Ashgrove Marketing’s Terry van Rhyn explains how applying Taiichi Ohno’s 5 Whys technique can help you uncover your brand’s unique voice.

I have always loathed the prevalence of meaningless power words like “innovative”, “cutting-edge”, “synergy”, and “experience” in advertising messages. It is far more rewarding to ask what makes your product or service innovative and why your customer/client should care.

In our fast-paced world of advertising and branding, trends shift at lightning speed. Competition is fierce and creating a brand that stands out requires more than just a catchy slogan or a sleek logo.

True differentiation comes from the core – the heart of what your brand is and what it represents. This is where the wisdom of Taiichi Ohno’s “5 Whys” comes into play.

Originally developed as part of Toyota’s lean manufacturing system, this problem-solving technique is an invaluable tool when it comes to uncovering the authentic essence of your brand.

Why Ask Why?

Too often, businesses stop at the surface when it comes to defining their brand. They settle for vague statements like “We make quality products” or “We offer great customer service.” While those things may be true, they are hardly unique.

The magic happens when you dig deeper – when you peel back the layers and start to get at the core reason why your brand exists.

Ohno’s 5 Whys method was all about uncovering the root cause of problems in manufacturing by repeatedly asking why. But it’s just as effective in the world of marketing where it forces you to go beyond the obvious answers and explore the deeper motivations and values that make your brand truly unique.

Going down the rabbit hole of “Why”

Let’s say you’re developing a positioning statement for a new eco-friendly skincare line.

1 – Why do we make eco-friendly skincare products?

Because we believe in offering a sustainable alternative to traditional skincare.

2 – Why do we believe in sustainability?

Because we want to reduce harm to the environment and promote health-conscious living.

3 – Why do we care about reducing harm to the environment?

Because we feel a responsibility to leave the planet in a better state for future generations.

4 – Why do we feel responsible for future generations?

Because we believe that businesses have a moral obligation to drive positive change in the world.

5 – Why do we believe businesses should drive change?

Because we want to be a part of the solution, not the problem, by creating products that align with our values of integrity, care, and responsibility.

By going through this process, you look far beyond simplistic and vague brand positioning statements like, “We make sustainable skincare.” Instead, you’ve uncovered a powerful, value-driven message that “We’re here to make a meaningful impact by providing skincare that cares for both people and the planet, driven by our belief that businesses must lead the way toward a better future.”

This is the kind of messaging that sticks. It’s emotional, it’s intentional, and it speaks to the deeper motivations of both your company and your audience. You’ve found your true differentiation – the thing that sets your brand apart from the dozens of other eco-friendly skincare brands on the market.

Why “5 Whys” Is Essential for Brand Differentiation

Authenticity Resonates

Today’s consumers are smarter than ever. They can smell BS a mile away. By asking “why” five times, you cut through the fluff and get to the heart of what your brand truly stands for. And that authenticity will resonate in a noisy and cluttered marketplace.

Alignment with Values

The 5 Whys process helps ensure that your brand’s positioning is aligned with your core values. It’s not just about what you sell, but why you sell it. That deeper alignment creates a more compelling story, and one that consumers can connect with on an emotional level.

Clarity and Focus

A lot of brands struggle with trying to be everything to everyone. Asking “why” helps narrow your focus, giving you a clearer understanding of what makes you different and why it matters. It’s like chiselling away at a block of marble to reveal the sculpture within.

Consistency in Messaging

Once you’ve uncovered your brand’s deeper purpose, it becomes easier to craft consistent messaging across all your marketing efforts. Every touchpoint – from social media posts to ad campaigns – can now reinforce your brand’s core “why.”

Innovation and Evolution

This process isn’t a one-time exercise. Just as in Toyota’s production system, the 5 Whys can be applied repeatedly as your brand evolves. As consumer needs shift, you can revisit your core “whys” to ensure that your brand remains relevant and differentiated in a changing landscape.

Dive Deep, Stand Out

In a world where it’s easy to get lost in the crowd, brands that have the courage to dig deep into their “why” are the ones that truly stand out. The 5 Whys isn’t just a tool for troubleshooting – it’s a path to uncovering the unique essence of your brand. By going down those rabbit holes and pushing beyond the surface-level answers, you’ll not only discover what makes your brand different, but also what makes it meaningful.

So, next time you’re crafting your brand’s positioning statement, remember to ask why – five times. The answers might just surprise you.