Stories connect us all
To reach your target audience, it is important to work from your purpose; as previously described, idealism is the foundation for this. That sounds great, but you might be wondering how to bridge that gap in the market for your product. The answer is: Storytelling. Stories often have a moralistic nature, which allows them to appeal to universal human values.
It is rare for heroes to be able to solve their problems on their own, so what do they do? They ask for help from a sidekick, guide, or guru: that’s YOU!
Because you have taken the time and attention to look deep within and reflect on who you are and what you stand for, you can now project that much more effectively to the outside world through your brand. Thanks to the character traits you have discovered about your company, you can truly strengthen your brand and convey your story in the right way to the right target audience. This is the ideal starting point for your brand's unique story. Stories provide recognition, and every good story makes use of archetypes. The hero is the protagonist of your brand story: the customer/client. Every story has a hero who has a need. Your task here is to define the hero and what they need from you.
Once you have defined the hero and their basic needs, you move on to the problem. Every hero in a story faces a multitude of problems, and their goal is to solve them.
It is rare for heroes to be able to solve their problems on their own, so what do they do? They ask for help/guidance from a sidekick/guide/guru (that’s YOU). You must be able to encourage the hero and provide a solution to the problem. The guide is the moment where you show how the brand helps customers in specific ways. Many marketers fail at this step because they feel the urge to prove themselves. This usually results in positioning the brand as the hero, even though you are the guide. That is why recognition is so important.
