Your Customer is the Hero in Your Story

All good stories have a hero who needs to solve a problem and a guide who offers a plan, taking them on a journey that results in success or failure. If you don’t believe me, watch Lord of the Rings, the original Star Wars movies, Harry Potter, or The Hunger Games, all blockbuster hits that use this strategy.

This framework also applies to your brand. The trick is that many businesses think they are the hero and focus solely on their brand instead of what they can solve for their customers, like a guide.

The truth is customers only care about how you will solve their problems.

Customers are looking for a guide, not another hero. They are on a journey to solve a problem and want you to tell them clearly how to do it.

You will see results when your business stops playing the hero and understands your brand is a guide on their journey.

These are companies that solved problems for me personally.

ThredUp: I had too many expensive clothes and wanted to sell them easily. Local thrift stores took too long to respond, and I didn't have the time. I wanted a simple way to resell in a sustainable way, and they solved that problem by sending me a bag and processing my items easily through the mail.

Target: I have to buy things at a chain store for my family and want to feel like I am supporting a company with values. I noticed Target began partnering with designers that were People of Color (POC) to offer more diverse product offerings, highlighting products specifically for the LGBTQ+ community and increasing employee benefits and pay.

Airbnb: I love a good staycation in Sonoma County and having the comfort of home when I am away. Because I live in a fire-prone area and experienced the recent loss of my hometown of Lahaina, it’s also important to me to support companies that care for communities in disasters. Airbnb regularly donates housing during times of trouble in numerous areas; they worked with me personally through COVID-19, and have supported many of my friends in Lahaina.

People want brands that solve their problems; they want a guide, not a hero who focuses on themselves. Are you the hero or the guide in your brand? The more customer-centric you are, and the more you offer a solution to their problem - the more customers invest in you.

What are you solving for your customers?