Getting to the Ooey Gooey Center of Your Brand

In this era, you can put “brand” before any word and you will sound like a marketing wiseman. Brand pillar, brand essence, brand architecture, and the list goes on. Here is a glossary of branding terms if you are curious, but often these definitions blur together and you may find yourself lost and more confused about your company’s brand than ever before.

Branding really starts and ends with one question: Why? The answer will lead you to your ‘ooey gooey center,’ the main ingredient to your branding success.

In Simon Sinek’s famous 2010 TED talk, he claimed, “People don’t buy what you do. They buy why you do it.” Sinek presents the idea that, even if they are not aware of it, customers make their purchasing decisions not on the features of your product or how you operate, but your reason for existing.

Uber is a great example of a company who has caught on to this. Their mission statement reads, “Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers.”

It is clear by this statement that Uber is here to revolutionize transportation, allow people to experience more places, and open up jobs for drivers. It just happens to be an app.

So before you spend time reflecting on things like types of brand architecture or brand identity vs. brand image, first ask yourself:

What is your ooey gooey center?


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Hannah Maschwitz
Hannah Maschwitz

Hannah is the Digital Project Coordinator at JStokes Agency and a lover of new technologies, marketing strategies, and creative endeavors. She is also a self-proclaimed homemade ice cream and pizza expert and dedicated foodie.

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