When I watched this video, I thought of the times when I have bought something because a company’s communication has inspired me. Spent my money because I like the way a company does things. Not because of what it does but because why it does it. It’s difficult to account for but then there is a certain association that is built when companies talk about beliefs, feelings and humanize their whole approach towards business.
So well yes, Surf Excel when they came out with their ‘Daag tou achey hotey hain’ did make an impact on me, perhaps subconsciously. Perhaps each time Telenor Pakistan ran their ‘Karo Mumkin’ TVC, people felt happier and hopeful about what they could achieve with their ideas. Maybe Coca Cola with their ‘Open Happiness’ campaign does make people think of happy moments.
I remember looking at P&G’s famous ‘Moms’ video that went viral on the internet and thought of all the shares it got. And when I look at all these examples, I realize that people don’t just buy a product, they build associations with beliefs and ideas.
I cannot account for my buying habits because like most of us, perhaps I am making decisions on a subconscious level. But I do realize one thing that when a cause comes alive, people build associations with the ideology behind the cause. It’s the human aspect of business that people begin to relate to and associate with.
This video also talks about the difference between leaders and those who lead. One that I found extremely intriguing. All leaders around us may not be able to develop a following but those who lead inspire others to follow. I found the concept to ring true in many of own experiences. No one can really make you do anything. You do it, because you want to. People don’t buy what you do, they buy ‘why’ you do it.
If you are looking to build a brand, then your purpose, your belief comes before the service you are selling. You must know ‘why’ you are doing what you are and then talk about the ‘how’ and ‘what’. To get businesses to build long-term associations, brands can build purpose and belief into their communication patterns.
Because people will then buy anything from your company. Just because you have linked your company’s beliefs with theirs. And in doing so, built an association that will linger. Strong emotional triggers make your communication strategy effective. It really is as simple as that.
I found this talk very stimulating and great logic for branding strategy. I am sharing it with all of you and hope you will share your insights on the subject.
Read more about Simon Sinek: Leadership expert and author
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