Why you Must Share the Same “WHY” with Your Customers?
This post is dedicated to my students who responded successfully to the concept of “WHY”-believed and worked their “WHY” with passion within the framework of a 40-hours training course entitled “Business Organization & Administration”. Thank you very much!!! 🙂
Recently I read an article at http://www.entrepreneur.com entitled «2 Key Lessons in Brand Building» written by David Hagenbuch, Associate Professor of Marketing at Messiah College.
Hagenbuck referred to the reaction of a student after the projection of the new McDonald’s advertisement entitled «“Signs” within the framework of a marketing class. This student said: “This ad is awesome… but I still hate BcDonald’s”
These words testify that one advertisement, even if it is very well structured and formed, even if it addresses to the customer’s feelings, it is not sufficient by itself to bring new customers or to change the opinion of some people for the products/services of a company.
If an advertisement doesn’t reflect company’s “WHY” or/and if it doesn’t corresponds to its values, its believes, to the reason of its existence, there is no chance of influence people, let alone to attract them and transform them into faithful customers.
Brand Story
Brand Story is one of the most essential elements of success for a company. But what exactly we mean by the term “Brand Story”?
Brand Story is a story that represents the heart and the soul of your brand and it creates an emotional relationship with your customer.
And don’t forget!
People choose to buy products/services from companies whose story helps them to tell their personal stories. Why they exist!
People buy a company’s “WHY” which matches totally their “WHY”.
Whatever advertising McDonald’s do it is not going to gain new customers who ask not only a quality food but they ask for a dish which captures the actions and attitude of the company which produces it.
The Bottom Line
Therefore, because a company isn’t something lifeless but it is formed by people who express via the company the reason for their existence, they express their “WHY”, try to find out your “WHY” before start your own business and before produce any product/service. Start building your brand and tell your story even if you are at the initial stage, at the “idea stage”.
If you already have a business that doesn’t reflect your “WHY”, then, do everything to re-build it from scratch.
Otherwise, because we live in the Transparency Age, it will be very difficult to survive! It will be very difficult to get loyal customers who will support you and will give you the opportunity to exist!
And above all it will be very difficult for you to be happy!
Dimitra Zervaki, EMBA, PMP, TTT
