Have you ever read The Hobbit? Watched Star Wars? Given in to Harry Potter fandom? What do these stories have in common? When you watch a movie or television show or read a book or article and you find yourself pulling for the main character to overcome obstacles faced on his journey, grow and improve in all the right places, and return home victorious, you are appreciating what is known as the monomyth, or the hero's journey. Let's dive into the phases of the hero's journey and how to apply its engaging elements to your brand's story.
Seven Phases of the Hero's Journey
1. A Humble Hero
A lot of times the hero's journey involves a protagonist that may start out meek, doubtful, incapable, or flawed in some way. He may be an underdog, or an unlikely candidate, or even an unwilling suitor. During the journey (once he accepts his fate and leans into it), he is transformed for the better, but first, his character traits or behavioral tendencies may make him seem unworthy of such a lofty task, and he may even believe in his insufficiency, hindering his capabilities or his commitment.
2. The Call
A core element of the "hero's journey" story arc, the main character is called to rise to some noble occasion and asked to complete some important task, usually one that transcends his own existence. Sometimes this is not a task that he would willingly undertake, but a trigger (often the "call") tends to require this particular person to be the one to improve the fate of many.
3. The Test
There is inevitably conflict, which may be deliberately presented by enemies or may be a product of the environment within which his adventure must take place. There may even be temptations that cause inner conflict for the protagonist. Whatever the source, some challenge typically arises to test the hero's will, abilities, or both.
4. The Fall
The protagonist may falter on his journey and make a mistake. This may set him back, but there is usually a lesson to be learned, a reason that he had to waver in his duties, an opportunity for growth that will benefit him in the end.
5. Renewal
If he does falter, he must learn from this mistake and find new focus and energy to get back on track and face his obstacles head-on, contributing to a transformation of his character.
6. Overcome - with Guidance
He overcomes these obstacles, often with the help of others (e.g., mentors, helpers, guides), all the while learning important lessons that he can apply to subsequent hardships.
7. The Triumphant Return
In the end, he achieves his goal and if he is lucky, he can return home, triumphant and changed for good, and bask in the glory of his victory.
It's easy for this journey to resonate with us, as every step represents something that all humans have experienced - choices, relationships, hardships, obstacles, triumphs, mistakes, transformations, and growth.
It also follows the typical story structure - introduction, rising action/complication, climax, falling action/denouement, resolution/coda.
But what does this have to do with your brand?
Applying the Hero's Journey to Brand Storytelling
Let's zoom out. Essentially, a hero's journey has a few high-level elements:
An obstacle arises, in which someone needs to do something difficult, often to benefit others.
The main character's strength is illuminated through hardship.
The main character prevails in the end.
How can you apply these elements to your brand? Let's re-word the above three bullets in business speak:
There is a need in a market, or a gap to fill, or a problem to solve.
Your brand has the ability to shine (differentiate yourself from competitors).
Your brand succeeds.
In other words: a problem, your solution, your success.
Now, consider a situation you might be able to map this structure to. Ask yourself the following questions:
What is the obstacle to overcome or the problem to solve?
What are your brand's strengths that will help your customers feel good about your ability to overcome this obstacle?
What is your action plan for overcoming this obstacle and being successful in the end?
For example:
Obstacle: An industry change (environmental obstacles appear to impact everyone negatively at the same rate, but customers would be happy to hear that either you are less impacted or that you will be able to thrive through these changes).
Strengths: Perform business-level SWOT to understand which internal strengths will help your company thrive through the external threat.
Success: Craft an action plan for emerging triumphant, and follow through; track success (and use it as a case study afterward!).
Let's put it all together. Use the Hero's Journey to position your brand as the problem solvers your customer/market needs:
1. A Humble Hero
This is your brand. Why is YOUR brand the one to solve your customers' problem?
2. The Call
What is the problem you solve?
3. The Test
What obstacles are in your way?
4. The Fall
Internally, debrief on previous efforts to achieve this obstacle and learn from past mistakes. Or, monitor your progress in this particular journey, and evaluate areas that aren't working. Why aren't they falling short? Do you need to allocate more budget or time to a certain area, or to change strategies in some places? Do you need to adjust goals to be more attainable?
5. Renewal
Refocus your team on a specific goal. What lessons have you learned that you can apply to the problem? What is the correct way to position and optimize around this new goal?
6. Overcome - with Guidance
How do you plan to solve the problem? Now, do it. How did you do it?
7. The Triumphant Return
Reflect on your success and tell your story to your customers.
Bonus: Content Structure
As a bonus, use this structure to outline a particular content asset for your brand:
1. A Humble Hero
This is your brand. Be humble, and don't start off with a pitch on why your company is the best. Know your brand voice and positioning, but take a step back, letting the issue and solution lead the way; this is true thought leadership content.
2. The Call
In your first paragraph, identify the problem in the market that you are looking to solve.
3. The Test
What obstacles are in everyone's way?
4. The Fall
Why is this a problem at all? What progress has been made in the market but perhaps has fallen short? Why? Consider your competitors. Don't call them out explicitly in your content, but position your piece carefully so that your reader doesn't anticipate you will make the same errors as others before you.
5. Renewal
Engage your reader with optimism around the problem being able to be solved.
PRO TIP: If you are still talking about problems halfway through your content, you will lose your readers. Shorten that introduction of the problem and start to infuse your writing with a sense of transformation and renewal to keep your flow moving.
6. Overcome - with Guidance
Now, introduce your brand. YOU are the hero AND the guide to your customers. How are YOU solving the problem for your customers? How will you help them be successful?
7. The Triumphant Return
Always be closing! End strong by wrapping up your piece with a big red bow, asserting confidence in your brand's ability to be the hero in this scenario.
Be the hero your customers need, and take them along with you on your journey to solve industry problems and lead your cohort into a better future.