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The Importance of Branding: People buy who you are, not what you do

Thursday, December 6th, 2012

brandingWhen it comes to successfully managing and running your business, how important is it to establish a strong brand identity? Well, according to Simon Sinek, a strong brand identity and an understanding of the “Why” of a business are the most important parts of your business plan.


“People don’t buy what you do, they buy why you do it,” said Sinek. “The goal is not to do business with everybody who needs what you have; the goal is to do business with people who believe what you believe.”

It is this business strategy that has made companies like Apple so successful.

The WHY of Business

Why do you do what you do? What is the why of your business? What is your cause? What is your belief? Why does your company exist?

And no, profit is not a WHY. Profit is a result. And the pursuit of profit, the pursuit of a result is a recipe for failure. Pursuing a profit is what drives businesses into the ground. Successful businesses, conversely, are those who know WHY they are in business and are able to attract consumers who believe what their company believes.

People don’t buy Apple products because they make MP3 players, computers, and phones. There are tons of other companies out there that make MP3 players, computers, and phones for much cheaper than Apple. But people buy Apple products because of the way they present their company. Apple does not tell you what makes their products great; Apple tells you why their company is different.

“People don’t buy what you do, they buy why you do it.”

Sinek explains his theory further in the below lecture, Start With Why: How Great Leaders Inspire Action.

At the end of the day, what Sinek is explaining comes down to one thing: Branding! How you present yourself and your business can, at times, be even more important than what you are selling. After all, unless you have invented some new, revolutionary product or service, there is another company (or multiple companies) offering exactly what you are offering. So how do you set yourself apart from the competition?

The Answer: Branding!

The Marketing Showcase: A Branding Company in Washing DC

We are marketing and branding professionals that make impressions and expressions in every aspect of our work including agency awareness, public education, internal/external communications, and creative and business development. We engage the process of creating styles and themes to express the brand in a way that is consistent with the mission, values, and strategic vision of the organization.

If you have any questions, please contact The Marketing Showcase by calling 202.329.3199 or visit today!

The branding professionals…we run with your vision!

You can also follow The Marketing Showcase on Facebook, Twitter, LinkedIn, and Google+.


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Thursday, November 29th, 2012

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