Julia Cupman
Julia Cupman

September 9, 2015

Understanding Brand Values

I am in the business of challenging the status quo and challenging intuition. So here’s my challenge for you. Imagine you are giving an elevator pitch. In one sentence, write down the reason why a potential customer should choose your brand. Then continue reading this post.

I’m guessing that your reason why covered any of the following: product features, experience, geographic scope, heritage, etc. Maybe you mentioned words like quality, performance, sustainable, value for money, leading, etc.

Herein lies the problem. None of these reasons are the real why. They are what your brand offers and how it offers it. The why should cover your brand’s purpose – the reason it exists. And don’t assume revenues or profits is the answer here as that’s the result of the why; not the essence of the why.

The importance of Why? has been communicated powerfully by the author, Simon Sinek, who stated in a Ted talk, “People don’t buy what you do; they buy why you do it… The goal is not to sell to people who need what you have; the goal is to sell to people who believe what you believe.” Therefore a brand that fails to communicate the why is not exploiting its full potential.

At B2B International, we challenge brands by collecting evidence to empower positive change. That’s our mission. And we have seen that hundreds of brands are missing out on so much opportunity by not communicating the why.

Every brand manager has the power to make a massive difference if they can unlock the ultimate why. If you would like to understand how B2B International can help your brand unleash its potential, please click below to view our infographic.