Get your swim goggles on, we’re deep-diving into your why…
Ever heard of this powerful exercise that could help transform your branding?
We’ve all been there. You sit down to write about your business and what makes it different and find yourself staring blankly at the screen. The Five Whys technique can help. I came across this technique pretty recently but it was originally developed by the Japanese manufacturer Toyota as a problem-solving tool. It is designed to uncover the root cause of an issue by repeatedly asking Why?
Though it wasn't created for branding, you might find it helpful for uncovering the deeper purpose behind your business. Because your first answer is probably not your most meaningful one (mine certainly wasn’t).
How it works
Start with line or two about what your business does. Then ask yourself: Why?
Whatever answer you give, ask Why? again. Repeat the process about five times (or until you hit on something that feels like ‘ah ha that’s a bit of me!’).
You’re trying to move beyond surface-level descriptions that will likely sound generic - like everyone else - and uncover your purpose and the motivation that is driving you and your business. You want to tease out your brand story.
An example
Let's imagine you sell handmade skincare products.
What do you do?
I make natural skincare products.
Why?
Because I wanted alternatives to products that irritated my skin.
Why does that matter?
Because many people struggle to find skincare that feels gentle and trustworthy.
Why is that important?
Because when people feel comfortable in their skin, they feel more confident.
Why does confidence matter?
Because confidence affects how people show up in their everyday lives.
Why is that important?
Because everyone deserves to feel comfortable being themselves.
Now compare those two positions:
"I make natural skincare."
versus
"I help people feel comfortable and confident in their own skin."
Same business. Very different brand story.
Why this matters for branding
Most business owners stop at the first answer. And that's often why branding can feel generic.
If your entire brand is built around:
"I sell candles."
"I make jewellery."
"I offer social media management."
"I sell cute stationery."
You're competing on products and services alone. But you want the right customers for your brand to find you and feel like they are part of your community. They understand why they should buy from you over other - why your products / services are perfect for them.
The Five Whys helps uncover those emotional drivers. And emotions are where memorable brands are built.
Don’t overthink it
Try not to feel pressured to come up with some world-changing mission statement - not every handmade mug needs to solve global problems. Maybe pick a place where you can think without distraction. Or try thinking while you’re out walking.
The goal isn't to make your business sound more important than it is. The goal is to understand why your work matters to the people who buy from you.
Sometimes the answer is super simple. Maybe your products bring comfort; they create joy (wow isn’t that a Christmas carol?). Perhaps they save time - something so valuable in itself. Or maybe they help people celebrate special moments in life.
These are all valuable.
Questions to ask yourself
If you want to try the exercise, start here:
Why did I start this business?
Why do customers choose me over alternatives?
What changes for my customer after they buy from me?
What problem disappears because of my product or service?
How do I want customers to feel when they interact with my brand?
Why does that feeling matter?
Keep going until you move beyond features and into benefits and meaning.
That's usually where the good stuff lives.