Brand Storytelling: Brands with purpose

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To create a brand storytelling, the first step is to deeply analyze the real history of the brand and the values ​​that predominate in its trajectory. The essential question is: why does your brand exist? It is essential to delve into the purposes that drove its creation and those that motivate its operation today.

A brand's purpose is its reason for being: the impact it wants to have on the world and how it can improve people's lives.

In 2009, Simon Sinek , a publicist and writer, held a TED talk in which he proposed the Golden Circle strategy, which aims to facilitate the development of an idea, product or business.

This strategy is captured in a graph represented by three spheres of guinea business email list different sizes, placed one inside the other. The largest sphere refers to the what; the middle sphere, to the how; and the smallest, to the why.

1. What? It refers to the product itself, its functionalities, attributes and technical qualities.
2. How? This is the strategy and action plan that must be carried out.
3. Why? This refers to the true purpose of the business and is the key point that, according to Simon Sinek, can make a company stand out in the market.