When thinking about building a business, it’s easy to fall into the trap of focusing exclusively on the product. An excellent product is undoubtedly a key element of success, but it’s not enough on its own. Without a strong brand to support it, even the most innovative product risks going unnoticed. It’s the brand that creates context, gives meaning to the product, and emotionally connects the company with its customers.
So, what’s the right approach? Should you focus on the product or the brand first? The answer, increasingly evident in business success stories, is that the brand comes first. While the product is obviously important, it’s the brand that makes the difference. The brand defines the product, positions it in the market, and builds an emotional connection with customers. Without a strong brand, a product risks being lost in the crowd.
So when you wonder where to start, remember that typically the brand comes before the product. Build a solid identity, define your “why,” and let the brand guide every decision. The success of your product will follow naturally.
What is a brand and why is it crucial?
The brand is the essence of what the company represents, the message it communicates to the public, and the reason customers choose one product over another. A strong brand goes beyond the functional features of the product and creates an emotional connection with the audience.
Here’s why the brand is so important:
- Identity and positioning: The brand tells who you are, what you stand for, and why your product is different from the competition.
- Trust and credibility: A well-built brand generates trust among the public, making customers more likely to choose your products over less-known alternatives.
- Perceived value: Even if two products have similar features, the brand can make one seem more desirable and justify a higher price.
The brand comes before the product
Thinking about the brand before the product means building a clear identity and defining the context in which the product will be offered. A strong brand doesn’t just communicate what the product does but why it exists and what value it offers to customers.
Why the "why" is crucial in customer choices
Simon Sinek, in his famous book Start With Why, explains that customers don’t buy what you do but why you do it. This “why” represents the company’s values and mission, which become the main driver of the emotional connection with the audience.
When customers choose a product, they often do so for reasons beyond price or technical specifications. They want to feel part of something bigger and identify with the values represented by the brand. That’s why building a strong brand before the product is so important: it helps create the fundamental connection that drives consumer choices.
The brand defines the product
When starting a business or launching a new product, it’s tempting to focus solely on its features. However, long-term success depends on how well your product is supported by a solid brand.
Here are the essential steps to start from the brand:
- Define your “why.” Ask yourself why your company exists. What value do you want to offer the market? What are your core values? This “why” will be the heart of your brand and guide all your decisions.
- Identify your target audience. Understanding who your ideal customers are is crucial to building a brand that resonates with them. Analyze their needs, desires, and values to create an identity that attracts them.
- Build a strong visual and communicative identity. Develop a logo, color palette, tone of voice, and message that reflect your brand’s essence. Ensure these elements are consistent and represent your “why.”
- Design the product in line with the brand. Once you have a clear identity, develop products that align with your brand’s message. Ask yourself: does this product represent my brand’s values? Does it meet my target audience’s needs?
- Communicate value before technical features. When launching the product, focus on the value it brings to customers and how it embodies your brand’s “why” instead of merely listing its specifications.
Why a strong brand increases product success
A well-built brand not only facilitates product launches but also sustains them over time. Here are the main benefits of having a solid brand:
- Differentiation: In saturated markets, a distinctive brand is what sets you apart from the competition.
- Loyalty: Customers who identify with your brand return to purchase, regardless of available alternatives.
- Premium pricing: A strong brand can justify higher prices, as customers perceive greater value.
- Easier expansion: When your brand is solid, launching new products or entering new markets becomes simpler.
Defining your brand purpose: it's never too late
If you started your entrepreneurial journey without a clearly defined brand purpose, don’t worry—this is more common than you might think. Often, when a business is launched, the focus is entirely on what to do and how to do it. Over time, however, it becomes clear that the why behind your actions is what truly sets you apart in the market and builds a deep connection with customers. To help clarify or refine your brand purpose, ask yourself these three fundamental questions:
1. Beyond earning money, why did you choose this sector?
Many companies start with the primary goal of generating profit, but the most enduring and loved ones are those with a bigger purpose. Ask yourself: what drives you to do what you do? Maybe you want to improve people’s lives, bring innovation to a sector, or support a specific cause. Defining this motivation is crucial because customers are increasingly drawn to companies that stand for something meaningful.
Practical example: If you sell eco-friendly products, your purpose might be the desire to reduce environmental impact. This conviction will guide not only your business strategy but also your communication with the public.
2. Would you still pursue this business knowing you might fail?
This question tests your passion and commitment to your work. When your brand purpose is authentic and aligned with your values, it pushes you to persevere even in tough times. If your answer is “yes,” you’ve likely found a purpose that goes beyond profit—a driving force that sustains you in the long term.
Practical example: Think of a restaurateur dedicated to offering only organic, locally-sourced food. Even if the market were tough, their mission remains to promote health and well-being through food. This purpose gives meaning to their work, regardless of immediate outcomes.
3. What problems do you want to solve, and for whom?
Every business exists to solve a problem or meet a need. Clearly identifying the problem you want to tackle and your target audience allows you to build a focused and powerful brand purpose. It’s not just about the product or service you offer but the positive change you want to create for your customers.
Practical example: If you run an online education platform, the problem you solve might be limited access to quality education for some people. Your purpose becomes larger than simply selling courses—you become a catalyst for opportunity.
Brand purpose: what it is and why it matters
The brand purpose represents the deeper reason why a company exists beyond just making a profit. It’s the greater mission that guides all of a brand’s actions and decisions. The brand purpose goes beyond what the company offers (products or services) and focuses on the value it creates for people, society, or the environment.
A well-defined brand purpose answers fundamental questions like:
- Why do we exist?
- What impact do we want to have in the world?
- What sets us apart beyond our product or service?
Key characteristics of a brand purpose:
- Central: It must be rooted in the company culture and core values.
- Authentic: It must reflect what the company truly is, avoiding anything artificial or opportunistic.
- Relevant: It must resonate with the public and customers, addressing a need or value that connects with them.
- Sustainable: It must be capable of guiding the company’s activities and strategies in the long term.
Why the brand purpose is important
Answering these questions helps you clarify the “why” behind your business. This not only improves the consistency of your business strategy but also makes a clear and authentic brand purpose that helps companies:
- Build stronger emotional connections with customers.
- Stand out in increasingly saturated markets.
- Foster loyalty from customers and employees who are attracted to a larger value.
- Build a solid reputation based on positive impact.
Examples of brand purpose
- Patagonia: "We're in business to save our home planet." Patagonia’s brand purpose drives all its activities, from choosing sustainable materials to running environmental awareness campaigns.
- IKEA: "To create a better everyday life for the many people." IKEA focuses its purpose on making functional and design-driven products accessible to as many people as possible.
A well-defined brand purpose isn’t just a slogan—it’s the cornerstone for building a lasting and meaningful branding strategy.
Real-life examples: the success of brands leading products
Let’s look at some familiar names—examples everyone knows and can easily relate to:
- Nike: Nike doesn’t just sell sneakers but an idea of strength, determination, and pushing limits. This strong brand allows the company to dominate the market despite intense competition.
- Tesla: Tesla has built a brand centered on innovation and sustainability, creating emotional value that goes beyond the technical features of its vehicles.
- Coca-Cola: Coca-Cola doesn’t focus solely on the beverage but on the concept of happiness, sharing, and togetherness. This has made the brand one of the most recognized icons worldwide.