When it Comes to your Brand, Don’t be a Hero

Have you seen the new Amazon Christmas ad? It tells a beautiful story of a ballerina preparing for a big show. She diligently and against all odds, trains and rehearses, but unfortunately — Covid — the show is canceled. Her dream shatters before her eyes.

But then, in a burst of community spirit, her family, friends, and neighbors come together to give her a stage and an audience for her big night.

In the final scene, she’s seen on a rooftop at night, with a flashlight beaming down at her, creating a spotlight on her enchanting performance as neighbors watch and applaud through their windows.

Although I hate to say it about an ad for a big box store, but it kind of got me.

Every good story starts off with a character who we can relate to, with a desire or motivation that we understand. We root for them as they overcome obstacles and cheer when they finally reach their happily ever after.

Who is this character in your business? Who are you rooting for and celebrating?

I’m subscribed to a newsletter, and their letterhead has the photo of a woman with a wide smile. Her hands are stretched over her head, and she points her index fingers directly at herself. Each time I see this picture, I cringe slightly because the message it sends is that their business is focused on themselves and not on the customers they’re serving.

Just as every compelling story needs a hero, every compelling brand needs one too. Your brand’s hero shouldn’t be your brand. It should be your customer. Your customer should be the one you are rooting for, celebrating and guiding them toward their happily ever after.

When your customer is your brand hero, your business reaps the benefit. According to Deloitte and Touche, customer-centric companies were 60% more profitable compared to companies that were not focused on the customer.

Our brands benefit when we have our clients at the center of our communication as our hero. That means that we should communicate how well you know, understand, and empathize with your hero and their struggle and how much you applaud and cheer their successes.

That way, your clients know that their success is your focus, and you want to get them there. Let their victories be your victories. Let them be the star of the show and the hero in your stories.