What is the How, What, Why Model: Definition, Components, and Examples

The How, What, Why model, also known as the Golden Circle, is a strong idea created by Simon Sinek. It shows how leaders and organisations can motivate people to take action. The model focuses on the fact that people connect more with a purpose or belief (the "Why") than they do with a product or service's features or benefits (the "What").

The Golden Circle says that if you clearly express your "Why," then explain the "How" you do it and finally share the "What" you offer, you can make a more substantial and fundamental value proposition. This way of thinking connects with the part of the brain that makes decisions. It helps build loyalty and real connections.

What is the How, What, Why model in brand identity?

The How, What, Why model, also known as the Golden Circle by Simon Sinek, is a powerful way to create a strong brand identity. Instead of starting with the "What" (the products or services), this model suggests brands begin with their "Why" – the main goal and belief behind what they do.

When brands focus on their "Why," they can build a stronger emotional link with their audience. The "How" explains the methods and actions that set the brand apart and highlights its unique way of doing things. Finally, the "What" represents what the brand offers, reflecting its purpose and attracting consumers who share its values.

This method clarifies the brand's message and builds authenticity and trust. In a crowded market, the How, What, and Why model helps brands shine by more meaningfully connecting with consumers.

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What is the relationship between the Golden Circle Model and the human brain?

The Golden Circle Model, popularized by Simon Sinek, is a powerful framework that resonates with how our brains function in decision-making processes. The neocortex, the outer part of the brain, is responsible for logical reasoning and analytical thinking. On the other hand, the limbic brain governs emotions, behaviours, and decision-making.

The model emphasises starting with "Why" to engage with the limbic brain effectively. By beginning with the purpose or reason behind actions, brands can evoke emotions and establish trust with their audience. Unlike the neocortex, which processes data and facts, the limbic brain responds to authenticity and shared values.

Companies that communicate their "Why" attract customers and cultivate loyalty and advocacy that transcends mere transactional relationships. This emotional connection forged through shared beliefs influences consumer decisions and fosters enduring brand-consumer relationships.

Understanding and leveraging the Golden Circle Model can help businesses create meaningful connections with their target audience, driving brand loyalty and sustained success in a competitive market landscape.

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Who developed the Golden Circle model?

The Golden Circle model is a simple but powerful way to understand what motivates people to take action. It was created by Simon Sinek, a well-known author, speaker, and expert in leadership. Simon has spent his career studying the traits of successful leaders and organizations.

His research shows that inspired leaders and businesses start communication from the inside out, beginning with their "Why." This central idea is the base of the Golden Circle. It helps people and organizations define their purpose and motivate others to act.

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Which books has Simon Sinek written on Brand Identity?

Simon Sinek does not write a unique book just about brand identity. However, his well-known book, "Start With Why: How Great Leaders Inspire Everyone to Take Action," provides a solid base. It shows how the Golden Circle model can create a strong brand identity.

The book discusses leadership and inspiration more. Yet, the main idea is that people connect with a purpose. This is very important for building a great brand identity. By starting with "Why," brands can share their values and beliefs, helping them create clear messages and meaningful connections.

Another important book by Sinek is "Find You Why." It helps people and teams discover their primary purpose. Even though it does not focus directly on branding, figuring out your "Why" can be very helpful. It can assist businesses in defining their brand's core and engaging with their audience more deeply.

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What are the three components of the Golden Circle Model?

The Golden Circle Model has three circles that sit inside each other. Each circle represents a part of communication: Why, How, and What. When using this model, you start from the centre and move outward.

• "Why" shows the purpose or belief behind what a person or organization does.
• "How" describes the actions taken to achieve the "Why." It includes the processes and values in place.
• "What" is about the actual products, services, or results that come from the "Why" and "How."
  
  

This model helps people understand the core message behind actions.

1. The "Why"

At the centre of the Golden Circle is the "Why." This is the key reason behind what a person or organization does. Their purpose or belief sparks their passion and motivates them to create change. Great leaders like Simon Sinek express their "Why" clearly, which helps others connect with their vision.

The "Why" goes beyond just making money—that's just a result of being successful. It focuses on the positive impact you want to have on the world and the lasting change you wish to bring. Knowing and sharing their "Why," individuals and organizations can inspire others, build loyalty, and encourage real action.

People who connect with your "Why" care more about your success. They see you as family, not just as a seller of goods or services. They think of you as a partner in reaching a common goal. This strong bond is what makes inspiring leaders and organizations stand out.

2. The "How"

The "How" in the Golden Circle shows how actions bring the "Why" to reality. It discusses the processes, values, and beliefs that help a person or group reach their goal. It is how you offer your value proposition and stand out from others.

Successful organizations often have a strong "How" that is part of everything they do. This is seen in their company culture, how they interact with customers, and their focus on quality. When they share their "How," organizations show they are real and gain the trust of their audience.

Now, consumers care about more than just features and benefits. They want brands to be transparent and show the values behind them. The "How" helps organizations prove their commitment to their goals. This makes their brand story stronger and builds better connections with people.

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3. The "What"

The "What" in the Golden Circle means the products or services a person or a business offers. It is the first thing people see and often gets the most attention in marketing. While important, it should be seen as the result of the "Why" and "How," not where you start planning.

If product development and marketing start only with "What," they can miss the emotional link that helps build customer loyalty. For example, a small business might have great handmade goods ("What"), but if it does not know its "Why" and "How," its message might not connect with the right people.

When businesses focus first on their "Why" and "How," they can create products and services that match their true purpose. This way, every part of what they offer reflects their values, leading to a true and connected brand experience.

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How do you use the Golden Circle Model in brand identity?

The Golden Circle theory provides a great way to create a strong brand identity. Companies can go beyond just explaining what they do by using their ideas.

They can connect with their audience more deeply. This starts by clearly stating your "Why." What is the primary purpose of your company? Why do you exist besides making a profit? This "Why" is the foundation of your brand. It should be included in your mission statement, marketing, and how you interact with others.

After defining your "Why," explain "How" you achieve that purpose. What makes your processes, values, or actions unique? Lastly, present your "What." This refers to your products or services, which show your "Why." By focusing on purpose and authenticity, you can create a brand identity that attracts your ideal customers.

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Which brands use the How, What, Why model as an example?

Some brands use the How, What, and Why model in their messaging, but it's hard to say which ones do it. However, some well-known companies clearly follow its principles. These brands connect with "Why," which helps them build strong customer loyalty.

Apple is an excellent example of the Golden Circle in action. It often highlights the idea of challenging the status quo and focuses on empowering people with technology. This approach targets customers' desires: innovation and a chance to express themselves.

1. Apple

Apple, guided by inspiring leaders like Steve Jobs, skillfully uses the How, What, and Why model to build a loyal customer base. Rather than starting with technical details, Apple positions itself as a brand that challenges the status quo and sparks creativity.

• How: Apple focuses on sleek designs, intuitive interfaces, and a commitment to simplicity—ensuring every aspect of the user experience is effortless and engaging.
• What: Their product lineup, from iPhones and iPads to MacBooks and Apple Watches, delivers innovative solutions that reflect Apple’s dedication to refined craftsmanship and usability.
• Why: At its core, Apple’s purpose is to empower people to think differently. This message resonates with forward-thinking customers, forging an emotional bond that transcends the products’ technical benefits.
  

By weaving these elements together—from product design to marketing—Apple creates a powerful, unified brand story that fuels deep loyalty among its audience.

2. IKEA

IKEA, a prominent Swedish furniture brand, effectively applies the How, What, and Why model to shape its brand identity. Rather than focusing solely on affordability, IKEA emphasizes accessible design that enhances daily life.

• How: By offering flat-pack furniture, straightforward store layouts, and prioritizing sustainability, IKEA makes good design available to a broad audience. This approach reflects its dedication to practicality and user-friendliness.
• What: Their product range includes stylish yet budget-friendly furniture and home essentials, catering to customers who value form and function.
• Why: At its core, IKEA aims to improve everyday living for the many. This mission resonates with people seeking innovative, eco-conscious solutions that don’t break the bank.

By integrating these elements—product design, sustainability, and a straightforward brand ethos—IKEA inspires its workforce and connects with a broad customer base. Its focus on a better life for many creates a meaningful bond with diverse stakeholders, solidifying IKEA’s place as a global leader in accessible design.

3. Starbucks

Starbucks has evolved from a coffee shop by effectively applying the How, What, and Why model to solidify its brand identity. Instead of focusing purely on coffee, Starbucks emphasizes creating a welcoming environment—a “third place” between home and work—where people can come together and connect.

• How: They use ethically sourced beans, offer personalized service, and commit to social responsibility. Every step, from sourcing to customer engagement, aligns with Starbucks’ values.
• What: Their wide-ranging menu includes coffee, tea, and snacks, but they also deliver memorable moments—customers gather for meetings, casual chats, and a sense of community.
• Why: At its core, Starbucks seeks to foster connection and belonging. This guiding purpose shapes their atmosphere, online presence, and community initiatives, reinforcing their role as more than just a coffee provider.
  

By integrating warm ambience, socially conscious sourcing, and a commitment to meaningful experiences, Starbucks maintains a clear brand identity and stands out in a crowded marketplace.

4. Airbnb

Airbnb stands out in the travel industry by effectively applying the How, What, and Why model to define its brand purpose. Rather than merely offering a place to stay, Airbnb aspires to make everyone feel at home wherever they are in the world.

• How: By connecting travellers with local hosts, Airbnb delivers authentic cultural experiences. This community-driven approach encourages responsible travel and invites users to explore destinations more meaningfully.
• What: Through its online platform, Airbnb offers various accommodations and experiences catering to those who want something beyond the typical hotel stay.
• Why: At its core, Airbnb’s mission is all about belonging—helping people feel welcomed and at ease, regardless of geography or background.

This compelling purpose resonates strongly with early adopters who embrace the sharing economy, fueling Airbnb’s rapid growth into a leading travel brand. Airbnb has cultivated a passionate user base and a standout global presence by aligning every aspect of its platform with this unifying vision.

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What are the other possible uses of the Golden Circle Model?

The Golden Circle Model is often used in branding and marketing. However, it can also be helpful in many areas of business and life. This model can improve communication and help people understand each other better.

For example, inside a company, the Golden Circle can help share important decisions, inspire workers, and unite teams with a common goal. By explaining the "why" behind changes or actions, leaders can get support from their team, leading to a more engaged and productive workplace.

How does the Golden Circle Model differ from the Kapferer Prism Model?

The Golden Circle and Kapferer Prism Model help us understand brand identity, but they approach it in different ways. The Golden Circle Model focuses on the "Why." This means it highlights a brand's main purpose and beliefs. It helps connect with the emotions of the audience.

On the other hand, the Kapferer Prism Model shows a brand from several angles. It includes six main parts: physique, personality, relationship, culture, reflection, and mentalization. This model gives a complete view of a brand's identity, looking at both the noticeable parts and the emotional ties.

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Can the Golden Circle Model be combined with the Aaker Brand Identity Model?

Although the Golden Circle Model and Aaker Brand Identity Model are different, they can work well together to build a strong brand. Both models help us understand that brand identity is more than just what you can see or touch.

The Golden Circle Model starts by showing us how important it is to define an apparent "Why." This primary purpose guides how the four key parts of the Aaker Model develop: brand identity, brand image, brand equity, and brand essence.

When these two models are combined, businesses can ensure their brand strategy comes from a proper purpose. This connection feels real to their target audience. It also helps to send a steady message through all brand interactions, building stronger customer ties.

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