THE 5 W'S ARE OUT OF ORDER...
You all learned it in grade school for your very first writing assignments. The 5 W's: Who, What, Where, When, + Why. We are here to tell you those are in the wrong order. You should be starting with "Why." "Why" should be your priority. The "why" is what really matters.
As someone in their first year of business, I can tell you that I am more motivated than ever when I come back to my purpose. After 90+ hour weeks, it's easy to keep peddling and keep the bike moving, but when you take a step back and look at why you are on the bike in the first place, everything changes.
Simon Sinek says it best. When you are really in tune with why you do what you do, people notice. You attract the right audience, you hire the right people, and you make the right products.
Video Source: Ted.com
Another way to say this is, "So what's your story?" We are in the business of marketing. And we believe that good marketing tells your story. Stop trying to sell people on what you do, or what new product you are putting on shelves. People want connection. Consumers purchase from people they trust. So how are you building that trust? On what platforms are you making contact with your ideal consumer?
Your story should be communicated through everything you do. This is why strategy is so important. This is why you need to really define who you are, what you believe in, where you will market, when you will launch, and why you started your business in the first place before you even begin brainstorming a logo, a brand kit, a mission statement, a website.
You: "So you're saying there is homework to do before I ask you to design a logo?"
Me: "Damn Right."
I promise you we won't sell you things you don't need. I promise when we submit proposals to you and your business that it includes everything we truly believe your business needs. That is our purpose, our "why." We are in the business of telling your brand story, the RIGHT way. We are in the business of setting you up for success.
And I guarantee, when you invest in your identity from the get-go, you set yourself and your team up for success. It's kind of like buying a used car that may or may not need a new transmission. You buy the car because it's cheaper and you want to save money, right? But after a new timing belt, oil change, tires, and yup.. that transmission failed, you end up investing more. More time. More money. More headache and you are back at square one. We are not in the business of selling broken cars, or broken brands for that matter.
We are asking you to start with the "why," so we can build a brand that will be with you for a long time, one that tells your story, one that reaches your consumer, and one that builds loyalty.
- Chief Innovation Officer, Jordan Lacenski
