Dec 24, 2025
One of the most common mistakes founders make is believing their product has to mean something bigger than what it is.
A planner isn’t just a planner. A water bottle isn’t just a water bottle. A t-shirt isn’t just a t-shirt.
Suddenly, these everyday products are positioned as the answer to overwhelm, the gateway to self-worth, or the missing piece of an entire lifestyle shift. The intention behind this is usually good - founders want to elevate their offer, make it desirable, connect with people on an emotional level.
The problem is when you overreach, you disconnect.
When you try to sell world peace, you forget to sell the product
Overpromising through brand language creates a gap between what the customer needs and what you’re saying.
If I’m buying a t-shirt, I want to know it fits well, holds its shape, and feels soft after three washes. If I’m looking for a planner, I want to know the layout works for my life and that it helps me stay organised. These are not small things - they are the reason people buy and when you fail to lead with those things, you make it harder for your customer to trust you.
It’s not that aspirational branding doesn’t work. It does, but it only lands when it’s built on top of clear, credible reasons to believe the product actually works.
Functional purchases are still emotional — just in a different way
What’s often misunderstood is that functional purchases aren’t devoid of emotion. They carry reassurance. Relief. Confidence. Even joy - when something simply works the way it should.
That’s the kind of emotion you want to tap into first. Meet your audience where they are. Address the job they need the product to do. That’s where trust is built and that’s where loyalty starts.
And once that trust is established - once your customer knows your product is worth the spend - then you have permission to build in the bigger narrative. The deeper message. The lifestyle your brand is part of.
But you don’t get to start there.
Sell the product before you sell the dream
The most successful consumer brands know how to balance product benefit and brand story. They don’t confuse one for the other.
Owala sells water bottles that don’t leak, stay cold, and fit in your cup holder. That’s the reason people buy. The bold design, the Gen Z-friendly tone, the viral energy - that’s what makes them come back, but if they didn’t nail the product, the rest would fall flat.
And that’s your job too: to lead with what matters most to your audience at the moment of decision. What problem does your product solve? What functional need does it meet? What makes it better than the next five options in your customer’s browser tab?
Once you’ve answered that with clarity, you’ve earned the space to tell a bigger story.
Key takeaway for founders:
If your product is functional, sell its function first. Speak clearly about the value it delivers. Earn your audience’s trust by meeting their real needs - not by selling them a dream they haven’t asked for yet. The lifestyle messaging can come later, once they know you deliver.
Want help translating that into content, messaging, or a clear brand strategy? That’s exactly what I do - for early-stage and growing founder-led brands.
Book a free discovery call today.