“The customer is the hero of our brand’s story, not us.
When we position our customer as the hero and ourselves as their guide, we will be recognized as a sought-after character to help them along their journey.
In other words, your audience is Luke Skywalker. You get to be Yoda.
It’s a small but powerful shift. This honors the journey and struggles of our audience, and it allows us to provide the product or service they need to succeed.
Imagine your customer is a hitchhiker. You pull over to give him a lift, and the one burning question on his mind is simply, ‘Where are you going?’
But as he approaches, you roll down the window and start talking about your driving philosophy, or the fact that your grandfather built this car with his bare hands, or that your road trip playlist is all 60’s rock. This person doesn’t care. All he wants to do is get to San Francisco!
The goal for our branding should be that every potential customer knows exactly where we want to take them.
It’s harsh, but your customers don’t really care about your business beyond how it can help them solve a problem and make life better. The sooner you realize this and embrace it, the sooner you can show customers how much you can help them.”