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Strategic marketing: How companies should focus on the ‘why’

Companies need to focus on the ‘why’ of strategic marketing, not just the ‘how’ and the ‘what’. A holistic approach is key to sustainable business growth.

Strategic Marketing

Orator Simon Sinek famously said, “People don’t buy what you do, they buy why you do it.”

From start-ups to small businesses to large corporations, companies across the enterprise struggle to identify the ‘why’ of their business strategy. It’s easy to pinpoint what your products and services are, and how they can benefit your customers — but how do you identify why you do it, and effectively communicate your purpose, cause and beliefs to others?

Without addressing the ‘why’ of business, many companies fall short of their growth plans and wonder where they went wrong. CEOs and leaders, to engage people with your cause, you need to demonstrate genuine passion for what you do, and a sense of holistic purpose — that is, why you do it. You need to connect emotionally with your people, whether customers or employees, and inspire them to join you in your transformational vision.

The most successful organisations motivate others to think, act and engage with an idea, not a product or service. People want to purchase a vision for a brighter future, whether it’s a embracing the health benefits of an alternative therapy, or being one of the first to enjoy the conveniences and status of the latest iPhone.

Communicating the ‘why’ of your business is crucial — but this can be a difficult and daunting process. With time, persistence and the right marketing strategies, you can attract people who believe what you believe. Attracting like-minded people is a sure-fire way to build strong relationships grounded in trust and loyalty and engage an ever-expanding network of people with your cause.

Strategic marketing is an ideal way to communicate and engage people with your distinct purpose. In today’s highly competitive market, the purposeful ‘why’ is fundamental to carving out a competitive edge for your business, and building a loyal customer base in the long-term.

Here are 3 ways you can advocate the ‘why’ of your organisation through strategic marketing:

  1. Identify your vision and mission

    Step one is to clearly articulate your vision and mission — that is, why your organisation matters. What motivates you to get out of bed every morning and go to work? What makes your business authentic, unique and different? How will your product or service make a transformation in people’s lives?

    Your vision and mission should be grounded in long-term growth plans, not just short-term solutions. Think about how you can expand your purpose and vision into new markets in the future, and integrate these ideas into business proposals and policies across the board. For example, one of our clients recently implemented a new brand mission to become an enterprise-wide technology partner, moving away from their niche video platform profile.

  2. Integrate your core values into everything you do

    The next step is to determine what you stand for. Think about the core values and traits that make you stand out from your competition. Every organisation has significant strengths and points of differentiation that can carve out a competitive advantage in the market.

    Whether it’s your client-centric approach, cutting-edge innovations or established reputation as a trusted partner, your organisation has an edge or a ‘hook’ that can be leveraged to drive business growth. The key is to clearly articulate your core values in every interaction and across every platform, ensuring that your brand message is coherent, consistent and authentic.

  3. Create a meaningful story

    A holistic approach to marketing requires a meaningful story. A strong story gives your brand substance and meaning. Without it, your efforts may seem fluffy and transparent, as customers can see right through superficial or ‘flashy’ marketing.

    An intrinsic brand message and story should be the basis of all branding and marketing strategies. Look at the broader picture, and ask yourself: what is the market like today, and where does my organisation fit? It’s not enough to ‘wow’ your people with visual stimuli and flashy applications — you need to understand the value your organisation can add to people’s lives. Flair and originality, as well as true passion and drive, are the keys to creating a meaningful story and connecting emotionally with your audience.

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