There are times when we get stuck. When we feel like what our brand has to say doesn’t seem to be quite as compelling as it once was. The hope and anticipation of sharing our story starts to feel more like a grind.
When I find myself in this situation, I turn to a simple yet revelatory exercise. You can use it as well.
If you’re feeling a bit stuck, try this. Ask, “Why should those we hope to serve care about our brand.”
Really think of the genuine meaning you bring to their lives. Do you have the answer? Good. Now ask, “Why is that important to them?”
When you have to explain why it is important, it reveals the depth of your answer. It’s not unusual to come out on the other side of that question feeling like something is still missing.
Repeat the exercise. Ask yourself why this more in-depth explanation is important to them. Keep repeating the exercise until you drill down to the answer. You’ll know when you’ve arrived. You’ll feel eager to share the story. The meaning you will have identified will be too irresistible to just let sit.
This is a variation of the 5 Whys exercise I use to help organizations clarify their purpose or Big Audacious Meaning. But I have found it useful for uncovering the most compelling brand story as well. Give it a try. One more ‘why’ could just unlock your irresistible story.
Dan is an expert brand strategist and author of the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story. He is a founder at Will & Grail — a brand innovation company, helping organizations find their unique, undeniable and unshakable sense of purpose and create innovative experiences that bring it to life.
Originally published at https://www.dansalva.com on October 10, 2019.