Have you ever looked around a company’s advertising and marketing channels – scrolling through social media, watching Youtube ads, or even on billboards as you pass them on the highway – and noticed even some of the larger businesses that spend $1 billion on advertising seem to be shouting the same message as everyone else? They proudly proclaim what they do, listing features and benefits in the hopes of capturing your attention.
But in today’s crowded marketplace, simply stating what you offer is no longer enough to differentiate yourself.
Consumers crave something deeper, a connection that goes beyond just products and services, and they are willing to pay for it. In fact, studies show that consumers are 4-6 times more likely to buy from a company or protect it “in the event of a misstep or public criticism” if they feel it “has a strong purpose.”
This is where the concept of ‘why’ marketing has taken center stage.
It’s a strategic shift that has moved the focus from what you do to the deeper purpose that fuels your organization, the driving force that informs everything you and your employees say, do, think, feel, and love about your business, the WHY.
It’s about understanding the reason behind your existence, the impact you strive to make, and the values that guide your every decision. Most importantly, your ‘why’ is what customers today care most about, and it’s the reason you need to stop marketing what you do and start marketing why you do it.
The Psychology of ‘Why’ in Marketing
So how does focusing on your ‘why’ translate into real results?
It all boils down to human psychology, i.e., emotional advertising.
Today’s marketing experts understand the power of emotional connection, often appealing to feelings of nostalgia or memories in their ads (think Santa Claus holding a Coke bottle or GEICO bringing back the Caveman during Superbowl commercials). Emotions are a key aspect of effective marketing, and the best and brightest advertisers in the world have made fortunes figuring out how to pull just right at their customers’ heartstrings.
But amidst this new-wave marketing shift, building an emotional connection is no longer limited to 15 second ads and displays on the sides of delivery trucks.
Rather, your ‘why’ should be like the DNA of your brand, woven into every fiber of your business from head to toe.
By deeply defining and incorporating your brand’s greater purpose, you tap into a deeper wellspring of connection than mere features and benefits ever could. You create a meaningful story, a narrative that resonates with each individual member of your target audience on a deep and personal level. In this way, they begin to see you not just as a brand, but something much larger and intangible, a company that shares their values and aspirations, a force for good.
This emotional connection fosters a sense of trust and loyalty that keeps your brand at the forefront of their minds long after they’ve encountered your marketing message.
Transparency Breeds Trust: Why Authenticity Matters
Consumers today are bombarded with marketing messages that seem to have lost their luster.
Slogans like “View our award-winning products,” “Explore our cutting-edge technology,” and even “World’s Best Pizza” have consumers casting devious stares in advertisers’ direction. They have grown increasingly skeptical and can sniff out inauthenticity a mile away.
Focusing solely on the ‘what’ can come across as hollow and self-serving. However, by sharing your ‘why,’ you demonstrate transparency. You show your audience the heart and soul behind your brand, the driving force that motivates you every day to do what you do.
This authenticity builds trust, a critical ingredient for fostering long-term brand loyalty. Customers who connect with your purpose become invested and turn into brand advocates who spread the word organically, and it’s this type of personalized experience that can really get people to lift your brand up and cause it to take off.
Why Businesses Mistakenly Put the Cart (‘What’) Before the Horse (‘Why’)
It’s a common occurrence: businesses rushing headlong into marketing channels and promotional tactics before taking the time to establish the foundation of their brand. They invest heavily in advertising campaigns without a clear understanding of their target audience or the message they want to convey.
The reason? They’re too focused on the ‘what’ – the features they offer, the benefits of their products, the price – instead of the ‘why’ – the fundamental purpose that started it all. The ‘why’ doesn’t just set a brand apart from its competitors, it also provides a clear framework for its employees that helps keep them engaged, which is important for establishing a culture of clear communication and understanding of what’s expected.
Unsurprisingly, employees who are more engaged “can lead to a 202% increase in performance,” according to TeamStage.
A strong ‘why’ becomes your North Star, ensuring that everything the brand says and does aligns with its core purpose. By prioritizing your ‘why,’ you gain a clear understanding of your brand’s identity and the value you have to offer, and it will help guide every decision you make, from the projects your company chooses to pursue to the culture and community it fosters.
This clarity translates into a more focused and effective marketing strategy, which makes it easier to tailor your messaging to resonate with your target audience, choose the most appropriate marketing channels, and craft content that truly connects.
When you tap into your core purpose and share your story with the world, you unlock the power to build genuine connections, establish lasting brand loyalty, and achieve sustainable growth with a community that wants to see you succeed.
For inspiring examples of ‘why’ marketing in action, check our web design blogs, which ranked among the top 10 in Boston out of thousands of contenders based on traffic, social media followers, and the freshness of content. At Millennium, we emphasize the ‘why’ behind everything we do. We showcase the passion that drives our team and the positive impact we strive to make for our clients by weaving our core values and purpose into our work. We strive to go beyond technical expertise and demonstrate a deep commitment to crafting exceptional web experiences that unite seamlessly with our clients’ goals and visions. We hope our story inspires you to embark on your own ‘why’ marketing journey!
A Word from Linda Fanaras, CEO & Strategist of Millennium Agency
In today’s saturated market, simply listing your features, benefits and offerings won’t cut it. Consumers demand more – and want more – this includes a genuine connection that transcends products or services into understanding the why behind it, and then they’re willing to invest in it.
Check out the studies that clearly reveal that companies with a solid purpose are 4-6 times more likely to earn consumer loyalty, even in the face of criticism and competition. If you are a business owner, a marketing executive, or just want to turn around your businesses’ ability to drive more results, make sure you implement the ‘why’ marketing: a strategic pivot that shifts focus from ‘what’ you do to the deeper purpose driving your organization. Start articulating your reason for existence, the impact you aspire to achieve, and the values shaping every decision. Crucially, your ‘why’ is what resonates with consumers, making it vital to the market not just what you do, but why you do it.
About Millennium Agency
Millennium Agency is a nationally recognized, top woman led B2B branding, positioning, and digital marketing firm who creates value that builds emotionally impactful brands that influences your customer’s buying decision, giving you the competitive advantage. As your industry partner for B2B pharma/biotech, technology and manufacturing, our proprietary research-based framework makes a strong impact and accelerates your brand growth. While you focus on what you do best – running your business successfully – our team will build your brand and drive leads. For more information, call 877-873-7445 or schedule time here.
