Brand How represents the unique approach, methods, and processes a brand employs to fulfill its purpose. It describes how the brand delivers on its mission and sets itself apart from competitors. The brand How encompasses the values and actions that shape the brand's operations, product development, and customer interactions.
Brand How: Why It Is Important
The brand How is essential because it defines how a brand's purpose is realized in practice. While the brand Why provides emotional motivation, the brand How demonstrates the tangible steps the brand takes to live up to its values. A clear and consistent How builds trust with the target audience, as it showcases the brand’s commitment to its purpose through concrete actions.
How Your Brand How Can Contribute to a Clearer Brand Strategy, Better Brand Recognition and Higher Customer Loyalty
A well-crafted brand How strengthens brand strategy. It ensures that every action the brand takes is aligned with its core values. This consistency leads to better brand recognition, as the target audience can easily identify the unique way the brand operates. When customers see that a brand consistently follows through on its promises, they are more likely to become loyal advocates.
Brand How: What Is Its Function?
The brand How serves as the operational framework for a brand. It dictates how the brand delivers its products or services and interacts with the target audience. By defining the processes and values that guide the brand’s actions, the How ensures that the brand remains consistent and true to its mission.
Brand How: A Real-World Scenario
IKEA’s brand How is centered on offering "well-designed, functional, and affordable furniture and home accessories." This approach reflects IKEA’s commitment to democratizing design and making quality products accessible to everyone. IKEA’s How is evident in everything from its product design to its in-store experience, creating a seamless connection between its purpose and its operations.
How to Define Your Brand How
To define your brand How, identify the unique methods and strategies that differentiate your brand from competitors. Consider how your brand’s values influence its approach to product development, customer service, and innovation. Write a statement that outlines how your brand consistently delivers on its purpose.
Brand How: Best Practice
A best practice for developing your brand How is to focus on values-driven actions that set your brand apart. For example, TOMS’ How is its "One for One" business model, where every purchase leads to a product donation. This unique approach to fulfilling its Why—helping those in need—differentiates TOMS from other shoe brands and reinforces its commitment to social impact.
Brand How: What to Avoid
Avoid creating a brand How that lacks alignment with your Why. A brand that promises one thing but delivers in a way that contradicts its core purpose will confuse and alienate customers. For instance, if a brand’s Why focuses on sustainability, but its How involves unethical production practices, it will lose credibility and customer trust.
When to Define the Brand How in the Branding Process
To ensure perfect alignment, the Brand How must be defined before the Brand What, and after the Brand Why.
