Hero-Making 101 - Make Your Customer the Main Character

Who doesn’t enjoy a good story? Our lives are full of myths, legends and narratives that resonate with us and allow us to connect with others. From carvings in stone to streaming on our screens, stories have been with us forever. 

Some stories are rib-ticklers, some make us choke up with that weird ‘lump in the throat’ feeling and others are just utter tripe. Regardless of the type of story being told, we tend to listen because we just can’t get enough of them. 

When brands utilise the power of storytelling, they shift themselves from just being a product or a service to becoming part of someone’s personal journey. Stories humanise the brand and turn your brand values into relatable experiences. 

With that in mind it’s easy to think that the brand should be the hero, they’re the innovators, solution providers and saviours to the customers right?

Wrong. 

Why the customer should be the main character - not your brand

The problem is, customers don’t want a hero, they want to be in the spotlight of their own story. When a brand tries to be the hero they inadvertently shove the customer to the sidelines and make them a passive extra, an approach that feels impersonal, self-centred and disconnected from what the customer actually wants. 

What customers actually want is a guide and your brand should be the guide they need, someone who understands their challenges and gives them the right tools to help them succeed on their terms. 

By taking on this role as a trusty sidekick, you’ll empower your customers to achieve their own transformations. Shifting this narrative so customers can see themselves as the heroes creates a deeper, emotional connection and long-term loyalty. Your brand becomes a trusted ally and your customers feel seen, supported and successful. 

Need some examples? Here’s the hero's journey in action

Dove

The Hero: Women reclaiming self-worth 

The Journey: Rejecting unrealistic beauty standards. 

Dove’s Role: The advocate and confidence booster

Jaguar Land Rover

The Hero: The Explorer

The Journey: Venturing new terrains and adventures

Jaguar Land Rover’s Role: The powerful and reliable vehicle

HelloFresh

The Hero: The aspiring home chef 

The Journey: Conquering the stress of meal planning 

HelloFresh’s Role: The prepped ingredients provider

Ask yourself “How is my brand helping someone become who they want to be?”.