When you read a great book or watch your favorite movie, who do you identify with?
Most of us identify with the protagonist—the hero—of the story. The person who faces challenges and overcomes odds to emerge victorious. The person we root for.
A relatable hero is what makes a narrative compelling and keeps us coming back for more.
The same is true when it comes to your business brand.
You see, every brand tells a story, and therefore every brand needs a hero. Your brand story involves the problem your product or service is trying to solve, and the unique way your business solves it. This means that your target customer is the hero of your brand story. The customer is the one facing the challenge and the one your business will help to become victorious.
While this seems like simple logic, many businesses misunderstand this narrative flow and make themselves the hero of their story. Too many websites lead with the accolades and merits of the company and too many social media marketing strategies focus on showcasing how innovative or impressive a business is.
The problem with this approach is that it doesn’t engage an audience long term. Effective brand marketing always starts with the customer and the customer’s pain points. When a consumer feels really seen and understood by a company, they feel the products and services are tailored specifically for them, and are more likely to turn into loyal, long-term customers.
By building the digital face of your company around your target audience, you turn the audience into the hero and everybody wins.
Have a story you want your brand to tell? Reach to our expert team to schedule your consultation by clicking here.
ATX The Brand is based in Austin, Texas and partners with startups, corporations, franchises, and Fortune companies to create meaningful change through innovative digital strategy.