7 reasons your brand should focus on the problem and not the product

Dan Salva
Strategic Content Marketing
4 min readSep 11, 2024

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In today’s world, helping your brand stand out demands a deep understanding of your audience’s needs and pain points. One of the most powerful approaches to achieving this is to embrace a problem-centric rebranding. By shifting your focus from your product or service to the problems it solves, you can create a stronger connection with those you hope to serve and drive significant business growth.

Here are seven compelling reasons why refocusing on the problem and not the product will supercharge your brand:

1. Increased relevance and resonance

A problem-centric approach ensures that your brand aligns directly with the challenges your customers face. By highlighting the problem your brand solves, you’re positioning yourself as a solution-oriented company rather than just a product or service provider. When your brand becomes synonymous with solving a specific problem, you create a deeper emotional connection with your audience. This resonance can lead to increased brand loyalty, customer advocacy, and higher conversion rates.

2. Enhanced differentiation

By rebranding around a specific problem, you can differentiate your brand from others that may offer similar products or services. This…

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Dan Salva
Strategic Content Marketing

Dan is an expert brand strategist and author of the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story. He is a founder at Will & Grail.