Simon Sinek, author of Start With Why, found that there was a unique pattern between inspired brands like Apple, Google, and Nike. While most brands focused on WHAT they did, and HOW they did it, inspired brands focused on WHY they did it.
As we mentioned in our last blog, Intro to Big Picture Promo, marketing in the digital age is less about filling a need and more about connecting on a deeper level. That deeper level of connection is centered around the WHY of a brand.
As promotional marketers it is important to understand the WHY of our clients, big and small. Promotional giveaways focused on the WHY will have the highest ROI and will greatly increase brand loyalty.
Larger brands traditionally invest large sums of money and time to illuminate their own unique WHY. In this situation it is important to research the company, understand their WHY and then identify products and solutions that will further their brand identity.
Smaller businesses allow a unique opportunity for you to lead the process of uncovering their unique WHY, since this is often an afterthought for most small businesses.
Understanding a client’s unique WHY is all about the approach. This approach will begin with possibility and questioning rather than catalogues and samples. By asking systematic, deep and deliberate questions of your clients, you will better understand their purpose or brand identity.
This process is known as Socratic Questioning, which was developed by Socrates to illuminate the nature and essence within difficult concepts. Below are some examples of these deep and deliberate questions:
- What are customers saying about your brand?
- What do you want customers saying about your brand?
- Why did you build this business?
- What do you want customers to know about your brand?
- What are your objectives for a promotional campaign?
- What other marketing campaigns or techniques are you currently employing?
The succession of deeper and deeper questions will help you to create a promotional campaign that is consistent with your client’s brand, accomplishes their objectives, and increase customer loyalty.
Could your client ask for anything more? I don’t think so.
