Key Idea 1: Ground your brand in the problem you're solving for people

To build a successful brand, it is essential to focus on the problem you're solving for your target audience. This involves identifying the attitudes and behaviors that define the people who will care about your brand the most, and understanding their deepest needs and desires. By doing so, you can create a brand that is relevant, meaningful, and emotionally resonant with your customers.

One method to identify the true problem you are solving for people is the "why test." This involves asking "why" repeatedly until you reach the core issue your product or service addresses. For example, if you invented a car, you might start with the obvious need for transportation, but by asking "why" multiple times, you could uncover deeper needs such as freedom, independence, or status.

A critical aspect of grounding your brand in the problem you're solving is understanding the consumer insight. This refers to a truth about your target audience that should guide your brand's communication and strategy. A good consumer insight goes beyond the obvious or mundane and taps into people's deepest motivations, dreams, and desires.

For instance, when building the brand for Keeps, a hair loss prevention company, the founders focused on the emotional need for control and confidence, rather than just the functional benefits of affordability and convenience. This approach allowed them to create a brand that resonated with their target audience on a deeper level.

In summary, grounding your brand in the problem you're solving for people is crucial for creating a meaningful and emotionally resonant brand identity. By understanding your target audience's deepest needs and desires, and focusing on the core issue your product or service addresses, you can build a brand that truly connects with your customers and becomes a valued part of their lives.