Find your why

We are almost at the end of 2020 and it has been a crazy year! At one point it almost felt like time stood still!

But the fact is that time never stood still, your business was still in the market, whether it was open or closed, people were still aware of your brand. And more than ever I realized how important the brand of your business is.

Because in a time like what we just went through and your business has to close, all that you have left is what your brand communicates to everyone.

And that all starts at the very beginning when you start your business and decide what you want to be known for. But another big realization popped up for me, and that is that a lot of people don’t actually know why their brand is so important and why you have to decide what it communicates.

“People don’t buy what you do; they buy why you do it. The goal is not to do business with everybody that needs what you have. The goal is to do business with people who believe what you believe.” – Simon Sinek.

So, what do you believe?

Leadership expert Simon Sinek, also the author of Start with why, developed a model called The Golden Circle.

The Golden Circle can help you identify the purpose behind your business, or actually anything in your life.

Simon’s circle has 3 parts:

Why – the reason you are passionate and why you exist

How – the things that differentiate you from the competition

What – the products or services you offer to your customers

This right here is your kickoff point.

We found a quick way to help you get an idea of what your brand should be, just answer these questions:

Why do you exist?

What differentiates you?

What problem do you solve?

Why should people care?

And when you know these for things, try and fit them into a sentence.

Want to see how easy? Here we go:

Why do you exist?! We want to help small businesses with import and exporting services

What differentiates you? We also import our products and know the struggles businesses face.

What problem do you solve? Working with BIG exporting companies and getting lost in the crowd.

Why should people care? Because we care about small businesses and entrepreneurs.

So, what we want our brand to be; We want to help small businesses with import and exporting services, because we also import our products we know that working with BIG companies can be a problem, and we care about small business owners.


I know, to a lot of people when you hear the word brand you might just think of colors, a logo, or a catchphrase like “finger-licking good”. But it is so much more.

So, before you create your mood board, or even choose your name, start with the heart of your business. After all, a business to an entrepreneur is like your baby, so take care of it.

Until next time

C&F team

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