Understanding the product

So what's the first step in building a brand? Making the creative strategy for socials, right? Well, NO.

The first step is understanding your product. Knowing what your product is truly about, the problem it solves, and its benefits allows you to clearly communicate its value to your customers.

But wait, you would think you have an understanding of your product, cause well, it's your product? NO.

Let's understand by looking at an example

When Airbnb started, it was not immediately clear to people what the service was or why they should use it. However, the founders understood that they were not just offering a place to stay; they were providing unique travel experiences that allowed people to live like a local.

Airbnb solved the problem of expensive, impersonal hotels by giving travellers access to affordable, unique accommodations in local neighbourhoods.

This understanding helped Airbnb differentiate itself from hotels and connect emotionally with travellers who were seeking more authentic experiences.

Think about lawnmowers. What is it really solving?

Lawnmowers are in the business of making your lawn look pretty. Is it not about cutting grass.

Key Questions to Understand Your Product

Questions	How to go about answering the question?	Example
What are you really in the business of?	While speaking to your customers, really focus on 2 questions: 1. Under what circumstances did someone hire your product? 2. What are they really trying to achieve with your product?	Airbnb is not just in the business of providing accommodation; they are in the business of offering unique travel experiences that let people live like a local
What problem is your product really solving?	Identify the biggest pain points your customers face that your product addresses. Understanding their frustrations can help you define the core problem your product is solving.	Airbnb solved the problem of expensive, impersonal hotels by offering affordable, unique accommodations that provide a more authentic experience for travellers
What are the key features and key customer benefits?	Make a list of all the features your product offers. For each feature, ask yourself, "Why does this matter to the customer?" Translate each feature into a tangible benefit that addresses a specific need or desire of your customers.	The key benefit for customers is the ability to have an personalised travel experience that feels more like home
How is your user currently solving the problem?	Identify existing solutions or workarounds. It could be competitors' products, DIY solutions, or other methods. Understanding this helps find gaps and opportunities.	Airbnb identified that travellers were using hotels or hostels, which were expensive and lacked local experiences. Airbnb filled this gap with affordable, unique stays.

In this section, you need to

Answer the 4 questions asked above.

Try to go into as much details as possible. This is one of the levers to improve your gut call on brand. Understanding the product really well will help you position your brand right.

This is the first of the 3 step in crafting the core value prop of your product: