How to Identify and Articulate Your Core Brand Issue

In business storytelling, identifying and articulating the core problem your brand aims to solve is crucial. It sets the stage for your narrative and connects with your audience fundamentally. Clearly defining the problem shows your audience that you understand their struggles and are here to help. This not only builds empathy but also positions your brand as a relevant and trustworthy solution.

Be Specific and Relatable

When identifying the problem, be as specific as possible. A vague problem won’t resonate with your audience. Instead of saying "People struggle with technology," pinpoint a more precise issue like "small business owners struggle with finding cost-effective, user-friendly software to manage their operations." This specificity helps your audience see themselves in your story and feel understood.

Use Data and Real-Life Examples

Support your problem statement with data and real-life examples. Statistics, case studies, and testimonials can make your story more compelling. For instance, you could share a statistic about the percentage of small businesses that fail to adopt new technology due to cost concerns and follow it with a testimonial from a business owner who faced this exact issue.

Show the Impact

Illustrate the impact of the problem on your audience's lives or businesses. Describe the pain points and challenges they face because of this problem. For example, explain how struggling with outdated technology can lead to lost productivity, higher costs, and missed opportunities. By highlighting these consequences, you make the problem feel urgent and worth solving.