I love this quote from Simon Sinek: 'People don't buy what you do, they buy why you do it.' (You can watch his TEDTalk here.) It's a really key point when I'm creating brands for clients.
The why is a powerful part of your story, and people like stories. They want to engage with the reason you're in business, the vision or mission you bring to the world, and if it resonates with them then they'll feel like a part of your tribe.
Innocent is a good example of a business whose why is a fundamental part of the brand. The founders believe in creating drinks using simple, fresh fruit with social and environmental responsibility. This vision is clear on all their packaging and publicity and shines through the visual branding. The brand identity communicates that it's a company for people who care about healthy food, and those people flock to buy the products.
So when Simon Sinek says 'start with why', it's good advice for your business brand. Why are you in business, what is it that you want to bring or change? What's the bright idea or burning ambition behind what you've chosen to do? That's the sweet spot - let that shine through your brand and your tribe will soon follow.
To find out more about how Aligned Design Co. works with businesses to create brand identities, drop me a line at firstname.lastname@example.org.