Let’s get one thing straight right now: your brand isn’t the hero of its own story. I know that hurts to hear, but the sooner you accept it, the sooner you can build something that actually matters to people.
The Hero Trap
Every mediocre brand thinks they’re Luke Skywalker, when really, they should be Obi-Wan Kenobi. You’re not the chosen one – you’re the guide. The mentor. The one who helps the real heroes (your customers) win their battles.
Think about it: Nike doesn’t present itself as the hero. They’re the wise mentor telling you “Just Do It.” They’re handing you the lightsaber, not swinging it themselves.
Your Brand Archetypes
Now, I can hear you thinking “Oh great, another section about brand archetypes.” But hang with me, because we’re going deeper than that surface-level Marketing 101 stuff.
Your brand needs multiple characters, not just one archetype. Marvel doesn’t just have Iron Man – they have an entire universe of characters that play different roles. Your brand needs the same thing.
The Core Cast
Think of your brand like a TV show. You need:
The Guide (That’s you)
- Not the hero, but the one who makes heroes
- The one who’s been there, done that
- The voice of experience and wisdom (but not perfection)
The Heroes (Your customers)
- The ones on the journey
- The ones facing the real challenges
- The ones who actually achieve the transformation
The Allies (Your team)
- The supporting characters who make it all possible
- Each with their own specific role
- Each with their own mini-arc in the larger story
The Mentors (Your inspiration)
- The ones who taught you
- The shoulders you stand on
- The legacy you’re building on
Character Development
Here’s where most brands completely drop the ball: they create flat, boring characters that nobody cares about. Your brand’s characters need arcs. They need to grow. They need to change.
Take Apple’s customers. They’re not just “tech users” – they’re creative rebels. People who think different. And through their relationship with Apple, they become even more of who they are. That’s character development.
The Authenticity Factor
Let me be crystal clear about something: authenticity isn’t about being perfect. It’s about being consistent with who you actually are. Tony Stark is authentic because he’s consistently flawed in specific ways. Your brand needs to be the same way.
Don’t try to be all things to all people. It’s better to be deeply meaningful to a few than meaningless to many.
Supporting Cast Members
Your brand universe needs more than just main characters. It needs:
Recurring Characters
- The long-term customers who become part of your story
- The suppliers who help make the magic happen
- The partners who expand your universe
Guest Stars
- The collaborators who bring fresh energy
- The influencers who amplify your message
- The experts who deepen your knowledge
But here’s the key: each one needs to make sense in your universe. Random celebrity endorsements are like bad stunt casting – they pull people out of the story instead of deepening it.
Character Interactions
This is where the magic happens – in the spaces between characters. How do they interact? What’s the dynamic? What’s the energy?
Think about how Supreme creates interactions between their brand and their customers:
- Limited drops create shared experiences
- Inside jokes build community
- Shared knowledge creates belonging
Your brand’s character interactions should create stories worth telling.
The Villain Problem
Every great story needs conflict, but here’s the truth: your competitors aren’t your villains. The real villain is the problem your customers are trying to solve.
- Peloton’s villain isn’t other exercise equipment – it’s the resistance to change
- Tesla’s villain isn’t other car companies – it’s dependence on fossil fuels
- Nike’s villain isn’t Adidas – it’s the voice that tells you to quit
Frame your story around that conflict, not around beating other brands.
Writing Good Character Arcs
Your brand’s character arcs need three things:
1. Clear Progression
- Where they start
- What they go through
- Where they end up
2. Relatable Challenges
- Real obstacles
- Real struggles
- Real victories
3. Meaningful Transformation
- Not just external change
- Internal growth
- Lasting impact
When Characters Go Off Script
Here’s something they don’t teach you in business school: your characters will surprise you. They’ll use your product in ways you never intended. They’ll create meaning you never planned. They’ll take your story in directions you never expected.
Let them.
Some of the best character development happens when you let your customers, your team, and your community add their own chapters to the story.
The Living Story
These aren’t just personas on a marketing brief. They’re real people with real lives who play real roles in your brand’s universe. Treat them that way.
Your job isn’t to control them – it’s to create a universe where they can become the best version of themselves. Where they can play meaningful roles in a story bigger than themselves.
Because in the end, your brand’s success isn’t measured by what you say about yourself. It’s measured by the stories your characters tell about how they grew, what they overcame, and who they became in your universe.
Make those stories worth telling.
