As I delve deeper into branding and read more information, it is more clear that our branding should reflect how we can help our clients, being the guide and not the hero of the story. As Donald Miller points out in his book about StoryBrand, the hero is always the client.

“Customers don’t generally care about your story; they care about their own. Your customer should be the hero of the story, not your brand. This is the secret every phenomenally successfully business understand.”

I highly recommend reading Building a StoryBrand: Clarify Your Message So Customers Will Listen. It will have you thinking differently about the stories you craft about your business. Also listen to Donald Miller’s Building a StoryBrand podcast.