Branding: The most important question to ask when crafting your business

At the core of every business is a why. The why behind everything you do.

Ask the question: Why does your business do what it does?

Once you’ve identified your why it is always easier to establish who your customer is, tell your story and determine the best ways to tell your business’s story.

For example, this is my business’s why:

Business owners deserve the right short and long term strategies that prepare and position them for the future. This will enable them to attract, retain and capitalize on their customer's attention.

If you haven’t, begin to form your own mission statement or why. This may take a few tries to get exactly right.

How can you center your why with your customer's why?

At the center to any business is the customer.

Without customers you don’t really have a business, right?

The question then becomes, how do we reach the right people for our product and/or service and tell our story so it resonates so much that they instantly connect?

This occurs when you map out their buying journey. When someone spends money on anything the business is providing a solution to their want/need.

The goal is to sell to people who believe what you believe.

Not everyone is your customer.

Nor would you want everyone to be your customer. That’s when bad customer experiences occur.

You want customers whose problem is solved by your product. We don’t want to just be a solution though.

You know you are resonating with the right type of person when they want to talk about you. When a friend asks about the same problem they don’t even hesitate in recommending your business.

They have transitioned from buyer to advocate. This is the most powerful storyteller your brand can have.

By providing a product and customer experience so unrivaled by anyone else your customers appreciate you and identify with you.

This is why Apple, for example, put so much thought and effort into cultivating the right story and the right experience from the moment of brand awareness, to in store customer experience to the post purchase experience.

For reference, the buyer’s journey typically takes the following form:

  • Awareness - creating touch points

  • Consideration - generate demand

  • Decision - drive conversion

  • Adoption - delight customer

  • Advocacy - inspire evangelism

Read: Why micromoments matter to your business.

Your why causes loyalty

Ultimately this is what every brand strives for.

What To Do Next:

  1. Begin to write your mission statement.

  2. Craft your brand story at a high level.

  3. Map out your customer’s buying journey. Note: you will have different journeys for different customers/audiences.

  4. Identify the points where your story and your customer’s journey meet

  5. Every time your brand produces something (content, image, copy, etc) come back to your why. Make sure it is aligned.


This process is a lot of fun but is a lot of work. If you would like a deeper guide to craft your why around your customer’s journey that’s exactly why I created 30 Days To Brand Story.

I want to know - What’s Your Why? Tell me below!