No, we’re not going to talk about the Kingsman movie. (For you fans, sorry!) But we are going to talk about why some brands are so charismatic while other aren’t.
Why is that? One reason is that charismatic brands speak in why’s, rather than how’s and what’s—it’s what Simon Simek calls the Golden Circle.
All of us who work on behalf of brands strive to make our brands lovable enough to qualify as charismatic. A charismatic brand is a brand that people believe has no substitute.
What does this have to do with a Golden Circle? What are these why’s and what’s all about? We’ll tell you…
All brands know what they do, and most know how they do it. But not all brands know why they do it. Charismatic brands do know why. And, more importantly, they communicate around their why’s. They build content to show off what’s unique about their brands; what’s interesting about how it was founded; what problem they exist to solve; what aha moments they’ve had; and how those moments influenced brand evolution. They have core beliefs—raison d’etre—and they’re not shy about them.
Why does this work so well?
The simple truth is that people want to do business with people who share their beliefs. This is grounded in biology. The human brain is broken into 3 components: the Neocortex corresponds with what level and is all about logical thought, but the middle two sections make up our Limbic brain, which is about emotion—and emotion is what truly drives human action.
So when we communicate from the outside in—about how and what—people can understand the benefits our brands offer. But that doesn’t drive behavior. However, when we talk from the inside out—about why—we do drive behavior because the Limbic brain controls decision-making and gut behaviors.