Marketers and brands often get caught up in an arms race.

Rebranding their product against another similar products and hoping for the best.

But when you rebrand THE PROBLEM, you not only stand out...

You create an emotional connection that turns prospects into loyal customers and position yourself as a category of one.

Let me explain this in a way even your grandma could understand.

Take brands like Nike, for example.

Nike doesn't sell sneakers.

They rebranded the problem from “finding good athletic shoes” to “overcoming personal limitations.”

Dove reframed the issue of beauty products from “improving appearance” to “genuine self-acceptance". Completely changing the conversation.

And Snickers went from "what should I snack on?" to "how do I become myself again?".

I recently applied this same approach with my client in the cryptocurrency recovery space.

Crypto recovery services are a dime a dozen.

They all promise the same thing - if you got scammed and lost a bunch of crypto, we'll help you get it back.

Needless to say, the crypto industry is riddled with shysters, con-men, scammers. Shit-players out to get a quick buck.

My client is not like that and boasts an impecable reputation, working with law enforcement agencies and law firms... The real deal.

But how do we get that integrity across?

We can't bloody well say - "Trust us, we're the good guys".

Unfortunately (for the good guys), in an industry full of scammers, that doesn't work.

Instead, we dug deeper and uncovered a more profound emotional pain point...

When people lose their crypto to a scammer, they don’t just lose money - they lose control over their future.

Victims often feel as if their entire identity has been hijacked.

Describing a "loss of control" and a sense of self-anger.

They no longer trust their own judgement.

Their sense of security crumbles.

They stop planning, stop trusting, and stop believing they can rebuild for the future.

So we rebranded the problem from “financial loss” to “losing control of your future".

And focused on the empowerment of taking back control.

"Take back control".

Now my client doesn't just help scam victims recover what’s rightfully theirs...

Rather, they help scam victims rebuild their future.

This shift in ads, messaging, and positioning brought a major uptick in engagement, signups, and clients closed.

People connected emotionally with the brand’s promise - to help them regain control.

So what does this have to do with you?

If your brand or product solve a problem, chances are that your competitors are as well.

Get your researcher goggles on and dive in, what problem can you claim as your own?

What position can you inhabit that will set you apart from all the others?

Realize that in 9 times out of 10 what needs a rebrand isn't your product...

It's the problem your product solves.

---

P.S. Need help defining the unique problem you solve? Let’s chat! I specialize in uncovering emotional pain points and rebranding them in a way that makes your product stand out. Send me a message to nir@nirraizes.com to start the conversation.