Give Simon Sinek his due - he was smart enough to realise that What people do, how they do it, where and when was pretty much a given.

There are plenty of estate agents/conveyancers/solicitors. All offering a commodity service, by and large. The area they operate and how long they have been in business aren't exceptional enough to make them stand out.

Why they do what they do - that's a different perspective. Finding the purpose behind the business.

It moves the emphasis away from the day-to-day operations and to what it is that gets one out of bed in the morning. Is it financial gain? Desire to provide jobs? Fulfilment of a dream? A quest for global expansion?

When we consider the WHY, it becomes the story of ambition and determination.

But when we consider the WHO, the person behind the brand and business, it becomes more about whether we connect on an emotional level - or not!

No two Identities are the same - although two Why's might.

The Who is your unique advantage - nobody brings to the party what you bring.

Your WHO is character-based. It has your fingerprints all the way through it.

The Brand Within.