Don’t Just Share What You Do. Share WHY.

What type of business do you run?

You might say, “I’m a business coach” or “I’m an interior designer” or “I’m a psychologist.” That’s your job title. But what’s your mission?

Why do you do what you do?

Why do you get out of bed every morning? Why did you start your business? Why did you launch your latest product or service? Yes, obviously, to earn money, make a living, pay your mortgage and save for retirement. But when you dive beneath that, there’s probably another, deeper reason why you do your work.

This is what connects people to your brand and creates an engaged, loyal following.

Apple sells computers and other digital products. That’s what they do. Here’s why they do it: “Everything we do, we believe in challenging the status quo. We believe in thinking differently.”

Harley Davidson sells motorcycles. That’s what they do. Here’s why they do it: “We believe in going our own way, no matter which way the rest of the world is going. We believe in freedom and bucking the system.”

She Should Run offers support and training to women who are interested in running for public office. That’s what they do. Here’s why they do it: “We believe that our democracy will benefit from the varied perspectives and experiences that women bring to leadership.”

Hopefully, you can articulate what you do. Maybe you lead workshops. You write books. You work 1:1 with clients. You speak at conferences. You lead fitness classes. You renovate houses. Next, go deeper. Try to write one or two sentences explaining why you do it.

For inspiration, watch Simon Sinek’s brilliant Ted talk from 2009, called “Start with Why.”

To build a compelling brand like Apple, Oprah, Nike or Glossier – a brand with a strong and loyal following – they key is expressing why you do what you do. This is how you’ll attract clients and customers who believe what you believe – clients who feel a strong emotional connection to you.

Go deeper. Dig inside. Uncover what drives you, what inspires you, what you long to contribute to the world. Find a way to express this deeper reason for being in business to potential clients. Express it on your website, on your podcast, in your marketing, in person, in everything you put out into the world.

If you want to create a beloved brand, don’t just share what you do. Share why.