Article – Branding from “Why?”

By Soren Petersen




“people don’t buy what you do; they buy why you do it.”

-Simon Sinek


Providing a quality product is no longer enough. In fact, as you can see from the infographic below, that has been the case for many, many decades. Design Researcher Soren Petersen, Ph.D, reveals in his article Branding from Why that your branding journey should start with asking yourself “Why should people buy this product?”



“Branding from ‘Why’ is a strong beginning, however if customers sense the organization is inauthentic, its business will not stand the test.” says Petersen about the ever-changing world of branding, “Upcoming generations will continue to keep organizations feet to the fire with their focus on measurable actions.”


Heliosphere as embraced the spirit of “Designing from Why” by ensuring that we continuously understand our customer’s core messages. Having the ability to harness culture, mood and values into a brand is what sets us apart, and will ultimately allow the client to connect closely to their customers on a deeper level.


Written by TD