A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.
This response is important for our ability to learn from mistakes, but it also gives rise to self-criticism, because it is part of the threat-protection system.
One touch of a red-hot stove is usually all we need to avoid that kind of discomfort in the future. The same is true as we experience the emotional sensation of stress from our first instances of social rejection ridicule. We quickly learn to fear and thus automatically.