Why your brand story is the wrong story to tell

There’s a classic storytelling mistake marketers make all the time. And it’s this:

We cast our brand as the hero. It sounds harmless, right? We’ve all been told to tell a good story or “make our work more narrative-driven.” But too often, that story starts with us, our features, our journey, our grand reveal.

Meanwhile, the audience are subsequently left on the sidelines, watching a movie they’re not in. But (I'm sorry to say) your brand isn’t Frodo. Your customer is.

You’re not the hero. You’re the guide.

The mentor. The wizard in the corner with a roadmap, a lantern, and a sick asf beard (because why not.) The sooner you shift your role in the story, the more powerful your marketing becomes. Come along now, my marketing magus, let me show you how.

First, if you need a refresher, this is the hero's journey framework. It is very important.

1. The Ordinary World – Where your customer is now

2. Call to Adventure – Something’s not working

3. Crossing the Threshold – They commit to change

4. Tests & Trials – It’s not easy

5. The Transformation – They grow

6. The Return – They’re better for it

Now apply that to marketing and reframe your role.

How? Start by tuning into the problem your audience is facing.

Don’t lead with your product. Lead with empathy. Your job is to articulate their challenge so clearly that they feel seen, maybe even relieved that someone finally gets it. From there, introduce the promise: the transformation they’re looking for, the better version of themselves they want to become. That vision should be bold, believable, and emotionally resonant.

Now - and only now - bring in your product, not as the star of the show, but as the essential tool that helps them win. It’s the sword, the map, the training montage. You are not the destination. You're the enabler. To build trust, show proof. Not just glossy testimonials, but real stories of real people overcoming the same challenges. Let them see themselves in the success.

And finally, when they’ve grown, changed, or achieved what they set out to do, don’t take credit, give it. Celebrate them. Make them feel like the legend they’ve become. That’s how you earn loyalty. That’s how you get remembered.

Positioning your brand as the guide doesn’t mean you fade into the background, either.

In fact, the guide is often the most beloved character in the story. They’re the trusted expert, the teacher, the cool older sibling with the hack that changes everything. Great guides don’t show off. They show up.

They make the hero stronger, braver, and more capable. And in return? The hero remembers them and tells the world!! Yay.

So, ask yourself:

• Are we talking about the audience or to them?

• Are we trying to be impressive, or trying to be helpful?

• Are we showcasing our product or showing how someone uses it to level up?

If your content doesn’t feel like it’s guiding someone somewhere... it’s probably just talking into the void. So if you’re stuck staring at a brief, remember this:

You’re not here to be the hero. You’re here to hand the hero the sword. 

-Sophie Randell, Writer