The Why: Defining Your Purpose and Proclaiming Your Value
Congrats! You’ve made the decision to start your own business or brand, or heck, to create your own personal brand. Or maybe you are considering re-branding and want to start over again.
no seriously, why do you want to do this?
Being an entrepreneur is neither easy nor a straight path. It’s quite messy actually, but the mess of figuring out what works and what doesn’t, how you have to wear a million different “hats” that you never knew you were capable of, the countless hours you pour into your baby (aka your business) is all a part of this adrenaline rush called entrepreneurship.
This question of “why” may seem overly simple, but answering it openly and honestly is essential to beginning a new venture. Most importantly, it’s essential to defining your vision, purpose, value proposition and business strategy.
To get to “the why”, start with a brand evaluation.
This is one of our sayings that we constantly preach to all creatives.
You can look at our company as an example of what this means. In early 2018 we re-branded ourselves as The Affinity Group International. Our previous company name was Affinity Event Creative.
When you think of that name you think of events right? We do offer event planning services as well as creative services, but one could argue that you wouldn’t know that by the company name.
We ourselves went back to the drawing board to define the value we provide to our clients.
THIS is our value proposition. We help you, guide you, or we do it for you, so you can drive results for your business. This translates to: When someone is launching a business and is overwhelmed with not knowing where to start – or maybe they know but they’re a one-person show and don’t have the bandwidth to get everything done, we’re there. When a business seems to be at a hiatus, and needs to grow but are stumped on how, we can guide them.
We took it a step higher. Great, we can help tackle pain-points, but what is the ultimate goal of this company? What is the ultimate purpose of The Affinity Group International?
We inject creativity and strategy into your brand so that you are, and you remain a brand that resonates. THIS is our purpose.
Let’s apply this to your business or brand.
What is your purpose? If you sell bath and body products, your purpose is not to put another body scrub on the market or to make another brand of lotion. What about this:
Purpose: We bring out the interior beauty of women all across the world.
Value Proposition: Skin Care Solutions without the harsh ingredients.
Your Purpose and Value Proposition are what will determine how you are positioned in your market.