Find Your Purpose with Ikigai to Build a Timeless Brand
Imagine for a moment that your alarm goes off at 6am on a Monday morning. When you were at your old job, Mondays were rough. You woke up with a feeling of dread, hitting snooze at least five times before finally rolling out of bed.
But now, you wake up feeling well rested and ready to go. You’re excited for your day because you genuinely enjoy what you do and make profit.
Sound like a fantasy?
It’s possible with a concept called Ikigai.
What is Ikigai?
Ikigai is a Japanese word that means “reason for being”. You have meaning in life and feeling well-being.
According to Japanese culture, “Ikigai” (pronounced ick-ee-guy) can help you live a happier, healthier, and longer life. The word comes from two Japanese words: “iki” which means to live and “gai” which means reason. It is your reason for being or the reason you get up each morning.
Ikigai has received attention in recent years due to studies that have linked the Japanese concept with living a longer and healthier life. This was discovered in a 2004 study of areas known as “Blue Zones”. These zones were simply defined as places where people tended to live much longer than average. Okinawa, Japan happened to be one of the areas. Researchers found that among other factors, Okinawans had a strong sense of meaning and purpose.
I am Japanese growing up in Japan but I didn’t really explore the meaning of ikigai before.
How do we find our purpose?
According to the Ikigai, your purpose is a delicate balance at the intersection of four distinct parts:
1 That which you love
2 That which you are good at
3 That which the world needs
4 That which can be paid for
Think of these four items as part of a Venn diagram where each slightly overlaps the other. There in the center where all four items overlap is your Ikigai. (Marc Wynn created a Venn diagram that can help you visualize it). It is said that when you know your purpose and you live it with intention, you’ll find happiness and longevity.
Although the original description of the Japanese concept was intended for people, the idea extends to brands as well. We can go through a similar process used to find one’s personal purpose and apply that to our brand as well.
Why should you find your brand Ikigai?
Every year hundreds of thousands of new businesses start up. That’s hundreds of thousands of brands, all selling the same products and services. How can you tell them apart? What really distinguishes one from the other?
As an entrepreneur, when you try to discover your brand’s purpose, you’re taking a deep dive into your passions, what excites you, and exploring if you can make money with it. Your chances of brand success increases, when you put in the time and effort upfront to create a brand that aligns both with what you love to do and what the world needs.
When you go through the process of discovering your brand’s true purpose, you are creating a brand that is unique and will make a difference in the world. It will reinforce your commitment to the brand so that when you hit the inevitable rough patches, you will be able to keep pushing through.
As you grow your brand purpose will also help to create a strong culture within your organization with a clear long-term strategy and message.
How to find your brand purpose with Ikigai
Here are 4 steps to help you find your brand purpose:
1 WHAT DO YOU LOVE?
You first need to figure out what you really love to do. What are you passionate about? There is likely more than one thing you love to do, so write them all down.
Write down all of your hobbies and interests. Make sure these are interests that you do now and on a somewhat regular basis.
2 WHAT ARE YOU GOOD AT?
You might find many things that you are passionate about and love to do. What can you do really well of the things that you listed? You need to make sure that you are very good at what you do. In other words, doing what you love doesn’t mean that you can make a profit and lead to fulfillment in your life.
3 WHAT DOES THE WRLD NEED?
Now, think of what that industry or market needs and what problem you can solve. Even if you find your passion and you are very good at what you do, if no one really needs your products or services, you are doing just a hobby not business.
4 WHAT CAN YOU BE PAID FOR?
You find the thing you love, you are good at and people need. Make sure that the market you are targeting is willing and ability to pay you. Otherwise, you won’t be successful.
For example, if you love organic food, are good at cooking, know the world needs to reduce cancer risk and can be paid for online healthy cooking classes for cancer patients.
I have created the Ikigai worksheet in the Brand Clarity Workbook. This is very helpful to clarify your brand purpose in order to build a solid brand foundation.
Brand purpose is the core in your heart. You need to show and share it to the world. Otherwise your target audience can’t find you and even they can’t connect with you.
Conclusion
You may find that this process is difficult to complete all at once. Take a break and allow the thoughts to emerge in their own time. Ideas and thoughts may come to you randomly over the next few days and weeks. The key is to give the process time.
By taking this step to clearly define your brand purpose, you are harnessing your passion and talents to provide something of value to the larger world. You will get to do what you love while providing a solution to your client’s problems.
When you find this sweet spot in your professional life, you may well find yourself more energized and engaged in your business will be well-positioned for future growth and brand success.
What’s your Ikigai? Please feel free to share comments below.
