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I hear people talk about the power of “story” in marketing.
The best marketers – and the best brands – are the ones who tell the best stories.
However, I believe most brands tell the wrong story… And it costs them millions.
So… Whose story are you telling?
Each story has four characters: the hero, the victim, the villain and the leader. Understanding these roles is crucial for anyone who wants to build a personal brand that actually connects with people.
Why?
Because how you present yourself in your marketing – whether you are aware of it or not – shapes how your audience feels about you.
The most successful marketers don’t try to be the hero of their stories. You take on the role of the leader. This small but impactful change builds trust, shows you have what it takes, and makes your audience want to stay with you.
That’s why it’s so important that you be the leader, not the hero, of the story you’re telling.
The four characters in each story
1. The hero
The hero is the main character. They are the ones who take on challenges, figure things out, and strive for transformation.
For us, heroes are strong. In reality, heroes in stories are actually weak. You doubt yourself. You make mistakes. They don’t know if they have what it takes. They only become heroes at the end of the story.
In your company, your customers are the heroes. They are the ones who are on the journey looking for answers to their problems. She are the ones who have difficulties.
When you position yourself as the hero of your story, you are actually positioning yourself as weak.
2. The victim
The victim is stuck, powerless and doesn’t know what to do next.
Although we can empathize with the victims, they do not inspire us to act. If your personal brand positions itself as a victim, it makes you come across as weak or unreliable – not the type of person people turn to for help. There are real victims in this world, and you may even be a victim from time to time, but never play the victim in your branding.
It makes people feel sorry for you, but it doesn’t make them trust you.
3. The villain
The villain causes the hero’s struggles. They are selfish, dismissive and only interested in their own gain. Nobody wants to work with a bad guy.
And yet some brands inadvertently take on this role by being pushy, manipulative, or putting profits over people. In stories we love, villains never win.
4. The Guide
The guide is the helper. They are wise, empathetic, and focused on helping the hero succeed. Think of Yoda star Wars or Haymitch from The Hunger Games. The guide is not the star, but it is essential. They’ve been where the hero is and know exactly how to help them win.
In fact, leaders are the strongest characters in stories. They are the ones who have already won and have nothing to prove. This is the role your personal brand should play.
Why your personal brand should be the guide
Being the guide means stepping out of the spotlight and letting your customer shine. It’s not about you; it’s about her. Also within your marketing.
This approach creates connection and trust because it shows that you understand their problems and know how you can help.
Take Apple’s marketing, for example. Their products are undoubtedly cool, but their messaging always puts the customer first. They do not shout, “Look at us; We are great.” Instead, they show how You can be creative with their tools, make contacts and be successful. Apple is the leader, giving you the lightsaber to conquer your galaxy.
Or look at Nike. Their slogan “Just Do It” isn’t about them. It’s a battle cry You to overcome challenges and prevail. Nike’s role? They are the trusted partner to help you get there.
This is how you take on the role of guide in your personal brand
The way a leader appears in a story is associated with empathy and expertise. They are important because they know the hero’s struggle and already know how to overcome this challenge.
Think of Hamich in Hunger Games. He feels for Katniss because he took part in the Hunger Games, but he also won, so he brings his expertise with him. If the guide doesn’t have these two qualities, they don’t belong in the story.
This also applies to your personal brand – and your customers feel it.
If I go to a gym and say to a trainer, “I want to get in shape,” and they say, “Me too,” then they are not my guide. You show compassion, but I’m not looking for a friend. I’m looking for someone to help me succeed.
If I tell another coach the same thing and he pulls up his shirt to show off six-pack abs and says, “Just be a little more disciplined and work harder.” It’s easy. “You’re not my guide either. They may have authority, but they lack empathy.
If I say to a third coach that I want to get in shape, and that coach says, “I understand. It’s hard to get in shape, especially when you’re so busy. I used to not feel good physically, but I’ve developed a proven method for getting in shape and feeling better physically while still eating ice cream every now and then.” I just found my trainer.
You must have both empathy and expertise to tell your customer’s story.
How do you do that?
Lead with empathy.
Empathy is the secret of trust. First, let your audience know that you understand them – you understand their challenges and what they are struggling with. Speak their language and show that you are there to help.
Example: Instead of saying, “I’m an award-winning career coach,” try, “I know how stressful it is to send out applications and hear crickets.” That’s why I’m here to help you find the job you want You deserve.”
Here’s how:
- First, name your problems and then talk about how you understand them.
- Talk about how you were like them before you found a way forward.
- Address feelings such as frustration, overwhelm, anxiety, or fear.
- Your message should always reflect what your audience cares about. Leave the jargon behind and focus on your goals, frustrations and dreams.
- Always lead with empathy. The old saying is true: “If they don’t know how much you care, they don’t care how much you know.”
Show that you know your stuff.
Empathy is great, but people also want to know that you are the right one. Don’t just tell them you’re an expert – prove it with results. Clearly demonstrate your proven specialist knowledge.
Example: Share transformation stories. For example, if you’re a business consultant, talk about how you helped a company increase sales.
Here’s how:
- Share before and after case studies.
- Show real numbers and data to support your expertise.
- Create content that teaches your audience something valuable.
- Display awards, certifications, media spotlights, statistics, or logos of major companies you’ve helped on your website.
You should only talk about yourself in your marketing if you want to show empathy for your customer’s problem and demonstrate your expertise to show that you can solve their problem.
That’s it.
Anything else just positions you as the hero of the story. Your customer may be impressed with you, but they’re looking for a leader, not another hero.
It’s about them, not you
Building a personal brand that’s all about being the guide isn’t just a smart marketing move – it’s a way to create a real connection with people. It’s about saying, “I see you, I understand what you’re going through, and I’m here to help.” You can do this particularly through empathy and demonstration of expertise.
So here’s the big question: Do you position yourself as a hero or act as a leader? Stop telling your story and invite your customers into a story where they become the hero. Because when they win, you win.