Businesses always tend to communicate to their consumers from WHAT they do. In some case they are able to explain even HOW they do it. They however almost never communicated WHY they do it.
Think about it for a minute - Assume you are a restaurant in the city of Bangaluru. As with most restaurants, you offer a wide variety of cuisines. This is how you most likely communicate to your prospect consumer:
Now, if you were a prospect consumer would you drop by for lunch? Arguably, not.
When brands communicate from their WHY, they leverage their reason to exist, their belief system, their ideology into the communication. This is how you as a restaurant owner would most likely communicate with your prospect consumer:
Now, as a prospect consumer would you drop by for lunch?
CONSUMERS TODAY ARE NOT INTERESTED IN WHAT YOU DO
(unless you're the only one in the world that does it).
CONSUMERS ARE MILDLY INTERESTED IN HOW YOU DO IT
(unless your process is unique and can guarantee results).
CONSUMERS GET INTERESTED, MOTIVED AND INVESTED IN WHY YOU DO IT
Communicating from the WHY of your brand makes all the difference. Not only does it work for your prospect consumers but it also gives purpose and direction for your internal teams.
Related Reading:How to Map Customer Journey's, Logo Design, Personal Branding, Death by Commodity, Startup Killers, Customer Centricity
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