Brand DNA Workbook: Find Your Why
When it comes to marketing your brand—start with why, share your purpose.
Simon Sinek’s Theory of Value Proposition (also known as “The Golden Circle”) makes a simple but powerful point:
Most businesses can explain what they sell.
But the brands people remember? They tell a bigger story. They share why they exist—beyond just making a profit—and that’s what makes people care.
The tricky part is, answering “why” isn’t easy.
At Akitso, we believe your why is the heart of your brand. As a design studio and nonprofit dedicated to advancing equity in the food industry through design, we want every independent food entrepreneur to understand—and clearly share—the reason they do what they do.
That’s where our new workbook comes in.
It’s designed to help you uncover your unique story and break down your Brand DNA—what you offer, how you stand out, and why your business matters—so you can turn your food business into a brand that truly connects with people.
Organized into three core elements—What, Why, and How—this resource will help you:
Create a strong, consistent visual identity
Tell your business story with confidence (and heart)
Attract loyal customers—and keep them coming back
Your food is memorable. Your brand should be too.
