Brand storytelling uses narratives to convey a brand’s values, history, purpose, and personality to its target audience. The hero’s journey is a narrative framework that outlines a hero or protagonist’s typical journey.
Using this framework with the customer as the hero, brand storytelling can create a powerful connection.
Brand storytelling involves creating and sharing compelling stories that engage customers, build relationships, and foster brand loyalty. Compelling brand storytelling can help a brand differentiate itself from its competitors, establish an emotional connection with its audience, and drive business growth.
The hero’s journey is a narrative framework that describes the archetypal journey of a hero or protagonist. It was developed by Joseph Campbell, a mythologist who studied the stories and myths of different cultures throughout history. The hero’s journey is a universal pattern in many stories, myths, and legends.
By using the hero’s journey with the customer as the hero, you create a compelling brand story that connects with your audience emotionally, establishes your brand as a trusted ally, and inspires customer loyalty.
This post is part of a cluster posts series related to “Branding: The Practical Guide For Brand Owners.“
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Brand storytelling is often connected to the hero’s journey because both involve a narrative arc that centers around a protagonist facing challenges and undergoing transformation. In the case of brand storytelling, the protagonist is the customer, and the story is told through the lens of how the brand can help them achieve their goals and overcome obstacles.
The hero’s journey is a storytelling framework developed by Joseph Campbell that outlines a typical narrative structure found in myths and stories throughout history. It typically involves a hero called to adventure, faces obstacles, overcomes challenges, and ultimately returns transformed.
In brand storytelling, the hero’s journey can be used as a template for crafting a narrative that positions the customer as the hero. The brand can then act as a guide or mentor to help customers overcome their challenges and achieve their goals.
For example, a fitness brand might tell a story about a customer unhappy with their weight and lifestyle. Still, through the help of the brand’s products and services, they embark on a transformation journey and ultimately achieve their desired health and fitness level. This story follows the hero’s journey structure and positions the customer as the hero who is eventually transformed with the help of the brand.
Brand storytelling is an effective marketing tool for several reasons:
Brand storytelling can create customer resonance in several ways:
The hero’s journey is a robust framework because it taps into universal human experiences and emotions, making it a relatable and memorable narrative structure.
The hero’s journey, as first outlined by Joseph Campbell, follows a pattern of a hero leaving their ordinary world, facing challenges and obstacles, undergoing transformation and growth, and returning to their world with newfound knowledge and skills.
This structure resonates with audiences because it reflects our journeys of self-discovery, growth, and transformation and speaks to our innate desire for purpose, meaning, and adventure.
By using the hero’s journey as a framework for brand storytelling, brands can create an engaging, emotional, and impactful narrative that connects with their audience on a deeper, more meaningful level.
It allows brands to position themselves as enablers and facilitators of their audience’s journey rather than simply trying to sell them a product or service. This can lead to stronger customer relationships, increased brand loyalty, and tremendous business success.
To help a customer on their hero’s journey, your brand needs to be a guide or mentor that can help them overcome challenges and achieve their goals. Here are some ways your brand can assist customers on their hero’s journey:
If you love quotes from people who matter, here are a few about the incredible benefits of brand storytelling to any business of any size. These quotes have been handpicked because they have the advantages down pat.
"By telling a great story, you can differentiate your brand from competitors, build trust and credibility with customers, and inspire brand loyalty and advocacy. Whether you're using social media, advertising, or content marketing, brand storytelling should be at the heart of your marketing strategy, as it has the power to transform your brand from a commodity to a meaningful and memorable experience."
"When done well, brand storytelling can inspire loyalty, build trust, and create a sense of community around your brand. The key is to be authentic and consistent in your storytelling, and to always keep your audience's needs and desires at the forefront of your mind. At its core, brand storytelling is about creating a meaningful and memorable experience for your customers that goes beyond the transactional."
In the hero’s journey, the Call to Adventure is the initial stage where the hero is presented with a challenge or opportunity that sets them on the path of transformation.
At this stage, the hero is often shown living an ordinary life, unaware of the greater forces at play in the world. The Call to Adventure disrupts their regular routine and presents them with a problem or task they must face.
The hero may initially refuse the call, feeling uncertain or unprepared, but eventually accepts the challenge and sets out on their journey.
This stage marks the beginning of the hero’s transformation, as they leave behind their old life and venture into the unknown.
In branding, the Call to Adventure stage can be seen as the moment when a potential customer becomes aware of a brand or product that offers a solution to a problem they are facing.
At this stage, the customer may live an ordinary life, unaware of the brand’s existence or benefits. The Call to Adventure disrupts their regular routine and allows them to explore and consider the brand’s offerings.
The customer may initially resist the call, feeling unsure or skeptical, but eventually becomes intrigued by the brand and its promises.
This stage marks the beginning of the customer’s relationship with the brand as they embark on a journey of discovery and consideration that could lead to a purchase and long-term loyalty.
In the hero’s journey, the Refusal of the Call stage occurs when the hero is presented with a challenge or an opportunity for transformation but initially resists or rejects it.
At this stage, the hero may feel overwhelmed by the magnitude of the task ahead or doubt their ability to succeed. They may also be attached to their current life and hesitant to leave their familiar routines and relationships behind.
The Refusal of the Call is a crucial stage in the hero’s journey because it forces them to confront their fears and doubts and decide whether to remain in their current state or venture forth on a journey of self-discovery and growth.
If the hero ultimately decides to accept the Call to Adventure, they will move forward into the next stage of the journey, but if they continue to refuse, the journey will end.
In branding, the Refusal of the Call stage can be seen as the moment when a potential customer hesitates or resists engaging with a brand or product.
At this stage, the customer may feel overwhelmed by the options available or unsure about the benefits the brand can provide. They may also be attached to their current habits and hesitant to try something new.
The Refusal of the Call is a critical stage for brands because it presents an opportunity to address potential customers’ concerns and build trust. Brands can offer resources such as educational content, social proof through reviews and testimonials, and limited-time offers to incentivize customers to take the next step in their journey.
If the customer decides to engage with the brand, they will move forward into the next stage, but if they continue to refuse, the brand must continue to provide value and build trust in hopes of changing their mind.
In the hero’s journey, the Meeting the Mentor stage occurs when the hero encounters a mentor or guide offering wisdom, knowledge, or resources to aid them.
At this stage, the hero may feel uncertain or overwhelmed by their challenges, and the mentor provides guidance and support. The mentor may give the hero a new perspective or teach them a skill or strategy to help them overcome obstacles and achieve their goals.
The Meeting the Mentor stage is pivotal in the hero’s journey because it marks a turning point in the hero’s development.
With the mentor’s help, the hero gains the knowledge and confidence they need to move forward.
In branding, the Meeting the Mentor stage can be seen as the moment when a potential customer seeks guidance or support to aid them in their decision-making process.
At this stage, the customer may have identified a problem they need to solve or a goal they wish to achieve but feel unsure about the best course of action. The brand can serve as the mentor by providing educational resources, such as guides or tutorials, that offer insights and advice on achieving their goals.
Brands can also offer personalized support through customer service channels or live chat, helping the customer navigate their options and make informed decisions.
The Meeting the Mentor stage is critical for brands because it allows them to build trust and establish relationships with potential customers, positioning the brand as a trusted advisor and ally in their journey.
In the hero’s journey, the Crossing the Threshold stage occurs when the hero leaves their ordinary world behind and ventures into the unknown, embarking on their transformation journey.
At this stage, the hero faces a significant challenge or obstacle that they must overcome to continue on their path. This challenge may be physical, emotional, or mental, but it represents a fundamental shift in the hero’s experience.
By crossing the threshold, the hero commits to their journey and begins to encounter new experiences, challenges, and allies that will aid them in their transformation.
The Crossing the Threshold stage is critical in the hero’s journey because it marks the beginning of the hero’s transformational process and sets the stage for the challenges and growth that will follow.
In branding, the Crossing the Threshold stage can be seen as the moment when a potential customer commits to engaging with a brand or product, leaving behind their previous habits or beliefs.
At this stage, the customer may have explored their options, considered the benefits and drawbacks, and ultimately decided to take action.
By crossing the threshold, the customer commits to their journey with the brand and begins to encounter new experiences, challenges, and benefits that will aid them in achieving their goals.
The Crossing the Threshold stage is critical for brands because it marks the beginning of a long-term relationship with the customer, positioning the brand as a trusted partner in their journey of transformation and growth.
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In the hero’s journey, the Tests, Allies, and Enemies stage occurs after the hero has crossed the threshold and encountered challenges, obstacles, and foes that test their strength, courage, and resolve.
The hero may encounter allies who offer guidance, support, and aid in their journey and enemies who seek to thwart or harm them.
Through tests and trials, the hero gains new skills and knowledge, overcomes their fears and weaknesses, and proves themselves worthy of their ultimate goal.
The Tests, Allies, and Enemies stage is a critical moment in the hero’s journey because it forces the hero to confront their limitations and transform themselves in the face of adversity.
In branding, the Tests, Allies, and Enemies stage can be seen as the moment when a customer faces challenges or obstacles that test their resolve and commitment to the brand.
At this stage, the customer may encounter unexpected difficulties, encounter competitors or detractors, or experience setbacks in their journey. The brand can serve as an ally by providing support, resources, and encouragement to help the customer overcome these challenges and continue on their path.
Brands can also address potential customers’ concerns and offer solutions to problems they may encounter. By demonstrating a commitment to their customers’ success and providing value beyond their products or services, brands can strengthen their relationships and build long-term loyalty.
The Tests, Allies, and Enemies stage is critical for brands because it allows them to deepen their connection with customers and differentiate themselves from competitors.
In the hero’s journey, the Approach to the Inmost Cave stage occurs when the hero reaches the threshold of their ultimate challenge, the heart of darkness where their greatest fears and doubts await.
At this stage, the hero may feel uncertain or anxious about the impending confrontation but is driven by a deep sense of purpose or duty.
The Approach to the Inmost Cave is a critical moment in the hero’s journey because it marks the story’s climax, where the hero will face their most significant test and either emerge victorious or be defeated.
The hero must prepare themselves mentally, physically, and spiritually to confront their ultimate challenge, drawing on all the skills, knowledge, and support they have gained throughout their journey.
In branding, the Approach to the Inmost Cave stage can be seen as the moment when a customer approaches a significant decision or commitment that will require them to face their fears and doubts.
At this stage, the customer may feel uncertain or anxious about the potential risks or challenges but is driven by a strong desire or need to achieve their goal. The brand can support the customer by providing personalized guidance, reassurance, and resources that help them prepare for the decision or commitment.
By acknowledging their fears and offering solutions, the brand can help the customer feel more confident and prepared to confront their ultimate challenge.
The Approach to the Inmost Cave stage is a critical moment for brands because it presents an opportunity to deepen their connection with customers and provide value beyond their products or services.
In the hero’s journey, the Ordeal stage occurs when the hero confronts their ultimate challenge, facing their greatest fears and doubts.
The hero may experience a physical or emotional crisis that tests their limits and forces them to make a crucial decision or sacrifice.
The Ordeal is a critical moment in the hero’s journey because it represents the story’s climax, where the hero is transformed and emerges stronger and wiser than before.
By facing their ultimate challenge, the hero proves their worth and achieves their goal, fulfilling their destiny and completing their transformation.
In branding, the Ordeal stage can be seen as the moment when a customer faces a significant challenge or obstacle that tests their commitment and determination.
At this stage, the customer may feel overwhelmed or uncertain about their ability to overcome the obstacle but is driven by a deep sense of purpose or desire. The brand can support the customer by providing personalized support, resources, and encouragement that help them stay focused and motivated.
By demonstrating a commitment to its customers’ success and providing value beyond its products or services, the brand can deepen its connection with the customer and build long-term loyalty.
The Ordeal stage is critical for brands because it presents an opportunity to demonstrate their value proposition and differentiate themselves from competitors.
In the hero’s journey, the Return stage occurs when the hero has completed their transformation, achieved their ultimate goal, and returned to their ordinary world.
At this stage, the hero must integrate the lessons, skills, and knowledge they have gained into everyday life and share their experiences with others. The Return is a critical moment in the hero’s journey because it represents the hero’s ability to share their newfound wisdom and knowledge with the world and positively impact their community.
The hero must also reconcile their newfound strength and perspective with their previous life, finding a way to bridge the gap between who they were and who they have become.
By completing the Return, the hero achieves a sense of closure and fulfillment, bringing their journey to a satisfying conclusion.
In branding, the Return stage can be seen as the moment when a customer has achieved their goal or overcome their challenge and now integrates their newfound knowledge and skills into their everyday life.
At this stage, the customer may feel a sense of accomplishment but also need support translating their new experiences into practical, everyday applications. The brand can support the customer by providing ongoing resources, education, and inspiration that help them maintain their progress and build on their achievements.
By demonstrating a commitment to the customer’s long-term success and providing value beyond their initial engagement, the brand can deepen its relationship and build long-term loyalty.
The Return stage is critical for brands because it represents an opportunity to create a sense of momentum and continuity with the customer, positioning the brand as a trusted partner in their ongoing journey of growth and transformation.
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Some of the most commonly asked questions on brand storytelling are listed below … with their quick answers. These are good extra angles from which to understand and exploit the power of brand stories for your business.
To make your brand story feel sincere and authentic, start by being honest about your values, mission, and history. Share your story meaningfully with your audience, and avoid trying to appear perfect or flawless. Emphasize the human element of your brand, and use real-life examples to illustrate how your products or services have positively impacted people’s lives. Finally, be consistent in your messaging and actions, and stay true to your brand’s core principles.
First, ensure your brand story is clear, concise, and consistent across all channels and touchpoints. This will help your audience understand who you are and what you stand for. Second, focus on connecting with your audience on an emotional level by telling stories that are relatable and relevant to their lives. Use real-life examples and anecdotes to illustrate the value and impact of your products or services. Finally, use authentic and relatable stories grounded in reality to make your brand more relatable and trustworthy.
First, avoid being too sales-y or promotional in your messaging, as this can be insincere or inauthentic. Instead, focus on telling engaging, meaningful, and relevant stories to your audience’s interests and needs. Second, avoid jargon or complex language that your audience may not understand, as this can make your brand story confusing or inaccessible. Finally, avoid making promises you can’t keep or exaggerating the impact of your products or services, as this can damage your credibility and erode trust with your audience.
A brand may have multiple products or services that appeal to different segments of the market, each with its unique story and messaging. For example, a clothing brand may have a sustainability-focused story for its eco-conscious customers and a fashion-focused story for its trend-focused customers. A brand can build a more nuanced and compelling narrative by tailoring its storytelling to different audiences and contexts.
The customer should be the hero of the brand story because the customer ultimately benefits from the brand’s products or services. By positioning the customer as the hero, the brand acknowledges the customer’s needs, desires, and aspirations and demonstrates how the brand can help them achieve their goals. This approach creates a more customer-centric narrative focused on delivering value and solving problems rather than promoting the brand’s interests. It also helps to build trust and credibility with customers, as they are more likely to identify with a brand that puts their needs first.
1. Brand storytelling utilizes narratives to communicate a brand’s values, history, purpose, and personality to its target audience. Brand storytelling can create a compelling emotional connection and establish trust by using the hero’s journey as a narrative framework, where the customer is the hero.
2. Brand storytelling creates and shares captivating stories that engage customers, build relationships, and foster brand loyalty. It can help a brand stand out from competitors, connect emotionally with its audience, and drive growth. The hero’s journey, a narrative framework developed by mythologist Joseph Campbell, describes the universal archetypal journey of a hero or protagonist that appears in many stories and myths across cultures and history.
3. Employing the hero’s journey with the customer as the hero produces a powerful brand narrative that emotionally resonates with the audience, cements your brand as a reliable ally, and stimulates customer loyalty.
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