Get clarity on your Why, How, and What: With our Golden Circle template

The Golden Circle as a communication concept

The Golden Circle is a thought model by Simon Sinek and thus describes a communication concept that is adapted by successful brands. It describes why the brand does what it does and how it does it. Sinek sees the main problem in the fact that many companies know what they do – but not necessarily how and why. In his model, the Why, or Purpose, is the central starting point. Inspiring brands start their story with intrinsic motivation, because the question of purpose is becoming increasingly relevant to brand strategy. The Purpose has an impact on the Why and What.

The Brand Purpose as a Basis

The three questions, “Why does the brand do what it does?”, “How does the brand do it?” and “What does the brand do?” are presented in three circles; in the innermost the why, in the outermost the what. The Brand Purpose defines why the brand is in the world and captures the business ethical stance that benefits companies and society. This should be formulated first and forms the core of the strategy. Based on this, it is described how the brand pursues this Purpose – differently than the competition. The third step is to define what the brand does or what promise it makes to the outside world in order to fulfill its purpose. The what thus describes the added value for customers and stakeholders of the brand.

A strategic foundation

A coherent Golden Circle forms the basis for the strategic and communicative orientation of the brand. The goal of successful brand communication is to convey to potential customers in an understandable and convincing way why a brand does something, how it does it, and what added value results in the end.

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