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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.

but why?

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.

One of the best ways to get clarity and direction is to work with a great business strategist (also called a business coach) who can pull at your heart strings and get to the root of your passion for the business you are wanting to pursue.  He or she then takes that passion and turns it into purpose (your business’s purpose that is), and then brings you directly into your value proposition.

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 structured the new company with The Affinity Group International as our parent company, with 4 divisions: Branding, Strategic Planning, Visuals Design, and Experiential Events.

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.

Take your time and craft a brand statement that you can proudly stand behind and emulate in all of your business operations.

And as always, if you need us, we’re here!

Work With Us

DeAnna McIntosh, Chief Global Strategist at The Affinity Group International, is a driven, entrepreneurial, and creative brand strategist with a strong eye for design, and over 13 years of progressive experience in merchandising, marketing, and event management. Her proven results as a strategist for numerous Fortune ranking retailers will drive tangible growth for your business from day one.


  • October 23, 2018
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