If you think about your favourite movie, it probably follows a plot that goes something like this:
The Hero of the story wants to do something, get somewhere, save someone, reach a goal, accomplish a mission …. you get the idea. But they can’t do it on their own.
Enter the Guide. The role of the Guide is to help said Hero achieve what they want to achieve, fulfil their dreams and go on to win the day!
Luke Skywalker had Yoda. Simba had Rafiki. Harry Potter had Dumbledore. Frodo had Gandalf.
So, here’s the thing. Your customers are NOT looking for a Hero, they’re looking for a Guide – to help them get to where they want to get to and be who they want to be.
Tuning into your customer’s story allows you to position yourself as that Guide, who can help them achieve what they truly desire.
When thinking about your Brand Story, try starting with the question – what does my customer really want and who am I helping them to become?