Here's how to build a strong brand online with why, how, what and the Golden Circle

You can use the answers to your why, how and what from the Golden Circle model to stand out among your competition.

What is the Golden Circle (the why, how, what model)?

You may be familiar with it. Simon Sinek's Golden Circle model. A popular marketing model used by top brands that want to stand out from the rest.

This model is used to make products/services meaningful. So it is not just about brands selling things, but offering something more. A feeling.

After all, when you as a brand understand and share why you exist, people can connect more easily. And in a world full of choices, that helps us decide what suits us.

That's exactly what why, how and what are all about.

The 3 elements of Simon Sinek's Golden Circle: why, how and what

Let's take a deeper look at the why, how and what of Simon's model. The order here is important. First "why," then "how" and finally "what.

After all, the 'why' shows what you stand for. The 'how' shows how you are committed to that. And the 'what' shows the final result.

With that sequence, you ensure an emotional connection between your customers and your brand from the beginning.

Still vague? We explain it to you further below.

Why

The why or why is most important, because it all starts with this fundamental question: why do you do what you do? The "why" reveals your motivations. Your deeper purpose. It forms the core of your brand identity.

It's why people are attracted to your brand and want to participate. Your "why" brings emotion and meaning into the mix. As a result, you not only attract customers, but turn them into ambassadors who want to share your message.

Take Apple, for example, which starts with their 'why': challenging the status quo and thinking differently. This "why" quickly appeals to people who also like to challenge the status quo or think differently.

How

By how or the how, you're talking about how you do things. Imagine you have a passion for sustainability and with your brand you want to make the world a greener place (your why).

The how is then about the steps you take. Using recycled materials, for example. Or minimizing your carbon footprint by working only with local suppliers.

This how shows that you are not making empty promises, but really taking action. By sharing your how in a clear and honest way, you give people confidence in what you are doing.

This adds a practical layer to your story and completes it.

What

Your what or "what" is about the tangible part of your why.

Take a company that wants to encourage people to live healthier lives (the why). The what could then be something like sportswear and fitness gear.

But that what can also consist of other things related to the why. For example, think of a cookbook or maybe a bed. Or a bicycle.

When your what connects to your why you show people that you do what you stand for. With other brands, that connection is often less obvious.

Think back again to the example of Apple. With their why (challenging the status quo and thinking differently) they can come up with almost anything.

Now Apple is known for computers (and now the iPhone), but people would just as easily buy an Apple car, sofa or washing machine, so to speak. This is because their why connects to their what. That's the effect this model can have on your brand.

Your brand in the spotlight: The why, how and what on your website

Ultimately, it's about connecting your target audience to your brand. Of course, your website is central to this. It is your digital home base and the place where your story begins.

Here it should revolve around your why, how and what. Think of it as your brand's shop window. Make what you stand for concrete here by, for example:

• Highlighting your mission and vision (directly on the homepage, for example)
• To tell your visitors why your brand exists and what makes your brand different
• On your 'about us' page show your story and the reason you exist
• Reflect your why, how and what in blogs, articles, videos and photos
• To show how you operate and what the company culture is

This way, visitors know exactly who you are as a brand and what you stand for. In doing so, you ensure a good match with customers who will eventually actually become fans of your brand.

Why, how and what in your content and social media

Okay, if all goes well, now you know a little bit about how this model can help you. But let's make it a little more concrete.

In all your content it is wise to reflect the why, how and what. So that's not only on your website but also, for example, in a newsletter. Or in a Linkedin post. Or in a poster.

So show what you stand for and who you are. An example:

Company: Gardener Thijs 

Why: Bringing nature closer to people in a sustainable way
How: By making the environment greener, we bring nature closer to people
What: We make the environment greener and bring nature closer to people by better designing and landscaping home gardens.

Instagram post: "We only drive electric cars"
Linkedin post: "The importance of a green garden for our health"
Website blog article: "Read our tips for a green and sustainable garden"

Of course, this is just a quick example. But so much can be gleaned from this. Also for inspiration for new content. It is looking at your brand in a different way. From why, to how and then to what. And not the other way around.

Ultimately, it's about consistently showing who you are so that your online presence is recognizable. Or in short, show what drives you. Because that's how you connect people to your brand.

This article was written on December 11, 2023