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Question mark illuminated on a wall as part of an article about your brand's why.

Uncovering your brand’s why is critical to its success.

History shows us so. Why?

Well, some of the world’s most influential brands have based their entire marketing strategies around the why – rather than the what or the how – to great effect.

Let’s take a closer look at why the why can be so impactful.


Illuminated words 'Do something great' against a black background.

Success starts with unmasking your brand’s why. Credit: Clark Tibbs on Unsplash.

Brands That Have Nailed the Why

Here are three iconic names that have demonstrated how finding your brand’s why can reap huge dividends.


Company founder, Richard Branson, created a pay-for-what-you-use business model with Virgin.

Sure, it’s also a young, hip, and cool brand, but that is more about its what and how.

Virgin’s why is about finding gaps in the market – airline, gyms, music, credit cards, etc – and creating a service that charges based on what their customers want.


Virgin Australia plane flying in the sky.

Virgin is flying high, thanks in part to giving customers what they want. Credit: Troy Mortier on Unsplash.


This brand is the most popular of the why examples because of how powerful it is.

Apple entered the industry with the intention to disrupt the status-quo, create something totally unique, and completely change the user experience.

One of its prominent iPhone billboard campaigns is proof of this. It features high-quality and striking photos that have all been taken using an iPhone camera.

Apple doesn’t bother mentioning the specifications or price of the phone – they go straight to the why: enabling users to take exceptional photos whenever and wherever they like with their device in hand.


Person taking a photo on an iPhone while sitting on a cliff-face overlooking water.

Quality pics, whenever and wherever you want to take them. Credit: Nadine Shaabana on Unsplash.


The global company states its brand why clearly in its mission statement. That is: “To build the web’s most convenient, secure, cost-effective payment solution.”

Simple and effective. PayPal nails it.


Smartphone displaying the PayPal logo.

PayPal: A customer’s best friend. Credit: Marques Thomas on Unsplash.

Customer-First Approach

Something all these companies have in common is a clear focus on serving their customers.

They have all brought themselves into existence to provide solutions and create better user experiences.

This is the big difference between the how and the what and the why – the why is about others; the what and the how are about your business.

In simple terms, it looks like this:

  • What: The business’ products and/or services.
  • How: How do you do it? What sets you apart? Why are you special? Perhaps, you serve a niche?
  • Why: Belief, purpose, values, (big) goals, vision – BHAG.

If you’ve never thought of your brand’s why, don’t freak out. You probably already have one – it’s just dormant and hasn’t been properly nurtured or integrated into your business strategy.


Open for business sign hanging on shop door.

Striving to provide customers with better experiences reaps rewards. Credit: Jennifer Bonauer on Unsplash.

How to Identify Your Brand’s Why

Here are a few quick questions to consider to help you unlock your brand’s why:

  • What is your brand’s super strength?
  • What do you want to look back on and say, “I’m glad my business did that”?
  • Where does your business add value to your customers’ lives?
  • What excites you?


Woman smiling while sitting on couch with laptop in front of her.

Ask yourself: What excites you? Credit: Brooke Cagle on Unsplash.

Bringing Your Brand’s Why to Life

At Hunt & Hawk, we’re experts at helping brands identify and exploit their why.

Keen to learn more? Reach out to us today to make it happen.

Contact us at or book a meeting to chat.

For more marketing, branding, and sales tips and insights and plenty else, check out more of our blog.