The first step in brand strategy is getting the product Is-Does right. They ability to articulate what a product Is and what the product Does sounds easy, but it’s not. I developed this simple concept while working at a tech startup where the product was a software as a service (SaaS) called Zude. Because the management team couldn’t get the Is-Does right, we failed.
The term of art “elevator speech” is the result of an improper Is-Does. If it takes an elevator ride to explain your product, you are little toasty. iPhone was a phone, albeit a very functional phone. If it was called a Newton (hee hee) it may not have survived.
Zude’s Is-Does was “the fastest easiest way to build (and manage) a website. The Is was “website builder” the Does was “fastest easiest.” But the management team could not completely agree. The technologist, who understood code and features but not consumers, kept building until Zude was part video platform, part social network, part advertising company…you get the picture.
Get the Is-Does right and there may be an Is to build a brand around.