Your Brand's Highest Calling

At the recent Inc. 500 conference, we heard Simon Sinek share his idea of the Golden Circle, which explains why some people and organizations are more innovative, more influential, command greater loyalty and can repeat their success over and over. Whether it's a Fortune 500 brand or your own personal brand, those that succeed look beyond what they do and how they do it, to why the brands exist in the first place. We think of this as a brand's highest calling.

For example, our client Town and Country Bank in central Illinois exists to remove the stress and anxiety of managing money for their customers. Sure, they offer checking accounts, home mortgages and retirement planning - the "what". And they do it with a smile over a cup of coffee - the "how". But ultimately, they exist to help their customers - their friends and neighbors in Springfield - reduce the anxiety of financial management. This higher calling drives their marketing, interior design, and virtually every other aspect of their brand. It starts at the top with their CEO, who lives their brand's values every day.

Once you discover your brand's highest calling, your purpose comes into focus. Wildly important goals that are in line with this purpose suddenly trump short-term deadlines. And explaining what your company does - whether to your great aunt or a prospective client - becomes easier.

How do you get there?

It isn't easy, but it starts with asking the right questions of the right people, including your customers. Many companies hire objective consultants to help with the research and process. A consultant might ask:

• Think about your best day. Who did you help and how did they benefit?


• When your customers go home at night, what impact did you have on their day?


• Think about Maslow's hierarchy of needs. What needs does your company fulfill, and how far up the pyramid are they?

At REQ, we help brands define and live up to their highest calling online.

What is your brand's highest calling? Call us and let's talk about it.