Three Reasons Why The Golden Circle Is Indispensable In Establishing Your Brand As A Cult

Before we jump on the reasons as to why the Golden circle is important, it's imperative we understand what exactly is the golden circle.

Golden circle talks about the bottom up approach for any brand. There are three concentric circles in it, the bottom most being the 'Why you do what you do?'. Basically why are you dealing with the product or service you are currently marketing, is it because you want to solve a problem or do you want to share your passion for something with the world.

The second concentric circle is how you are going to achieve about why you started your business. What is your methodology and what are your unique processes?

The third and the final concentric circle is What. What do you do? Unfortunately, the last circle have been romanticized so much that people think only on this part but the actual reality is a customer doesn't buy a product or service because you are marketing it well, they buy it because of  why you do what you do. 

Describing why is the most challenging part of any business because it comes from the limbic brain (your behavioral and emotional responses) which makes it very difficult for it to be put into words. It usually doesn't have the potential to be described via a set vernacular.

The Golden Circle thus becomes the essential combination of why, how and what which is at the core of any brand.

Now that we have established what exactly the Golden circle is, let's see what are the three reasons why you need to spend so much time and attention on the Golden circle.

1. Because it talks about the core motivation of the business

Once you know why a business comes into existence, everything flows naturally henceforth. It makes your brand stand out, figures out the USP and gives it the authentic pedestal it so deserves.

2. It gives all the stakeholders a purpose

The why of a brand drives your brand, it is basically the captain of the wish, it sets a goal, envisions a destination thus making it easier for all stakeholders to figure out the journey. It is as easy as selecting a location. Understand from the metaphor, that you want to go to Paris to buy Macaroons, your goal and your reason is set, now it becomes easier for you to set the how and what part of it, how are you going to get those macaroons? Are you going to send someone else? Will you be going yourself? What mode of transportation will you be choosing?

If the why is missing, everything else becomes vague and ambiguous. It is just roaming around purposelessly.

For eg, Apple has their Why as challenging the Status quo, when they started with their computers, they didn't decide what are they going to do? They decided why are they going to do something. Even before launching the cult classic, ipod, it was a way to challenge how people look at music. What they want to do and how they wanted to do it came later.

Once you know why are you doing it, it fills in all the stakeholders not only a sense of purpose but motivates them to work on it as their own. 

3. It serves a key direction to all the partner Companies and marketing agencies 

Without even sharing a brand brief, without an introduction, the partners and the marketing agencies would know in which direction do they have to focus their efforts on. Be it designing communication or even selecting the demographic for Ad, without the golden circle it is all hit and miss, like shooting in the dark, you don't where you are shooting and who you are shooting. It helps people, agencies, employees and even customers become advocates of the brand.  The Golden circle isn't called Golden without a reason!

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Credits: Editing by Dimple

Reference: Start With Why | Simon Sinek