What is your brand really all about?
I ran across a behavioral quiz that used the 5 Whys technique recently. It reminded me of the power of uncovering a purpose.
The 5 Whys exercise was developed by the founder of Toyota Industries Sakichi Toyoda in the 1930s. The purpose of the exercise was to find the root cause of a problem. But the exercise can also be invaluable in helping a brand clarify its purpose.
It begins by asking, “Why does your brand do what it does?” Answer that question and then ask “why” again. For example, you may answer the first ‘why’ with, “Our bank gives people the products and services they need.” For the second ‘why’, you may say, “So they can better manage their money.” For the third ‘why’, you may say, “So they can make more confident decisions.” Continue this process with two additional ‘why’ questions (or more if it’s needed). You’ll see how you start to dig deeper. You get down to the real impact your brand can have on a life, a community, or even the world. This is the definition of a Big Audacious Meaning.
Don’t be fooled by how simple it is to conduct the exercise. It can return powerful results if you commit to thinking deeply about each successive “why”.
I have used the 5 Whys exercise with multiple organizations in their efforts to clarify a brand purpose. There are usually a few skeptics in the room as we begin. They like to believe that they can shorten the exercise to 1 Why by saying something like, “It’s obvious. We give our customers (insert product or service) at a good value.”
I thank them for the input. Sincerely. It’s good. It’s just not the magical ‘why’ that will enthrall all those they hope to serve. So I ask, “Why do you do that?” And the subsequent answer grows richer.
I find that the 5 Whys turn unbelievers into advocates. People who considered the process not very useful suddenly are passionately stating their beliefs by the time we get to the 4th and 5th why.
Most of all, we uncover what the brand is really all about. Not the features and functions. Not even the rational benefits. We get to the difference it can make in a life. That is an answer that too few brands take the time to understand. But it is one of the most desirable things to their prospects. Because it’s not about you. It’s about them.
It’s the difference your brand can help make in those lives.