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Brand Storytelling Techniques: The Hero and The Call to Adventure

Gentleman character set / Hero Silhouette actions
We’ve been looking at the concept of “hero” in Brand Storytelling.If you haven’t already, you probably want to check out this infographic about the 9 Traits of a Hero before you read this article.

Your audience is a hero who either wants to heed the call to adventure. Or should want to. They might not know it yet.

Here’s what you need to know: 1. Every hero both wants to and doesn’t want to heed the call:
That is the hero’s dilemma. Every hero, including your audience, dreams of some better world. But because they are human, they also resist the call to act on it.That resistance is key. It is in every hero’s journey.

2. Your job as the brand is to be mentor:
That means giving them the gift that will move them along in their hero’s journey. In a story, the gift is often a staff or something with magical powers that comes in handy in just the right moment.

But in brand storytelling, the gift can help them accept the call to adventure and it can help them on their hero’s journey. And when I say gift, I’m not talking gift with purchase.

The gift can be expert advice and content, inspiration, community or some other offering that helps them or gives meaning to them. That last point is key. It must add value to them.

3. If you don’t do something, you will leave your audience unfulfilled:
Whatever gift your brand, the mentor, offers to them must help them step into or fulfill their role as hero.

Whatever it is, it must help them move from the state they are in into one where they can feel and be more fulfilled by taking action.

Susan McLennan

Susan McLennan

Founder at ReImaginePR
Susan McLennan helps brands become better storytellers both through the media and through direct and digital communications. She is an award-winning communicator with a background in television production who has secured media coverage through some of the top media outlets in the world and created content that has won hearts and changed minds locally, nationally and internationally.
Susan McLennan

@SusanMcLennan