Your Brand Is Not a Hero — Your Customers Are

It’s true that we are each the main character — the leading actor per se — in our own lives, in our own stories. I would think a bit of self-reflection would be required if a person ever thought of themselves in a supporting role in their own storyline.

Of course, it is easy for a brand to think that their story is also all about them — and step into that role as the lead, as the hero.

But in that regard, the brand would be wrong. In the area of brand storytelling, the brand is never the hero. The customer is. The brand is simply the helpful guide, assisting the customer — the hero — as they embark upon their journey.

Here at Sagon-Phior, we often communicate a simple, albeit a powerful, message. “Everyone has a story that defines their life… and chooses brands that support that story.”

Focusing Your Brand’s Story on the Hero

When developing a brand’s story, it is imperative that you remain focused on the customer and their needs, desires, challenges, and goals — and not on your product or service’s features and benefits. Frankly speaking, no one cares.

Think of it like this as I geek out on you for a second. In this analogy, your customer is Frodo Baggins, and you are his guide, Aragorn. Did Aragorn walk onto the scene bragging about how he was actually the heir of Isildur, how he could lead an army of the dead, and why, all in all, he was the man? Absolutely not. Instead, he first helps an injured Frodo when he meets him and pledges some level of fealty to the hobbit to assist him as he fulfills his quest to destroy The Ring.

In this scenario, Frodo remains the hero, he continues to be the main character, and stays central to our focus — even as Aragorn becomes his guide.

And that should be the goal of your brand — ensure your audience knows who the story is about in order to keep their interest: It is always them. However, that doesn’t mean your brand isn’t important, because without you guiding your hero, mentoring them, advising them, giving them the tools they need… they cannot move past their dilemma. You are their beacon, their guiding light, their North Star — and their trust, their loyalty, and their return business will make you feel like a hero.

Brands That Do It Right

Now that you understand the importance of making your customer the hero, let’s take a look at some global brands who get it — and who do it right consistently. Keep in mind that none of these companies position their brands around features and benefits, instead they seek to inspire and motivate their hero to rise to the occasion, to do more, to push further, to achieve (using their brand, of course).

· Nike: The tagline “Just Do It” is all about inspiring the customer. Never does the company talk about technological advancements implemented into a running shoe or why moisture-wicking material will make a workout more enjoyable — absolutely not! While those are important perks and offer validation of a buying experience, the “Just Do It” campaign featured professional and amateur athletes talking about their accomplishments and the emotions they feel as they exercise, placing the emphasis on the customer. It was aspirational, and it connected. It made a person picture themselves in that role of warrior, of champion, of victor — and that vision in the mind’s eye made an individual trust Nike to get them there.

· Apple: This is a classic example. And it really, really makes me miss Steve Jobs, who got this concept better than almost everyone. Steve was the ultimate sales guy, who realized that features and benefits did not necessarily differentiate a brand or result in sales. Instead, he created a brand personality that centered on “lifestyle, imagination, liberty regained, innovation, passion, and hopes, dreams, and aspirations.” Steve didn’t sell iPods based on their new age design and sleek look that felt ahead of the times. Rather, he sold the idea of the freedom and excitement that came with having “a thousand songs in your pocket.” He offered “power-to-the-people” through technology and created a revolution in modern tech culture by allowing Apple’s heroes to harness a powerful medium that connects, energizes, and stimulates: Music. He gave people a tool that powered the soundtrack of their lives.

· Adobe: This brand believes in the concept of “Creativity for All.” The company goes on to proclaim that “we believe everybody has a story to tell. Adobe Creative Cloud unleashes creativity so anyone — from the most demanding professional to students just starting out — can make whatever they want, wherever they want.” That message is as empowering as it is inclusive and equalizing. The brand is telling me that, “Hey! You might be a pro or a novice, it doesn’t matter, we believe in your imagination and in your abilities.” They offer encouragement that the power of innovation can be channeled by anyone, no matter their background — and it is their tools that mark the pathway of a new and great experience.

How to Make Your Customer the Hero

The first step in making your customer live at the forefront of your brand’s story is to take their point of view. Instead of talking about a product or service… a feature or benefit… discuss how those things make the user — the customer — feel. Convey emotion that speaks to an internal, human problem, not an external frustration, and then address the philosophical hole your brand fills — why that problem is wrong in the first place.

Answer these questions when seeking to position your customer as the hero:

· Will this idea, campaign, or website resonate with an audience on an emotional level? Do they see themselves in this situation and does the idea make them care enough to act? Is it transformative?

· Does what you are proposing inspire and move the audience toward consideration?

· Does it make them think and encourage them to “lean in,” engage, or respond?

· Does it guide the audience through the idea or journey in a way they can fully relate to?

· Does the customer see themselves as part of the story, as a participant in the story, or merely an audience member watching something else?

· Does the customer feel the pain points and experience a pleasure response when the issue is resolved?

· How empathetic can you make someone feel when you focus on the customer and not your brand?

Hero Making in Action

At Sagon-Phior, we are passionate about hero making. Here are two examples of how the hero making concept helped our clients reposition their brand in the eyes of the customer and transition away from offering a list of features and benefits that no one cared about.

· Graphisoft: This company traditionally focused on the features and benefits of their software, so when we began working with them, we readjusted the positioning to be about the architects they were trying to connect with. We uncovered the architects’ pain points, sought understanding on what inspired them, and identified what they really cared about. The original digital series explored how a new wave of architects is pushing the boundaries of creativity and collaboration in ways never before considered possible. And our focus, throughout it all, remained on the architect, and not the bells and whistles of the software program.

· IKIN, Inc.: This organization was the first company to invent a fully interactive, high-quality, affordable holographic eco-system that enables any person to create, interact, touch, and feel stunning holographic environments in the palm of their hand. Instead of focusing on the technology that enabled this type of experience, though, our team centered the attention of the customer on the experience that they would have.

Good Stories with Happy Endings

Everyone wants to realize their own “happily ever after.” Therefore, place your customer at the center of everything your brand does and reinforce the idea that your product will allow your hero to realize their mission, conquer their quest, and attain success. Know who your main character is, understand their problem, and be their guide as you help them to win the day.