Decoding the Brand Strategy of the Most Successful Companies
Cracking the code: revealing how the world's top companies define their brand purpose, mission, and positioning through the lens of Simon Sinek's Golden Circle theory.
Decoding the brand strategy of the most successful companies using Simon Sinek’s Golden Circle.
Are you interested in the inner workings of some of the most successful brands out there? Do you want to know more about their strategy and see how you can apply those learnings to your brand? If so, you're in the right place!
Here are examples of Simon Sinek's Golden Circle theory, which gained popularity through his Ted Talk on "How Great Leaders Inspire Action," to help you understand how these industry giants think and operate.
Join me on this journey as we dive into the world of brand strategy and discover how you can use these lessons to elevate your brand.
What is Simon Sinek’s Golden Circle theory?
This powerful tool can help you understand why you do the things you do and how to use that understanding to reach your goals.
At the heart of the Golden Circle by Simon Sinek lies the question: "Why are we in business?".
Most people and organizations only focus on the "what" and the "how" of their actions, but the true leaders and success stories in history are the ones who live their "why?."
So why is the "why" so important in brand strategy?
Because it's the driving force behind everything we do. When we understand our motivations and goals, we can unlock our full potential and make our vision and ambitions a reality.
So start thinking about the "why" of your brand actions today, and watch as you begin to unlock your brand’s true potential and achieve success.
The Why, How, What of the Golden Circle
The Why, How, What of Simon Sinek’s Golden Circle brand strategy model.
The "why" of your brand is the reason behind what you do. It's your purpose, cause, belief, or motivation - the driving force behind your business, beyond just making money. This is what inspires action and sets you apart from your competition.
The "how" of your brand, also known as your mission, is the unique process you use to achieve your purpose. It's what makes you unique and sets you apart from others. It might include your strengths or values that define who you are as a brand.
Finally, there's the "what" of your brand, also known as positioning. This is the result of your actions - the proof of your existence and the products or services you offer. It's your position in the market and the value you provide to your customers.
Start using the Golden Circle model today and watch your brand soar!
The importance of Brand Strategy in business success
It's easy to get caught up in the excitement of creating a new product or service and diving straight into marketing. But the truth is, starting with a strong brand strategy is crucial for businesses of any size. It's the foundation for your marketing efforts.
So, don't overlook the importance of brand strategy – it's worth taking the investment to get it right from the start.
Brand book: the one tool you need to build a strong brand
Are you having a hard time maintaining brand consistency across your marketing efforts? A brand book can help!
This critical resource gathers the defining elements of your brand in one place, helping ensure that everyone on your team and your partners are on the same page. Plus, having a brand book from the beginning can assist you and your team in staying true to your brand's vision.
To make it even easier, I've created a convenient brand book template you can use to get started. Don't miss out on the benefits of a cohesive and unified brand - grab your brand book template today!
Examples of the Golden Circle by Simon Sinek: explore the brand strategy of successful companies
Ready to learn how some of the most successful companies define their brand purpose?
Let's take a closer look at their brand strategy through the lens of Simon Sinek's Golden Circle.
Get inspired and see how you can apply these principles to your brand!
Table of Contents
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Absolut Vodka’s brand purpose, mission, and positioning strategy
Absolut Vodka’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
Instigate a more open world, one Absolut night at a time.
How (Mission)
Using creativity to open eyes and encourage people to see through the labels.
What (Positioning)
One superb vodka crafted in one source, one community - the village of Ahus in Sweden since 1879.
Adidas’ brand purpose, mission, and positioning strategy
Adidas’ brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
Through sports, we have the power to change lives.
How (Mission)
Helping athletes push beyond the limits and make a difference in their games, lives, and world.
What (Positioning)
We create change through sport.
Airbnb’s brand purpose, mission, and positioning strategy
Airbnb’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
We imagine a world where anyone can belong anywhere.
How (Mission)
Enabling people to live like locals and feel at home anywhere in the world, instead of just traveling to it.
What (Positioning)
An online platform that connects people to unique homes and travel experiences, and with their local hosts.
Amazon’s brand purpose, mission, and positioning strategy
Amazon’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To build a place where people can come to find and discover anything they might want to buy online.
How (Mission)
Offering people the lowest possible prices, the best available selection, and the utmost convenience.
What (Positioning)
The world’s leading online store.
Apple’s brand purpose, mission, and positioning strategy
Apple’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
We think differently thereby challenging the status quo.
How (Mission)
We simplify, we perfect, and we start over until every product we make meets our standard for excellence and enhances each life it touches.
What (Positioning)
We give power to the people by making technology so great yet so simple that everyone can make a difference in the world one touches.
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Burger King’s brand purpose, mission, and positioning strategy
Burger King’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
We believe people can have it their way.
How (Mission)
Putting a smile on peoples’ faces by being provocative and irreverent.
What (Positioning)
The insolent child of the quick service restaurant industry.
Chanel’s brand purpose, mission, and positioning strategy
Chanel’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To inspire self-powered women to express their elegance and confidence.
How (Mission)
Blending timeless style with avant-garde design, exceptional craftsmanship, and the finest materials in high fashion, beauty, and accessories.
What (Positioning)
An iconic luxury fashion house renowned for its timeless designs, fragrances, and beauty products, each a symbol of elegance and refined taste.
Coca-Cola’s brand purpose, mission, and positioning strategy
Coca-Cola’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To refresh the world and make a difference.
How (Mission)
Crafting the brands and choice of drinks that people love, to refresh them in body and spirit.
What (Positioning)
Loved brands, done sustainably, for a better-shared future.
Corona’s brand purpose, mission, and positioning strategy
Corona’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To celebrate the idea of relaxing in an exotic paradise and the philosophy of living a carefree life.
How (Mission)
A beer that makes you feel like you’re relaxing on the beach without actually being there, in just one sip.
What (Positioning)
The beer that is all about kicking back, enjoying life, and pushing the pause button.
Decathlon’s brand purpose, mission, and positioning strategy
Decathlon’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To sustainably make the pleasure and benefits of sports accessible to all.
How (Mission)
Designing, manufacturing, and offering high-quality, affordable sports gear and equipment for over 80 sports under one roof.
What (Positioning)
A leading sporting goods retailer offering a wide range of affordable sports equipment and apparel to encourage a healthier, active lifestyle for everyone.
Dove’s brand purpose, mission, and positioning strategy
Dove’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To widen the definition of beauty and help women develop a positive relationship with their looks.
How (Mission)
Celebrating women whose appearances are outside the stereotypical norms of beauty.
What (Positioning)
Nourishing, moisturizing, and repairing skin and hair care products.
Expedia’s brand purpose, mission, and positioning strategy
Expedia’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
We believe in the emotional and transformational nature of travel.
How (Mission)
Helping travelers easily plan and book what it is they are looking for.
What (Positioning)
The world's largest travel and leisure agency.
Google’s brand purpose, mission, and positioning strategy
Google’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To provide access to the world’s information in one click.
How (Mission)
Organizing the world's information and making it universally accessible for people to learn and get things done.
What (Positioning)
The world’s number one source of information.
Harley-Davidson’s brand purpose, mission, and positioning strategy
Harley-Davidson’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To fulfil dreams of personal freedom.
How (Mission)
Leading the innovation of two-wheeled mobility.
What (Positioning)
Custom cruiser and touring motorcycles with innovative design, distinctive sound, and superior quality.
Ikea’s brand purpose, mission, and positioning strategy
Ikea’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To create a better everyday life for many people.
How (Mission)
Offering a wide range of well-designed, functional home furnishing products at prices so low that many people will be able to afford them.
What (Positioning)
The world’s largest home furnishing retailer.
Lacoste’s brand purpose, mission, and positioning strategy
Lacoste’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
More than a physical performance, sport is proof of tenacity, engagement, and panache.
How (Mission)
Creating comfortable, fun yet elegant sportswear.
What (Positioning)
The leader in the premium-casual-wear that embodies French elegance.
LEGO’s brand purpose, mission, and positioning strategy
Lego’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To develop children's imagination and inspire them to think creatively.
How (Mission)
Inspiring and developing the builders of tomorrow through play.
What (Positioning)
The world’s favorite toy brand for plastic bricks.
LinkedIn’s brand purpose, mission, and positioning strategy
LinkedIn’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To create economic opportunity for every member of the global workforce.
How (Mission)
Connecting the world’s professionals to make them more productive and successful.
What (Positioning)
The world’s largest professional network.
L’Oréal’s brand purpose, mission, and positioning strategy
L’Oréal’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To create the beauty that moves the world.
How (Mission)
Leveraging cutting-edge science to develop high-quality, accessible beauty products that cater to diverse beauty needs and aspirations.
What (Positioning)
A beauty pioneer that offers an extensive range of cosmetics, skincare, and haircare products, enabling people to express their unique selves.
Louis Vuitton’s brand purpose, mission, and positioning strategy
Louis Vuitton’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To give everyone a taste of the most refined qualities of Western luxury living.
How (Mission)
Providing the world with luxury products, elegance, creativity, and “Art de Vivre.”
What (Positioning)
Luxury living brands that retail a range of premium goods such as champagne, spirits, apparel, and accessories.
McDonald’s brand purpose, mission, and positioning strategy
McDonald’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To feed and foster communities around the world.
How (Mission)
Making delicious feel-good moments easy for everyone.
What (Positioning)
The family-friendly low-cost restaurant.
Meta’s brand purpose, mission, and positioning strategy
Meta’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To bring the world closer together.
How (Mission)
Empowering people to share ideas, offer support, and make a difference.
What (Positioning)
The social technology company designing for the future of social connection.
Michelin’s brand purpose, mission, and positioning strategy
Michelin’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To give everyone a better way to move forward.
How (Mission)
Innovating in tire technology, offering high-quality, durable tires to make journeys safer, more efficient, and more enjoyable.
What (Positioning)
A leading tire manufacturer committed to enhancing people's mobility.
Moët & Chandon’s brand purpose, mission, and positioning strategy
Moët & Chandon’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To celebrate life's triumphant moments with elegance, extraversion, and sensorial pleasure.
How (Mission)
Crafting exceptional champagnes through centuries-old expertise, innovation, and a dedication to quality from vineyard to glass.
What (Positioning)
A prestigious champagne producer that embodies the richness of French heritage and the spirit of festivity.
Netflix’s brand purpose, mission, and positioning strategy
Netflix’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To make entertainment enjoyable to watch and easy to access.
How (Mission)
Making great content easy to discover for people to watch without interruption on their favorite device.
What (Positioning)
The world’s leading internet entertainment service connecting people with big stories.
Nike’s brand purpose, mission, and positioning strategy
Nike’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
We believe if you have a body, you are an athlete.
How (Mission)
Bringing innovation and inspiration to every athlete in the world.
What (Positioning)
We wake the athlete in all of us.
Porsche’s brand purpose, mission, and positioning strategy
Porsche’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To excite you with fascinating sports cars that will take your breath away.
How (Mission)
Shaping the future of sports cars by combining tradition and values with new, sustainable technologies.
What (Positioning)
Exclusive sports cars with an attractive design engineered to deliver an emotional driving experience.
Red Bull’s brand purpose, mission, and positioning strategy
Red Bull’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To bring out the adventurous energy in all of us.
How (Mission)
Giving wings to people and ideas.
What (Positioning)
Energy drinks that vitalize body and mind.
Spotify’s brand purpose, mission, and positioning strategy
Spotify’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To create a cultural platform that unlocks creativity and offers music for everyone.
How (Mission)
Allowing music artists to live off their art and fans to enjoy and be inspired by it.
What (Positioning)
A music streaming service with millions of tracks delivering the right music for every moment.
Starbucks’ brand purpose, mission, and positioning strategy
Starbucks’ brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To foster community and human connection over a cup of coffee.
How (Mission)
Offering high-quality, ethically sourced coffee and creating a welcoming, inclusive atmosphere in every store.
What (Positioning)
A premium coffeehouse that enriches the coffee experience with superior quality, innovation, and a sense of belonging.
Tesla’s brand purpose, mission, and positioning strategy
Tesla’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To shape the future of energy and transport.
How (Mission)
Accelerating the world’s transition to sustainable energy and electrical vehicles.
What (Positioning)
A futuristic energy company that also makes great electric cars.
TikTok’s brand purpose, mission, and positioning strategy
TikTok’s brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To inspire creativity and bring joy.
How (Mission)
Enabling creative expression through videos that create a joyful experience.
What (Positioning)
The leading destination for short-form mobile videos.
TOMS’ brand purpose, mission, and positioning strategy
TOMS brand purpose, mission, and positioning strategy through the lens of Simon Sinek’s Golden Circle.
Why (Brand Purpose)
To improve people's lives in different ways.
How (Mission)
Matching every pair of shoes purchased with a pair of new shoes given to a child in need.
What (Positioning)
The giving shoe company.
Do you have a different perspective on the brand strategy of some of the world's most exciting companies? Want to share your thoughts or even see your brand added to the list?
I'd love to hear from you! Feel free to tag me or leave a comment below with your feedback. I'm always open to new ideas and perspectives.
Bastien Frediani
LinkedIn: in/creativebrandstrategist
Email: strategy@thinkbastien.com
Bastien Frediani is the founder and strategist of ThinkBastien, a strategy studio that helps bridge the gap between vision and audience.
For brand purpose, mission, and positioning strategy, ThinkBastien
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