Who’s the hero of your brand’s story?

Wait, scratch that. Let’s start from another angle…

When you’re shopping around for a business-related product or service, who do you WANT to see as the hero in a company’s brand story?

• Is it the company? Are you enthralled as you read page after page on their website about how amazing they are? Their “commitment to excellence”? How they’re “different because we care about our customers more than all those other companies”?
• Or is it you? Are you fascinated when they tell your story? How they’re able to describe in vivid detail your quest, your beliefs, your questions and concerns, your challenges?

In other words, is it the company’s heroic journey that you’re most interested in, or is it your own heroic journey that truly gets your full attention?

To quickly start earning trust with prospects when they first land on your website, you need to tell an effective brand story. And you can’t do that if you’ve picked the wrong hero to focus your story on.

Your brand story should revolve around your ideal customer. Sure, there’s a time and place to introduce “why your company is so amazing.” But if your story is only about how awesome your company is, the customer’s story becomes an afterthought.

Would you be all that interested in learning more about a company that treats YOUR story as an afterthought?

Me neither.

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Want to stand out as the obvious choice?

Let’s explore ways to fine-tune your company’s messaging and uncover the gaps that may be stopping you from attracting more of your ideal prospects.