How asking “why” can get you to a more potent brand message
A strong, resonant brand message is more critical than ever. It's the unique voice that cuts through the noise, distinguishing your brand and forging an emotional connection with those you hope to serve. It can be the difference between a brand that merely exists and one that leaves a lasting impression.
One powerful tool to help you uncover the heart of your brand message is the 5 Whys technique, a simple yet profound problem-solving method pioneered in the 1930s by the Toyota Motor Corporation.
What is the 5 Whys Technique?
The 5 Whys technique is a problem-solving approach that involves asking "why" five times to get to the root cause of an issue. By repeatedly asking "why," you can peel back layers of superficial answers to uncover the fundamental problem. This technique can be equally effective for clarifying your brand message, helping you delve deeper into your brand's essence, and identifying the core message that resonates with those you hope to serve.
How to apply the 5 Whys to your brand message
Here's how to use the 5 Whys to delve deeper into your brand's potential message:
Start with a broad question: Begin by asking a broad question about your brand, such as "Why does our brand exist?" or "What problem does our brand solve?"
Ask "why" five times: For each answer, ask "why" again. This will lead you to deeper insights and uncover the underlying motivations and values that drive your brand.
Identify the core insight: After five rounds of questioning, you should arrive at the core insight. This is the profound expression of the value of your brand.
Craft Your brand message: Once you've identified the core insight, you can craft a compelling brand message that speaks directly to the needs and desires of those you hope to serve
Example: A tech startup
Let's say you're a tech startup that develops AI-powered software. You might use the 5 Whys technique this way:
Why 1: Why does our brand exist?
Answer 1: To help businesses make better decisions.
Why 2: Why is it essential to help businesses make better decisions?
Answer 2: So the business can better serve its customers.
Why 3: Why is it important for the business to better serve its customers?
Answer 3: So the business can help improve the lives of its customers.
Why 4: Why is it essential that the business help improve the lives of its customers.?
Answer 4: So the business can have a more profound impact on the lives of those it hopes to serve.
Why 5: Why is it important that the business have a more profound impact on the lives of those they hope to serve?
Answer 5: So that business can help its customers reach their full potential.
This is just a quick example. But it illustrates how you can move from a bland message like “our brand helps your business make better decisions” (the answer to the first “why”) to an emotionally charged message like “our brand gives your business the power to help your customers reach their full potential” (the answer to the 5th “why”).
The 5 Whys technique can be a powerful brand messaging tool. It offers significant benefits for refining your thinking. By systematically asking "why" five times, you can get beneath the surface of your thinking, and ultimately uncover your core brand insight.
This effort can help you achieve newfound clarity. By getting past old assumptions and superficial explanations, you can distill the message into its most essential form, eliminating ambiguity and ensuring a compelling message.
Additionally, by probing beyond superficial expressions, you can create something that connects with the genuine motivations and aspirations that underpin the brand. This authenticity helps your brand resonate with audiences, building trust and fostering long-lasting relationships.
Finally, it will help spark innovation for your brand by uncovering fresh perspectives that can lead to groundbreaking brand messaging that enables you to stand out in a crowded marketplace and resonate with those you hope to serve.
By embracing the 5 Whys technique, you'll uncover the emotional core. And in the process, unlock the true potential of your brand.