Building a brand vs. Building a product

Today's thought I wanted to put into writing is why did I opted for building a brand and not directly going into product.
This question can also be restated as the feedback I sometime gets from potential investors:"We really like the idea but show us some products" - That again brings the point that I was focused firstly on finding areas in which I can focus my products on, and that it is more about building a good brand, which worth something, rather than one specific product which is usually not sustainable.

I looked in my research for different product categories I want to try and focus on (there are potentially more):

1. Kitchenware - Probably we won't focus on it early on, several good competitors including OXO and Kitchen Aid and more
2. Living room products - This is an area where we will focus on later if we believe we have great products, that answers unmet needs or solve things better than other - also we would look for a category and not just one product (we have several great ideas there)
3. Bathroom products - I think this is an interesting area to focus on
4. Pharmaceutical support - This is our initial area of focus and where we have great discussions with several leading retailers
5. Leisure products - Very broad category and quite similar to the living room products
6. Auto aids - Similar to the living room products
7. Bed room products - Similar to living room products

Naturally there are quite a few others such as gardening, personal care, supportive products, maneuverability products and many more.
We decided to choose which one to focus on based on the following criteria:

• If we have a great products that we believe are simple and easy to use
• Maximum gap between need and current availability of solution in the market (basically a combination of most pain point bundled with the competitive landscape in the area)
• Least challenging sales channels, or areas which we either have good rapport with some buyers or track record
• Highest potential margins

This is in a nutshell were we will focus our brand, the idea is to launch between 5-10 products in the chosen category and later do smart merchandising to see which ones work and fine tune the ones that don't and push more in areas which we feel we have something that is working.

Again - we are about building the leading lifestyle enhancing brand for the aging population and not just about coming up with the best product
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