{"id":27426,"date":"2021-03-03T11:30:08","date_gmt":"2021-03-03T15:30:08","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=27426"},"modified":"2021-03-05T18:08:15","modified_gmt":"2021-03-05T22:08:15","slug":"types-of-problems","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/types-of-problems\/","title":{"rendered":"Types of Problems on Your Hero’s Brand Journey"},"content":{"rendered":"\n

What are the different types of problems in a storybrand? Why does your brandscript<\/a> need to have a problem?<\/p>\n\n\n\n

When you’re building a storybrand, there are several different types of problems. You can set it up as a way for your customer, or “hero,” to overcome to get what they want. <\/p>\n\n\n\n

Read more about the types of problems in a storybrand.<\/p>\n\n\n\n\n\n\n\n

Types of Problem<\/strong>s<\/h2>\n\n\n\n

The second of the seven story elements<\/a> is the problem. In narrative, a problem is something that stands in the way of the hero getting what she wants.<\/strong> Problems engage the audience<\/a>, maintain interest in the story, and make the audience more likely to trust the storyteller because they feel understood. (Shortform example: In the book The Paper Bag Princess<\/em>, the dragon is the problem\u2014the dragon burns all the princess\u2019s possessions and kidnaps the prince she wants to marry.) <\/strong><\/p>\n\n\n\n

In branding, a problem is something the customer is frustrated by that your product or service can fix. <\/strong>(Shortform example: If you sell hand soap, the customer\u2019s problem is that her hands are dirty, which creates a feeling of disgust.)<\/p>\n\n\n\n

Problems are important to maintaining interest\u2014without conflict, stories are boring. <\/strong>No one would keep watching. (Shortform example: Imagine that in the movie The Wizard of Oz<\/em>, the wicked witch offered to give Dorothy a ride home after the first half-hour.)<\/p>\n\n\n\n

First, we’ll explore how to create a villain strong enough to mobilize customers. Then, we’ll discuss the three problems your product or service should address, and how to write these problems (and their solutions) into your brandscript.<\/p>\n\n\n\n

Create a Villain<\/strong><\/h3>\n\n\n\n

Befor you larn the types of problems, you need a villain. A villain is the clearest way to focus conflict. The scarier and more powerful the villain, the more the audience wants to see them defeated. The villain doesn\u2019t have to be a criminal mastermind in a mob boss chair stroking a cat, but human or not, villains need to be personified. For example, if you\u2019re selling toothbrushes, the villain is plaque, and you might show a commercial in which plaque is an animated, talking blob that lives between your teeth. This makes a customer\u2019s frustrations more concrete and calls on her imagination. <\/p>\n\n\n\n

To harness the power of the villain for your brand, you need to cast your product or service as a tool the customer can use to take down the bad guy.<\/strong> <\/p>\n\n\n\n

A villain needs to be:<\/p>\n\n\n\n