651-307-6861 info@burnbrightcom.com

How discovering and revealing your reasons for existence can help attract loyal customers

One of the biggest tools for building your brand is your “why” – the reason you do what you do every day. You have to be pretty familiar your “why” before you can effectively share it. If you don’t think it’s important to know what’s driving you and your business, I encourage you to check out this article from Entrepreneur Magazine or this article from Forbes that outline the power that comes with discovering your “why”.

Once you are clear on your “why” it’s extremely valuable to share it in a meaningful, clear, and creative way. Creating the connection between your “why” and your customers creates a deeper level of understanding and relationship. It lets them know what you’re about and what you’re striving for. People who understand your motivations and intentions have the opportunity to become a part of that vision versus just a customer, vendor, or investor.

The deeper you go with your “why,” the more compelling and motivating your story becomes. If you say, “I started this business to provide for my family,” people can relate to that desire and will most likely support you in that pursuit. But if you can go beyond that reasoning to explain why you’re in the particular area of work you’re in, why you choose to serve customers the way you do, the impact you want to have on the industry, community, or world, your message becomes more clear and distinct.

Here are a couple of examples of inspiring “whys.”

Patagonia Mission Statement – “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

On the company’s website, after the mission statement, there are several paragraphs on “Our Reason for Being.” Through the mission statement and subsequent explanation, it’s easy to get a sense of the company’s values and goals.  Consumers purchase Patagonia not only for the quality product, but also because they want to be a part of the mission.

Ikea’s Mission Statement – “The IKEA business idea is to offer a wide range of home furnishings with good design and function at prices so low that as many people as possible will be able to afford them.”

The company goes on to explain their vision for “creating a better everyday life” with their products, pricing, and business model.

It’s your turn! Take a few minutes to reflect and write about your “why.” If you’re stuck, use the questions below to get started.


  1. Who does your business serve and what do you love about your customer?
  2. What is your philosophy about what brings about success?
  3. What mark will you and your company leave behind for your customers, the industry and the world?


Pin It on Pinterest

Share This