A brand's purpose is its reason for being: the impact it wants to have on the world and the way it can improve people's lives.
In 2009, Simon Sinek , publicist and writer, held a TED talk phone number library in which he proposed the Golden Circle strategy, the objective of which is to facilitate the development of an idea, product or business.
This strategy is represented in a graphic by three spheres of different sizes, placed one inside the other. The largest sphere refers to the "what"; the middle sphere refers to the "how"; and the smallest sphere refers to the "why."
1. What? This refers to the product itself, its functionalities, attributes, and technical qualities.
2. How? This is the strategy and action plan to be carried out.
3. Why? It refers to the true purpose of the business and is the key point that, according to Simon Sinek, can help a company differentiate itself in the market.
To apply the Golden Circle strategy to a brand, Sinek states that it should be used in reverse; that is, from the inside out , prioritizing defining and communicating the essence of the business. This will help people not only understand what the brand does, but also why.