A brand is a story that resonates with people. Any emotionally remarkable brand story has at its heart heritage, mission, and pain points.
Brand Heritage: The Foundation for Your Story
Your brand heritage is its history, roots, and the journey it has undertaken to become what it is today. It’s the story of the founders, initial challenges overcome, and the core values that shaped the brand identity. This rich tapestry of experience gives your brand character, authenticity, and a sense of legacy.
Brand Mission: Your Guiding Star
The mission of your brand is your purpose or your “raison d’être.” It defines what you stand for, whom you serve, and how you are going to make a difference in the world. More than inspiring your team, a good mission statement echoes in the hearts of your customers—a sense of common purpose.
Brand Pain Points: How You Get Your Audience’s Needs
Pain points are problems, frustrations, or challenges that your target is going through. Understanding their pain points is very important in building a strong brand. By identifying and addressing the pain points, you are literally being out there saying that your brand does really care about its customers and it has solutions to give them.
The Interrelatedness of These Elements
These three elements intertwine and are interdependent; together, they forge a compelling brand story. Your heritage provides your foundation, your mission gives direction, and knowing your customers’ pain points helps you devise solutions that ring true.
An effective brand story instills trust and loyalty in your audience, enables an emotional connection to the brand, and differentiates it from others so that your audience remembers. You can build a brand that will withstand time if you formulate the narrative with historic ties, mission, and customer needs.
