Your business’ ‘tried and trusted’ recipe is why you’re in business. Your business purpose.
If your customers can understand and relate to your purpose (the driving motivation behind all you say and do), they’re more likely to trust and ‘buy into’ your brand.
Your business’ purpose isn’t just about making money or simply delivering a product or service – just like recipes aren’t perfected to solely feed people.
If you think back to a memorable meal, it’s likely it wasn’t just the food you were eating, but the setting, company and overall atmosphere that made the meal so great.
This is the same for business. People want their needs met, but they need more than this to choose your product or service time and time again. They need to see, feel and experience your tried and trusted recipe.
Simon Sinek talks about the what, the how and the why. Most organisations know what they do, some know how they do it, but only a few businesses know why they do it.
Understanding your why is key to your business success. A recent survey found that customers were four times more likely to purchase from a brand with a strong sense of purpose, and four and a half times more likely to recommend the brand to people they know.
What is your tried and trusted recipe?
Now you know what it is, it’s time to think about your business’ recipe for success. Consider the purpose of your business as the foundation of your tried and trusted recipe.
Don’t worry if you’re not sure what your business purpose is at first. It can be difficult to separate your what, how and why if you’ve never considered this before.
Use these questions as a starting point for your winning recipe:
Once you’ve answered these questions, you’ve got the foundation of your recipe together.
A why on its own isn’t enough. You’ll need your business’ secret ingredient to get your marketing and communications right. But understanding your why is the first step to this.
Perfecting your recipe
Mary Berry didn’t get her recipes right on the first try, and it’s important to remember this can happen in business too.
It can take some time to get your business purpose just right. What you consider to be your why could be different to what your customers and employees think. Try communicating with those you’ve worked with recently and ask them what they’d consider to be your purpose. Ask your employees why they chose to work for your company vs a competitor, for example.
It’s important that your recipe aligns with what others think of your business, so take some time to consider this before you start incorporating it into your business’ communications. Your recipe will help you to define your brand identity and values, so make sure you’ll be able to live up to this in the long-term to avoid disappointment.
Using your recipe
Now you know why your tried and tested recipe is so important, how to find it and perfect it, you’ll be using it time and time again.
In the modern business world, customers are holding businesses accountable. 94% of customers believe it’s important that companies engage with a purpose. Make the most of this new trend in PR by ensuring that your communications project your business purpose to customers and employees.
Remember – your tried and trusted recipe is what you want your customers to know you for. It’s the reason they’ll keep coming back for more.
Do you need and outside perspective on your business’ marketing recipe? Book your free 30-minute communications review here: