“People don’t buy what you do; they buy why you do it. If you talk about what you believe, you will attract those who believe what you believe.” – Simon Sinek
Today Uber took the world by storm with their re-brand. Did you notice?
As we got to work redesigning the brand, we combed through how we’ve expressed ourselves in the past. We were searching for something timeless and inspiring—something we could all rally behind. Before long, we realized there’s a compelling story behind the work we do and the people we serve, and it’s a story we’ve told before. The story of bits and atoms.
Now watch their video. I am serious, watch it.
Why am I sitting in awe of it? Well, they started with the why. And the why is something I’ve been thinking about a lot lately as I work on a re-brand project.
A year ago, Uber was simply a company that had something to do with cars. And then maybe a couple of months ago you heard that they delivered food and other things. They were restricted but what they did and not but who they are.
As they said,
The Uber you know isn’t changing, our brand is just catching up to who we are.
A New Logo for a New Vision
While some of the internet is displeased by the new logo, I find the story behind it quite compelling. You can read about why they changed their logo or just read my quick summary: The logo was changed to demonstrate their new why. They are not only about the bit (the tech side), but also about the atom (the human side), so they added colors and textures for each country they serve.
As someone who is tasked with how our why effects our brand, I can’t help but sit back and applaud Uber for showing me a great example of how to do it right.
Listen to Simon Sinek’s TED
Read Simon Sinek’s Start with Why: How Great Leaders Inspire Everyone to Take Action