The Golden Circle: the secret of transformative branding
What is the Golden Circle
During his speech, starting with a very simple analysis, Sinek explains why some brands are more successful than others, pointing out that, in most cases, they all try to sell their product by presenting its features and functionality (the “what”) and in some cases even how they do it (the “how”). What many people lack is an explanation of“why,” which obviously cannot be just “to make money.” In fact, the why refers to the deeper motivations for creating and selling a particular product. Looking at the depiction of the Golden Circle, we can say that the vast majority of brands start from the outside of the circle, from the “what” to slowly (and not always) get to the “why,” that is, the brand’smission . Apple, on the other hand, is the best example of a company that decided from the beginning to go against the current and start from the middle of the Golden Circle. In a world of tech companies screaming “buy my computer because it has more memory, is more powerful, has a bigger screen, … … …” Apple said. “we believe that there are people who have the ability to change the world, so we create simple, beautiful, high-performance technology to enable anyone to express their creativity.”
How does this translate into the world of experience?
As we know, the market is saturated with offerings in any field, and the world of Travel and Experiences, of course, is no exception.
For each destination, there are numerous players, from tour operators, accommodations, activity providers, and so on.. Sure it can be useful to list all the services included within a tour package or experience, give a beautiful handout or highlight the price, but all this does not help to stand out from the crowd. Just as waging a “price war” on competitors will not help us grow: we will only achieve a decrease in revenue, going on to diminish the value of what we offer as well.
What then is the key?
Undoubtedly, the quality and originality of the offer play a key role, but from the point of view of communication what really matters is to convey why we decided to do a certain thing. So what is key in communication is to explain, for example, that you have chosen a particular destination because you believe it is a place where people are “reborn,” and to support them on this journey you have created experiences where it is easy to feel good, to meet each other, to discover new things, and to rediscover yourself. Only as a final step, comes the “what,” then the package and all that is included: 8 days, 7 nights, yoga class, etc.. If this is true in all fields, it is even more so in the Travel world. This particular industry is one of the few that is capable of creating products and transformative experiences that can have an enormous impact on people’s lives, and that is precisely why it is crucial in communication to make its mission shine through.
Learn how we approach the topic of identity within the Pilot Program
For us at Apical, the theme of theidentity is fundamental; that is why the Golden Circle theory, combined with the compilation of the Business Model Canvas, represents the very first step addressed by projects participating in the Pilot Program, the accelerator program for Travel projects. Throughout the training course, this theme, will be flanked by sprints covering the communication, the marketing, the drafting of a business plan up to and including design and creation of products proper. If you think the Pilot Program might be of interest to you and your project, click the link below and learn more
Sopri Apical Pilot Program
We look forward to learning about many new projects and supporting you during this wonderful journey!
