Let’s be honest—today’s consumer landscape is noisy.

There are more brands than ever, beautifully designed and expertly marketed, all vying for attention on the same scroll. But here’s a truth that many early-stage founders overlook:

A great brand might get someone to try your product.
But only a great product will get them to come back.

In the early years of building my first company, I learned that it’s not about brand vs. product. It’s about brand and product—and knowing how to build both in lockstep. Today, through Makers Mindset, I mentor founders through that exact balancing act. And I’ve seen what happens when the scale tips too far in either direction.

Here’s what every founder needs to understand about building a brand that converts—and a product that delivers.

The Brand Trap: When It’s All Aesthetic, No Substance

We’ve all seen it: the stunning packaging, the perfectly curated Instagram, the evocative tagline.

It’s easy to fall in love with branding. And it’s even easier to assume that branding is the business. But while great branding builds intrigue, it can’t substitute for product performance. If your product doesn’t solve a real problem or deliver on its promise, even the best brand storytelling will eventually fall flat.

Common signs you’ve over-indexed on brand:

  • High bounce rate on your site despite strong social engagement
  • Great launch, but low reorder or customer retention
  • Inconsistent reviews that mention product quality

A brand can open the door—but the product is what keeps it open.

The Product Trap: When It’s Functional, But Forgettable

On the flip side, some founders invest all their energy into making an incredible product—without developing a brand that helps it stand out.

This is especially common among technical or operations-driven founders. The result? A best-in-class formula or innovation that no one can remember—or worse, never discovers.

Common signs you’ve underinvested in brand:

  • Struggling to differentiate in a crowded category
  • Pricing pressure because customers don’t understand your value
  • Difficulty attracting press, talent, or partnerships

Remember: most people don’t buy because a product is 10% better. They buy because they connect with the story, the identity, the why behind it.

Your product creates the results. Your brand creates the desire.

So, What’s the Balance?

The strongest consumer brands do three things really well:

  1. They clearly solve a real problem. There’s no confusion about what the product does and who it’s for.
  2. They emotionally connect with their customer. They build trust, community, and resonance through brand voice, visuals, and values.
  3. They convert—and retain. The product works. The experience is seamless. Customers come back, and tell their friends.

You don’t need to launch with everything perfect. But you do need to build both muscles.

In the Brand Strategy & Positioning module of the Makers Mindset Accelerator, we teach founders how to pressure-test their product idea and articulate their brand position in a way that makes sense to investors, buyers, and most importantly—customers.

Brand and Product Are a Partnership

Think of it this way: your brand makes the promise. Your product keeps it.

And in a world where customers are savvier than ever, you can’t afford to get either wrong.

If you’re feeling stuck on one side of the equation—or aren’t sure where to start—that’s where strategy comes in. You don’t need to guess your way through.

Ready to build a brand that converts—and a product that delivers?

The Makers Mindset Accelerator is an on-demand program designed for early-stage CPG founders who want to scale with clarity. Inside, you’ll get expert guidance on product positioning, brand development, and storytelling that drives real traction.

No application. No gatekeeping.
Just the tools and frameworks you need to build a business people believe in.

Enroll now →