Branding: get clear on your WHY

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We all have our own reasons to start a business.

Even if on the surface those reasons may be similar (flexible schedule, doing what you love, unlimited income, no boss (this one’s the best, right?), the underlying mission and vision are often different.


Knowing WHY exactly have you started this business will help you immensely when you need to find perfect clients, make an important business decision, or simply to keep you going during hard times. Ready to dive in?

I absolutely LOVE listening to people’s stories, their passions and motivations.

We are all so different, even though we’re the same in so many ways. For me, it’s fascinating what drives people and why they put so much of their energy and passion into something. Or why they quit their well-paying jobs to pursue their passion as a business and take this scary leap of faith. Entrepreneurs are fascinating people for me because they are BRAVE and driven. You can never be bored with them, they always have a new idea, passion or project going on!

Many times, though, are passion and drive are so strong, we forget to do our homework and actually plan. I know I sometimes am so excited about starting a new project that I can barely force myself to actually think about it further before I jump right in! Can you relate?

I am a huge advocate of “start before you’re ready” and “better done than perfect” (still working on the second one!), but I also understand creative people’s nature – and all entrepreneurs are creative in my eyes.

We need to have a vision, a mission. We need to know WHY we do what we do. Otherwise, we can lose our passion and stop believing in our pursuit with the first big hick-up. And we do not want that, do we?

Check out this awesome personality test, which can help you understand yourself and what drives you, better ☞

If you’ve ever faced a crisis or burnout in your life or business, you know the one thing that can keep you going is your reason why.

It may be helping others, who went through something similar you went through, it may be giving your best talents to help people build their dream businesses (that one’s mine!), or it may be wanting to change the world by empowering women and giving them wings to pursue their own passions (wait, that’s mine too!).

And because this is not about YOU, it’s easier for it to keep you going in tough times. We women, often think about others before we think about ourselves. We love giving, it’s our nature. Let’s use it to our advantage, shall we?

You will not be able to find your perfect clients if you’re not clear about your vision and mission.

Believe me, there will be many people knocking your virtual (or real for that matter) door and asking you for help.

Some of them will not be a great fit for you, and the only way you will work it out, and justify turning people down in your own eyes (without feeling guilty and saying: I should be grateful for this clients and take them on instead of being picky!), is to be laser focused and always ask yourself.

Is this client/project perfect for me and my business? Is it aligned with my mission? Is it going to send a correct message to other people, so I can get more of that kind of people and projects in?  

When you start a business it may be easy to fall into a trap of taking on every project and client that knocks your door.


Sure, I agree it’s great way to learn while doing, and if you know what you don’t want, it’s easier to work out what you do want. But if you treat your business and brand seriously, you need to think about building its image from day 1 and sometimes, you need to turn people down.

If it will not get you closer to where you want to be, or is not aligned with your mission – it probably isn’t a great idea to invest your time and energy in it.

You don’t want your perfect client to be confused when looking at your portfolio or services and think: “why the hell is she doing all that stuff if she is an XYZ?”.

People might think you’re desperate. We do not want that, do we?

I want you to feel empowered, laser focused and clear on what you want to achieve and what you want your brand to represent. This starts by you sitting down in a quite space, grabbing a nice cup of coffee (or tea, or cocoa, whatever’s your jam), and do some journaling.

Brand Clarity Workbook

That’s why today we will talk about working out your WHY.


I will share a little sneak peak of my Brand Clarity Workbook with you, so you can journal and get clear about what is it, that really drives your business (and you).


Ready? Let’s get started!

•    What keeps you in the state of flow?

•    What are you most passionate about, what do you care deeply about?

•    What are your top 3 or 4 personal attributes – the things that define how you make things happen?

•    Where do you add the greatest value, how do you usually help people the most?

•    What are your strengths, what do people love about you, what is it in you, that inspires them?

•    How will you know you’ve found success?

•    People often tell you, you’re the person, who…

•    If you won the lottery and didn’t need to work, how would you spend your time?

Your brand statement


Knowing what is it that drives you, what values would you like to bring out to the world – let’s think about your brand statement.

This should be simple, explain in few sentences what you’re all about.

Think about WHY you do what you do, WHAT is it, HOW do you do it and WHO it helps.

For example:
I empower women in business and help them create their dream, freedom lifestyle, by designing unique, beautiful brands for them so their businesses stand out and reflect their own unique personalities, and attract their perfect customers so they can grow.

Answering these powerful questions will surely give you a lot of clarity and help you during tough times when you start questioning your motivation, your business or yourself.

We all have those moments and we need to learn to deal with them. It’s also crucial to gain this kind of clarity, to attract your people, build your community and grow your business successfully.

When you do what’s real for you, what comes naturally to your type of personality and what keeps you going even during tough times – it makes it mesmerising for your perfect clients, for people who share your values and need your help.

There are many people who may sell the same products or services that you do, but there’s surely nobody else out there, who does it in the same way you do. Finding your unique why is what makes you different, helps you stand out from the crowd, keeps you motivated and grows your business.

Why not print it out, frame it, and put it on your desk, so it’s a constant reminder?

Download your FREE Brand Mission fillable frame (no email sign-up needed).

My why?


I want to empower women to pursue their dream businesses and bring their talents into the world, by thoughtful, purposeful and powerful design.
I believe in supporting small businesses, real businesses, who put their heart and soul into what they do, so there’s more real value in this world and we all benefit from it.




  1. Branding: get clear on your HOW | Blog - […] READ GET CLEAR ON YOUR WHY […]
  2. SEO: what is it and how to improve it to be found easier and quicker - […] example, when I write about branding strategy, I will link to my posts about your  WHY, WHAT and HOW,…

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It’s not enough to pick the perfect colour palette and design a shiny website to create a strong brand. If you want a powerful, influential and desirable brand you need to touch people on a deeper level.

I’ve combined my 10+ years experience as a graphic designer for brands like Jimmy Choo, Karl Lagerfeld, River Island, and Childrensalon in my early career + many top influencers and brands during my work at Adored Designs with my passion for psychology and the way humans form relationships.

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Alex Rogala-Jacek

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