What is their secret? In this blog, we take you to the heart of the Golden Circle and the Start with Why method, both developed by Simon Sinek. We dive into the essence of this approach and how you as an entrepreneur, regardless of your industry, can start using it. Inspiring examples and practical steps await you, so you too can apply the power of 'why' in your branding and marketing strategy.

The origins of the Golden Circle

The Golden Circle begins with Simon Sinek, a visionary speaker and author, who gained a profound insight in his quest to understand what set truly inspiring leaders and companies apart. The insight that would eventually form the basis for the Golden Circle and the "Start with Why" method.

Sinek understood that the most inspiring leaders and organizations always started with the question Why? They knew why they did what they did, what their deepest motivations were. This why was central to their decisions and communications. From there, they worked out how they put this into practice and what exactly they did. This discovered pattern, represented in the form of a circle with three layers, soon became known as the Golden Circle.

The idea that why drives inspiration and engagement became a turning point in the world of branding and marketing. Sinek emphasized that people buy not only what you do, but why you do it. This insight, so simple yet profound, changed the way companies and leaders looked at their communications and decision-making.

Simon Sinek's book, "Start with Why: How Great Leaders Inspire Everyone to Take Action," and his widely viewed TED talk have made the Golden Circle known worldwide and inspired countless entrepreneurs and marketers to put why at the center of their strategies.

Let's dig deeper into the Golden Circle and understand how the why is the basis for effective branding and marketing strategies.

The Golden Circle and Start with Why Method

Now that you know the origins of the Golden Circle, it's good to look at the essence of the model and the Start with Why method. It may seem simple at first glance, but its impact on the branding and marketing world is downright revolutionary. Why this is so, we'll get into that in a moment.

The Golden Circle consists of three layers: Why, How, and What. This model can be described as follows:

• Why (Why): This is the core of the circle. It represents the deeper motivations of an organization, the reason they exist, and what inspires them. The why is at the heart of all actions and decisions. It is about sharing a belief, a vision, and attracting people who share that belief.
• How (How): This level of the circle deals with the processes and actions an organization takes to achieve their why. It describes the specific practices and approaches used by an organization.
• What (What): This is the most superficial level of the circle. It includes the concrete products, services or activities of an organization. Well, superficial: "what" is ultimately what generates your revenue, but what we want to say here more than anything else is that it is the underlying fundamentals (how & why) that lead to "what."

A common mistake in practice

A moment ago we wrote that The Golden Circle was revolutionary. Why? The whole idea is actually stunningly simple. A lot of people were actually using this idea even before Sinek captured it in The Golden Circle. Only: here comes a common mistake in practice. What makes The Golden Circle so unique is the focus on the sequence: start with why. Many entrepreneurs, brands and companies use The Golden Circle the other way around. Most companies and organizations start by communicating what they do, followed by how they do it. They often skip the why. But, the most inspiring and successful brands and leaders do it the other way around and start with why. By doing that, you lay a solid foundation for your brand strategy.

Start With Why

So Simon Sinek emphasized that people don't just buy what you do, but why you do it. The why is the source of inspiration and engagement. If an organization can clearly communicate its why, it attracts not only customers but also employees and partners who share the same values. In doing so, you also play on emotion, and emotion is important in any purchase or decision. Call it sympathy, call it favor factor: companies that put their why first and communicate it clearly often have a leg up on the competition.

Why you do something, what you believe, and what you believe in is what sets you apart from the competition. This insight changes the way companies communicate and how they are perceived by their target audience.

The Start with Why method emphasizes that effective communication begins with expressing why. This approach ensures that a message enters at a deeper level and inspires people to take action.

So, regardless of whether you are a start-up just beginning to build your brand, or a seasoned businessperson looking for ways to reinvent your brand, the Golden Circle and the Start with Why method offer a powerful route to inspiration and growth.

Application in your business

So a crucial aspect of applying the Golden Circle is defining your why. Why did you start doing what you do, what is your deepest belief and what is your motivation? The answers to these questions form the core of your brand identity and should guide all your decisions and communications.

Once your why is clearly defined, you can move on to how you can realize your why. This includes the strategies, processes and methods you use to fulfill your mission. The how must align with and reinforce your why.

Finally comes what you do - your products, services and activities. The what is the most visible aspect of your business, but it must stem from and be coherent with your why and how.

Applying the Golden Circle also requires consistent communication. Your why must be clearly communicated to your target audience. It's not just a matter of what you say, but how you say it and what stories you tell. Your why is the story of your brand, and it must touch people on an emotional level.

This model is not limited to specific industries; it can be used by companies in any industry. Whether you sell clothing, develop technology, or offer a service, the Golden Circle is a great way for creating a deep connection with your target audience.

Examples

Let's look at some inspiring examples of companies that have successfully applied the principles of the Golden Circle and Start with Why in their branding and marketing.

• Apple: Apple's why is to challenge the status quo and provide tools that foster human creativity and expression. They have consistently communicated this why, and their how (by designing innovative products) and what (such as the iPhone and MacBook) reflect this.
• Tesla: Tesla's why is to change the world by embracing renewable energy and accelerating the transition to electric driving. This why inspires people and is at the core of their brand identity.
• Southwest Airlines: Their why is to democratize and connect the freedom to travel. This is reflected in their informal and friendly corporate culture, which reflects their how and what.

These examples show how companies that have clearly defined their why and communicate it can build strong emotional bonds with their customers. It goes beyond simple product sales; it's about sharing a common vision and conviction.

Of course, when you read it that way, it sounds very simple, but it's not. In fact, if it were, many more companies would be successful. We can imagine that you could use some help and therefore you can always make an appointment with us to spar with no obligation about what we can do for you.

Practical steps for you as an entrepreneur

So how can you start applying The Golden Circle properly for yourself? The steps below can help you with this.

• Define your why: It all starts with clearly defining your why. Why did you get started? What do you want to achieve? What are your deepest beliefs?
• Determine your how: After determining your why, you need to look at how you will make it happen. What strategies, values and approaches will support your why?
• Identify your what: This includes your products or services. Make sure they are coherent with your why and how. Your what is what you specifically offer to your target audience.
• Consistent communication: Make sure your why is clearly communicated to your target audience. This should resonate on an emotional level. Tell stories that illustrate your why and inspire people.
• Involve your team: Make sure your team understands and supports your why. They should share the same beliefs and help carry your message.
• Listen to your target audience: Understand what your customers and target audience care about. Adapt your communication to meet their needs and values.
  Tip: make use of personas for this purpose.
• Stay authentic: Be honest and authentic in your communication. People appreciate sincerity and transparency.
• Measure and optimize: Track the impact of your new approach and adjust as needed. Keep listening to feedback and keep learning.

Getting started with the Golden Circle

In this blog, you've discovered how the power of why can make a profound difference in branding and marketing. You now understand the origins of the Golden Circle, you have seen examples of companies that have successfully integrated the principles of the Golden Circle into their branding and marketing, and then you have been given practical steps that you as an entrepreneur can take to integrate the Golden Circle and Start with Why into your own branding and marketing strategies.

It is important to remember that implementing the Golden Circle is an ongoing process. It will lead not only to a deeper connection with your target audience, but also to meaningful customer and employee engagement.

So, now it's up to you. Get started with the Golden Circle. Your why is the driving force that sets you apart and inspires you. The power of why is waiting for you to discover and harness it within your own business. Go for it and let your why shine in your branding and marketing strategy. It is the key to success and inspiration.

Need help?

Want help integrating the Golden Circle and Start With Why method into your (re)branding or marketing strategy? Then contact us, because we would love to help you! Make an appointment right here. See you soon!

Have you been inspired by this article? Get to work on your brand strategy.