Make the Customer the Hero
If your message centers you, it usually lands flat.
Customers want to feel understood and guided.
Headspace doesn’t lead with features.
It leads with the outcome people want, and it behaves like a guide.
A clean case study is Nike Run Club.
Nike could talk about shoes all day.
Instead it leads with you.
Your miles.
Your streak.
Your progress.
The product supports the hero’s journey.
Simple idea coined from: Building a StoryBrand by Donald Miller (2017).
Messages centered on yourself typically fall flat. Customers seek to feel understood and guided, not to hear about your features.
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Get hungry. Properly hungry, where you cannot concentrate. What chocolate bar just showed up in your head? For a lot of people it was Snickers. Now it is three in the afternoon and you are fading. What do you reach for?
Ethos, Pathos, Logos: How Brands Actually Persuade
Ethos, pathos, and logos are the three appeals Aristotle named almost two and a half thousand years ago. Ethos is character, and whether people believe who you are. Pathos is emotion, and how you make people feel.
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A brand archetype is a recurring character pattern that people recognize across every culture and every story. Nike is a Hero. Harley-Davidson is an Outlaw. The archetype is not what a brand says about itself.