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  • Holly Zachan

The Brand Ego Check: Your Customer wears the Hero Cape

Updated: Feb 12

Storytelling is a potent tool. I was recently at a marketing workshop and one slide hit the nail on the head: "People remember stories... they don't remember facts" (unless you drill it in!). The stories a brand tells can make a profound difference in a customer's journey. If you remember just one thing, let it be this: "You are not the hero of the story; your customer is." Curious why? Here are the top 5 reasons why:



  1. Customer-Centric Narratives: Effective storytelling places your customer at the centre of the narrative. It's not about showcasing your brand's accomplishments but about addressing your customer's needs, desires, and challenges.

  2. Empathy and Connection: When you make your customer the hero, you demonstrate empathy. You show that you understand their world and genuinely care about their success. This connection fosters trust and loyalty.

  3. Problem Solving: Your customer is on a quest, facing obstacles, and seeking solutions. Position your product or service as the trusted guide that aids them on this journey. Your role is to offer tools and insights to overcome challenges and filter these through your marketing.

  4. Emotional Resonance: Stories with a relatable hero evoke emotions. By focusing on your customer, you create a narrative that resonates with their experiences, aspirations, and dreams, forging a powerful emotional bond….your brand becomes unforgettable.

  5. Long-Term Relationships: When your customer takes the lead role, it's not just a transaction; it's the beginning of a relationship. You're not trying to sell; you're striving to serve and add value throughout their journey.


To wrap up remember that in the art of storytelling, your customer is the true hero. Craft narratives that empower, inspire, and lead them to success, and you'll find that the story you co-create becomes a lasting one that creates a loyal brand base.

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