At Zaman brand storytelling is core to a lot of the work that we undertake for our clients. For every project that requires a comprehensive branding program we always start by facilitating an interactive workshop for our client. The aim is to guide the client’s team of representatives to mutually define & align the cause or purpose of the brand. Our task then becomes to translate the outcome into various strategic brand touch points.

‘How great leaders inspire action’ (the inspiration behind our blog title) is a must watch TED talk by anthropologist & former advertising professional which closely echoes the intention of the workshops we organize.

“People don’t buy what you do; people buy why you do it.”

In this talk, presenter Simon Sinek, makes a strong case for the kind of focus brands need to assume in order to win the ‘hearts & minds’ of their target customers. Instead of beginning your brand story with ‘what’ i.e. the features of your product or service, choose instead to appeal to the values & beliefs of your audiences by starting with ‘Why’. Why do we exist? What is our purpose in this market? Then move to ‘How‘ – refining product A or service B to be a tangible translation of our cause. And then end with ‘What‘ – effectively communicate the features of our offering to our customers.

Moving from Why, How to What then sets the winning differentiator that has enabled brands such as Apple, Emirates and Coca Cola and many others to go the distance.