The golden Circle


We start developing a brand, a product, a website or a service by asking why it exists or what drives entrepreneurs. We develop the core statements that sum up the individual product or service as well as the entire company. When the core statements are short and concise, we combine the respective product features.

Nobody could explain this approach better than Simon Sinek in his video about the golden circle of corporate communication.

Why how what Why how what Analysis Heinrich

WHY - why

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

HOW - How

How do you realize your inner drive? What specific behavior results from the “why”?

WHAT - What

What is the result of the previous findings?

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 offer, which defines the central performance feature of the brand - and thus the actual benefit for people.
Goal: Relevance

brand meaning

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

brand image

The brand image, which describes the brand in its symbolic character, its iconography.
Goal: Uniqueness

brand history

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

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


Sustainably successful. Why actually? What is the point behind an ecological and community-oriented company? We analyzed a company that could exist on the market according to Simon Sinnek's "Why, how, what" principle. 

initial position

The world is a restless place right now and will probably remain so in the near future. Lobby, interests, against each other, exclusion. The question of how we want to deal with each other and with our world – i.e. 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 the possibility ever existed. From housing to food to activities. Somewhere you are always using something that was made at the expense of other people or nature.


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

Social business in the field of energy 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 every individual in the modern world can never do everything right. But we also know what you can move if you really want to. Each of us moves in different groups or units: with ourselves, our partner, family, friends, acquaintances, groups, companies, associations, organizations, with our city, state, state, group of states, continent and with our world. 

Our earth therefore consists of each and every one of us. we are this world So it is each individual who defines everything after all – no matter how big it gets. Every individual can do it right – at least more correctly than he has done so far. You can just start living more sustainably. You can eat more consciously, become more mindful of 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 single person in the energy company can be that person. They are the unit that sets out together to live mindfully with us and our environment. They help each other to do this and share experiences and successes. The company has the role of orientation. It sets the direction for sustainability and mindfulness.


How do you do that? The company becomes 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. Each individual starts with themselves. They exemplify mindfulness, which is not only reflected in the purchase of ecological products. They are looking for people who want to live more mindfully with them.

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

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


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

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

They want to be a great community that you want to be a part of. No 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.

Here we go

Sign up if you are interested in our services. I look forward to your challenges and am happy to take the time for a detailed discussion. 

Andreas Heinrich Marketing 1 2
I look forward to meeting you. Yours Andreas Heinrich