How Understanding Your Purpose Can Propel Your Handmade Brand Forward
As a handmade seller, it's easy to get caught up in the day-to-day hustle of creating, packaging, and selling your products. But have you ever taken a step back and asked yourself why you do what you do? Understanding your "why"—your core reason for starting your business—can be the key to long-term success and fulfillment. It’s what gives your business purpose and what sets you apart in a crowded marketplace.
Why "Why" Matters
Your “why” is more than just a catchy mission statement. It’s the driving force behind everything you do. It guides your decisions, shapes your brand, and connects with your customers on a deeper level. Simon Sinek, author of the book Start with Why, explains that people don’t buy what you do—they buy why you do it. This is especially true for handmade businesses, where customers often seek personal connections and meaningful purchases.
If you can communicate your "why" clearly, you’ll attract customers who share your values, believe in your mission, and become loyal supporters of your brand.
How to Find Your Why
Finding your why isn’t always easy, but it’s an essential first step in building a purpose-driven business.
Here are some questions to ask yourself to uncover your core purpose:
What inspired you to start your handmade business?
Was it a passion for creating? A desire to solve a problem? A dream to work for yourself?
Who do you want to serve with your products?
Is there a specific group of people or community you want to impact?
What are the values that drive your business?
Are sustainability, craftsmanship, or quality at the heart of your work?
What difference do you want to make in the world?
Beyond just selling products, how do you hope your business impacts people or the planet?
By answering these questions, you can start to develop a clear understanding of your why. Once you know it, use it to guide your branding, marketing, and business decisions.
Real-World Example: Lush Cosmetics
Lush, the handmade cosmetics brand, is a great example of a company that leads with its "why." Lush is driven by a commitment to creating ethical, sustainable, and cruelty-free products. Their “why” revolves around environmental responsibility and fighting animal testing, and it’s infused in every product they create. Customers who share these values are drawn to the brand because they feel connected to Lush’s mission.
For handmade sellers, this serves as a reminder that your purpose matters. Your why is what makes you unique, and it’s what will build loyalty with your customers.
How to Apply Your Why to Your Handmade Business
Once you’ve identified your why, it’s important to make it an integral part of your business.
Here are a few ways to apply your why:
In Your Branding: Your why should be reflected in your business name, logo, and website. Make it clear to customers what your purpose is and why your business exists.
In Your Product Development: Let your why guide your product decisions. If your why is sustainability, for example, focus on creating eco-friendly products and using environmentally responsible packaging.
In Your Marketing: Share your story with your audience. Let customers know what motivates you and why you’re passionate about what you do. This creates a deeper connection between you and your customers.
In Your Customer Experience: Your why should influence how you interact with your customers. Whether it's through personalized packaging or a commitment to excellent customer service, show your customers that you care about more than just the sale.
Conclusion: Lead with Purpose
Starting with your why gives you clarity, direction, and purpose. It helps you make decisions that align with your values and allows you to connect with customers on a more meaningful level. For handmade sellers, your why is your greatest asset—don’t be afraid to share it with the world.
Question: Have you discovered your why? How does it guide your handmade business decisions?
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