This is how Simon Sinek’s brand idea of the Golden Circle has helped me to form trust immediately with my clients. The Golden Circle has taught me how it is crucial in personal branding to be starting your introductions with your “WHY”, instead of what you do and how you do it differently. Side note, I have other videos with step-by-step instructions on how to find your why.
Imagine that Apple were to start selling a product in this manner: “We make great computers, all beautifully designed and user-friendly”. The formula used here is them explaining the “What” first, proceeding with “How” their products are different. When you use this method in your branding and advertising, consumers will feel indifferent to your product.
Yet, Apple did it differently. They do it in a reversed order to the example given above, and their “Why” has an inspirational element in it. Go onto Youtube and search for Apple’s “Think Differently” commercial. Here’s how they say it, “Everything that we do, we think differently and we challenge the status quo. How we do it, is by making our products beautifully designed, simple to use and user-friendly. We just happened to make beautiful computers.” They made sure to articulate the “Why” part always. There is a biological explanation to this, when we listen to messages like these, it speaks to our subconsciousness directly. Simon Sinek has covered this in his Golden Circle video.
Taking myself as an example, I am thankful to have been able to understand Sinek’s Golden Circle explanation and managed to find my “Why”. Now when I introduce myself, I start with my “Why”. Here is how it goes, “Hi, my name is Stanley and I believe in possibilities. When people hear this, their usual response would be one of awe, because I’ve created an immediate impact. They usually think I’m a motivational speaker or even at some point, an author!
Your “Why” is basically a summarized version of your life story, it is derived from it. Your “Why” is about your struggles, challenges. The decisions that you made that caused you to come into this industry and your mission in life. Once you’ve compiled all these information and arranged it. You could include it in your “Introductory” videos and the “About Me” sections of your social media.
A reminder, to find your “Why” is not a short process. When I conducted “Find-Your-Why” sessions with friends and clients, most of them would take up to 4 hours. I would recommend to have a partner conduct this session with you, as it takes a lot of self-awareness, reflection, internal monologue and thinking so it helps to have someone to guide you through it. Once again, when you create your brand story, include why you started your business and when you introduce yourself. Then you will create an immediate impact.