"We don't buy what we want, we consume what we want to be."

John Hegarty

Why - How - What

We start developing a brand, a product, a website or a service by asking why it exists or what drives entrepreneurs. We develop the key messages that get to the heart of the individual product or service as well as the entire company. When the key messages are short and concise, we combine the respective product features.

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No one could explain this approach better than Simon Sinek in his video about the golden circle of corporate communications.

WHY - why

Why do you do what you do? What is the inner drive? What is the intrinsic motivation?

HOW - How

How do you realize your inner drive? What kind of specific behavior results from the "Why"?

WHAT - what

What is the result of the previous knowledge?

Branded Interaction Brand BIOS

Brand behavior

The brand behavior, which describes the behavior and thus the character of the brand.
Goal: experience

Brand offer

The brand offering that defines the central performance feature of the brand - and thus the actual benefit for people.
Goal: relevance

Brand importance

The unique, tangible, relevant and credible core of a brand, which can be felt in brand behavior, visible in the brand image, told in the brand history and used in the brand offering.
Goal: authenticity

Brand image

The brand image that describes the brand in its symbolic character, its iconography.
Goal: uniqueness

Brand history

The brand story, which tells the origin, the myths and legends of the brands.
Goal: credibility

The basis for sustainable and authentic brand development. Source: Branded Interactions

Example:

Be successful in the long term. Why actually? What is the point behind a company that is ecological and geared to the common good? We have analyzed a company that could exist on the market according to the “why, how, what” principle by Simon sinnk. 

Starting position

The world is a restless place right now and will probably also be in the near future. Lobby, interests, opposition, exclusion. The question of how we want to deal with one another and with our world - that is, the environment - is also part of this debate. The ecological footprint, the first world, the second world, the third world. Our world is becoming more and more complex - many new possibilities lead to a lack of orientation. In addition, we can no longer do everything right in our environment - if there was ever an opportunity. From living to eating to activities. Somewhere you always use something that was made at the expense of other people or nature.

Why

If you can't do everything right, why are there companies that follow what is known as the economy for the common good. So companies whose purpose is to make the world a better place without being a non-profit organization?

Social business in the energy sector means: love for the environment, love for nature, love for us, love for our children, love for our fellow human beings. However, we know that in the modern world, no one can ever get everything right. But we also know what can be done if you just want to. Each of us moves in different groups or units: With yourself, your partner, family, friends, acquaintances, groups, companies, associations, organizations, with your city, state, state, group of states, continent and with your world. 

Our earth therefore consists of each and every one of us. We are this world. So it is everyone who defines everything - no matter how big it gets. Everyone can do it right - at least more correctly than they have done it before. You can just start living more sustainably. One can eat more consciously, become more attentive to others and the environment. You can live and share that. Alone, with his partner, with his family and with all other larger groups and affiliations.

Now every individual in the energy company can be this person. You are the unit that sets out together to live mindfully with us and our environment. They help each other to achieve this and share experiences and successes. The company has the role of orientation. It sets the direction for sustainability and mindfulness.

How

How do you do that? The company is becoming a community with a clear goal: to live more consciously and mindfully on our planet. They do this by strengthening each other and providing orientation. Everyone starts with themselves. They exemplify mindfulness, which is not only reflected in the relation to ecological products. They are looking for people who want to live more mindfully with them.

They look forward to suggestions from each individual; from your own employees, partners, customers, acquaintances, friends and supporters. You pick it up, look for ways to implement it, and just do it.

They know that a guilty conscience is a very bad companion. Therefore, they never try to approach their goal negatively. They convince with great ideas, live it and report on it. Everyone can doubt, everyone can be disoriented, everyone can fail - that's life. But everyone can find their way back, everyone can learn and report on it.

What

The company knows that they cannot yet solve all open issues for the careful treatment of people and the environment at the same time. You have specialized in the energy sector and offer products made from 100% sustainable generation.

The idea is based on an incredibly simple principle: a circle. A simple cycle. So keep it to yourself: everything you do has to be simple and understandable. No matter how complex the topics are, they show in an easily understandable way what is behind them and why is what is happening. They value their customers and help them to live sustainably and mindfully in everyday life. They support people who want to share the awareness they have gained in their environment.

They want to be a great community that one would like to belong to. Not an elite, but extremely down to earth. Everyone can be there, passively as a silent supporter or actively as a navigator. Everyone gets the support they want to make the world a better place.