I’ll begin this article with a short story…
The old warehouse buzzed with anticipation. Hundreds of people, from wide-eyed teens to grizzled veterans, packed the space. They weren't here for a concert or a rally. No, this gathering was for something far more primal: storytelling.
As the lights dimmed, a hush fell over the crowd. A lone figure stepped onto the makeshift stage, bathed in a soft spotlight. It was Sarah, the founder of Eco-Threads, a sustainable clothing brand that had exploded from a garage startup to a global phenomenon in just five years.
Sarah didn't begin with sales figures or growth projections. Instead, she started with a story.
"Picture this," she said, her voice barely above a whisper, yet carrying to every corner of the room. "A young girl stands on a beach, tears in her eyes as she watches yet another sea turtle struggle against a tangle of discarded plastic.
That girl was me, twenty years ago. And in that moment, I made a promise – to that turtle, to our oceans, to our planet. A promise that would shape my life and, as it turns out, the lives of millions."
The audience leaned in, captivated. This wasn't just a company origin story. It was the beginning of a myth.
Sarah continued, weaving a tale of challenges overcome, unlikely allies found, and a vision that refused to die. She spoke of the first Eco-Threads t-shirt, made from reclaimed ocean plastic, and how it felt like holding a piece of that long-ago promise in her hands.
But then, Sarah did something unexpected. She invited others to share their stories.
A young man stood up, his voice shaking slightly. "I was that kid everyone laughed at for picking up trash on the way to school," he said. "The day I put on my first Eco-Threads shirt, it felt like armour. Like suddenly, I wasn't alone anymore."
An older woman followed. "I've been in the fashion industry for 40 years," she declared. "I thought I'd seen it all. But when my granddaughter showed me her Eco-Threads dress, I realised I was witnessing something special."
Story after story poured forth, each one a thread in a tapestry far grander than any single narrative. It wasn't just about clothes anymore. It was about identity, purpose, belonging.
As the last story faded, Sarah stepped forward again. "This," she said, gesturing to the crowd, "this is Eco-Threads. Not the clothes we make, but the stories we share. The changes we inspire. The future we're creating together."
The warehouse erupted in cheers and applause. But it wasn't just excitement in the air. It was something deeper. A sense of being part of something greater than oneself. A feeling of having found not just a brand, but a legend to believe in.
In that moment, it was clear: Eco-Threads hadn't just created a customer base. They'd birthed a mythology.
Now, you might be thinking, ‘That's all well and good for a hip, eco-friendly clothing brand. But what about our business? We sell software/insurance/industrial equipment. How can we create that kind of story?’
The truth is, every brand has the potential for myth-making. It's not about what you sell. It's about the experience you offer, the values you embody, and the community of brand ambassadors you create.
Let's face it, your customer value proposition (CVP) isn't just some dry statement gathering dust in a PowerPoint deck. It's the beating heart of your brand's mythology. It's the prophecy that your customers fulfil when they choose you.
So, how do we transform your CVP from a forgettable tagline into a legendary narrative that turns customers into passionate co-authors of your brand story? Let’s find out.
Remember when you were a kid, and every story seemed to have the same characters? The brave hero, the wise mentor, the trickster who kept things interesting? Those weren't just coincidences. They were archetypes – universal patterns that resonate deep in our collective unconscious.
The concept of archetypes was popularised by Carl Jung, the famous Swiss psychiatrist and psychoanalyst. Jung proposed that these universal, archaic patterns and images derive from the collective unconscious and are the psychic counterpart of instinct. They're found in literature, art, film and TV, and yes, even in brand storytelling.
Why are archetypes so powerful? Because they tap into something primal and universal. They're shortcuts to understanding, allowing us to quickly grasp the essence of a character or, in our case, a brand. When we recognise an archetype, we instantly know what to expect, what role it plays, and how it might interact with others.
Your brand story needs these archetypes. They're the familiar faces that make your customers feel at home in your narrative. Let's break them down:
By weaving these archetypes into your brand narrative, you create a story that feels both fresh and familiar. It's like that new coffee shop that instantly feels like home – novel, yet comforting.
Now, let's get practical. How can you incorporate these archetypes into your brand story? Here's a task list to get you started:
Task: Create detailed customer personas that go beyond demographics. What are their hopes, fears, and dreams?
Action: Conduct customer interviews or surveys to gather real stories about their experiences with your brand, as well their obstacles and motivations in the category in general.
Task: List the ways your brand guides and supports customers.
Action: Develop a brand voice guide that embodies mentor-like qualities (wisdom, support, challenge).
Task: Identify conventional wisdom in your industry that your brand challenges.
Action: Create a campaign that showcases your unconventional approach or solutions.
Task: Map out touch points where customers can interact with each other.
Action: Implement a community platform (forum, social media group, etc.) and plan engagement activities.
Task: Clearly articulate the main problem or challenge your customers face.
Action: Create content (blog posts, videos, etc.) that addresses this challenge head-on.
Task: Reframe your main marketing messages as a call to adventure.
Action: Develop a new tagline or campaign that positions your offering as the beginning of a transformative journey.
Task: Create a brand story blueprint that shows how all these archetypes interact.
Action: Write a short brand story or manifesto that incorporates all six archetypes.
Task: Ensure your entire team understands these archetypes and their roles.
Action: Conduct a workshop to train staff on how to embody these archetypes in customer interactions.
Task: Review your existing content through the lens of these archetypes.
Action: Update or create new content to better align with your archetypal brand story.
Task: Set up metrics to track how well your archetypal story resonates with customers.
Action: Monitor engagement, sentiment, and conversion rates before and after implementing your archetypal brand story.
Before we dive into how this applies to your brand, let's take a quick detour into the realm of myth and storytelling.
Introducing ‘The Hero’s Journey.’ The Hero's Journey is a fundamental pattern of human storytelling that's been around since we first gathered around campfires to share tales.
Joseph Campbell, a mythologist and writer, identified this universal structure in myths and stories from cultures around the world. From ancient epics like Gilgamesh to modern blockbusters like Star Wars, this pattern shows up again and again. Why? Because it resonates with something deep in the human psyche. It's a map of transformation, of growth, of becoming and belonging.
And guess what? It's also a perfect template for your customer's journey with your brand. Now, let's break down the stages and see how they map to your customer's experience. Plus, we help you to actually put this into practice with a task list for each one:
Task: Identify their ordinary world by creating detailed personas of your typical customers before they encounter your brand. What are their pain points? What's missing in their lives?
Task: Facilitate 'Return with the Elixir' by creating a referral program that encourages satisfied customers to share their stories and bring others into your brand community.
Here's where the magic really happens.
Your brand story is a living, breathing epic that your customers help write every single day.
The concept of co-creation isn't new, but its application to brand storytelling is revolutionary. It stems from the idea of ‘value co-creation’ introduced by C.K. Prahalad and Venkat Ramaswamy in their 2000 Harvard Business Review article, ‘Co-Opting Customer Competence.’ They argued that the future of competition lies in an altogether new approach to value creation, based on an individual-centred, co-creation of value between consumers and companies.
In the realm of brand storytelling, this translates to a shift from brands as storytellers to brands as story facilitators. It's about creating a narrative framework that customers can step into, contribute to, and make their own.
This approach aligns perfectly with the participatory culture of the digital age. Social media, user-generated content, and online communities have made it easier than ever for customers to contribute to brand narratives. It's no longer about broadcasting a message; it's about starting a conversation.
Think of your brand as a massive multiplayer role-playing game. You've created the world, the basic rules, the main quests. But it's your customers who bring it to life with their own subplots, side quests, and unexpected twists.
How do you make this happen? Let's break it down into actionable steps:
Task: Identify potential platforms for customer stories.
Action: Set up a dedicated hashtag, create a story submission page on your website, or launch an incentivised user-generated content campaign.
Task: Define key moments in your customer's journey with your brand.
Action: Create a recognition program that highlights customer achievements. This could be through social media shoutouts, a "Customer of the Month" feature, or even a yearly awards ceremony.
Task: Regularly review customer stories and feedback for emerging themes.
Action: Update your brand messaging and product development to reflect these customer-driven narratives.
Task: Design challenges or initiatives that require community participation.
Action: Launch a crowdsourcing campaign for a new product feature or a community-driven charity initiative.
Task: Develop ways for long-time customers to mentor newcomers.
Action: Implement a customer mentorship program or create a tiered community structure that recognises and empowers veteran customers.
Task: Create a system for curating and amplifying the best customer stories.
Action: Develop a content calendar that regularly features customer stories across your marketing channels.
Task: Provide customers with tools to create and share their brand experiences.
Action: Develop a simple app, web tool or ways to personalise content that allows customers to easily create and share visual stories about their experience with your brand.
Task: Incorporate customer stories into your product development process.
Action: Create a feedback loop where customer stories directly inform new features or products.
Task: Engage customers directly in shaping your brand narrative.
Action: Host regular workshops or focus groups where customers can contribute to your brand's evolving story.
Task: Develop metrics to track the impact of co-created stories.
Action: Implement analytics tools to measure engagement, sentiment, and conversion rates related to customer-generated content.
Your CVP isn't just a promise of value. It's an invitation to adventure, a call to become part of something greater than oneself. When you weave your customers into your brand mythos, you're not just selling a product. You're offering membership in a living legend.
Think about the brands that have achieved this. Apple isn't just selling computers; they're inviting you to ‘Think Different’ and change the world. Nike isn't just selling shoes; they're challenging you to ‘Just Do It’ and become the hero of your own athletic journey. These brands have transcended mere commerce to become cultural touchstones, their logos modern-day heraldic symbols.
But here's the most crucial part: this isn't just for the big players. Every brand, no matter how small or niche, has the potential to create a compelling mythos. Your story doesn't need to change the world; it just needs to change your customer's world.
Remember the key elements we've explored:
These aren't just marketing tactics. They're the building blocks of human connection, the very essence of how we understand ourselves and our place in the world.
So, what's next? Here's your call to action:
So, are you ready to transform your brand story from a simple sales pitch into an epic saga? The pen is in your hand, and the next chapter awaits. Your customers are listening, eager to take up the mantle of hero in your brand's unfolding myth.
What tale will you tell?
Will it be a story of transformation and triumph? Of community and shared purpose? Of innovation and disruption?
The choice is yours. But know this: in a world drowning in information but starving for a sense of belonging, the brands that will thrive are those who offer a story worth living.
Your brand has the potential to be more than a logo, more than a tagline, more than a balance sheet. It can be a living, breathing legend that inspires, empowers, and transforms communities and the world around us.
So pick up your pen. Open your ears to your customers' stories. And start writing the next chapter of your brand's epic tale.
The world is waiting for your story. What will it be?
Position your brand for success with a strategic-led heart; your CVP.
Need a trusted strategic partner? We’d love to help you create belonging for your brand.
