e: info@squarkdesign.co.uk    t: 01476 245052

Brand Storytelling

Personal vs Business Why (and how to find yours)

There is a difference between personal why and the business why, both of which are integral to communicating your brand story. Although you generally communicate the business story, knowing and understanding why you go to work every day and are able to tackle the challenges  of business ownership give clarity and focus.

Let’s look at both and see what you need to identify them.

Your Personal ‘Why’

One thing I was taught was to keep asking yourself ‘WHY’ to each statement you present yourself with. This helps you identify the real personal reason why you do what you do.

I will use my personal story as an example.

Why do I do what I do?

Because I want to be able to financially independent. (WHY?)

Because if my husband died I want to be able to stay in my home. (WHY?)

Because I want to be able to protect and keep my daughter safe. (WHY?)

Because I want to be able to show my daughter that she can look after herself. (WHY?)

Because I was brought up not to reply on anyone else (WHY?)

Because they were taught the same or because they had no other choice.


My personal why then becomes: I want to make sure my daughter is independent and able to have a choice.

You can keep going on, but in the end you hit the core of what you are really doing it for. Of course the way question can keep going, but as shown above, it becomes less about you and more about the past. Stop at the bit where it stops affecting you.

Your Business ‘Why’

The business why is less emotional and can easily be defined if you are honest with yourself. The well known speech from Simon Sinek outlines this area well, and I am not even going to try and mimic the great man, but I am going to explain the importance of knowing that ‘why’.



Here are the questions we recommend answering:

– What inspired your business idea?

– What’s interesting about your business story?

– What is unique about your business?

– What problem is your company trying to solve?

– How has your business evolved?

– What’s your business purpose?

– Why does your company exist?

– What do you believe in?


After answering these questions, don’t be afraid to share them with your most trusted employees, advisors, and mentors. Seek the opinions of those who understand the company you’re building and your business purpose and ask them for constructive criticism.


Once you have both your personal and business why, you can now start using them in your brand story.


Now is the time

Talk to Squark Design and let’s start creating trust, loyalty and excitement in your brand!

Actionable branding tips that will boost your visual brand and set you apart from your competitors

When you are ready, get in touch

error: Content is protected !!