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Welcome to Creator columnswhere we bring an expert Creator of HubSpot votes to blogs that inspire you and help you grow better.
I hear people talk about the power of “story” in marketing.
The best marketers – and the best brands – are the ones who tell the best stories.
However, I believe most brands are telling the wrong story… And it’s costing them millions.
Each story has four characters: Hero, Victim, Villain and Guide. Understanding these roles is a game changer for anyone looking to build a personal brand that actually connects with people.
Why?
Because the way you appear in your marketing – whether you’re aware of it or not – shapes how your audience feels about you.
The most successful marketers don’t try to be the heroes of their own stories. They act as guides. This small but powerful change builds trust, shows you’ve got the good stuff, and makes your audience stick around.
Here’s why it’s so important to be the guide, not the hero, of the story you’re telling.
The hero is the main character. They are the ones who accept challenges, figure things out and strive for transformation.
We think heroes are strong. In reality, heroes in stories are actually weaklings. They doubt themselves. They are wrong. They don’t know if they have what it takes. They don’t really become heroes until the end of the story.
In your business, your customers are the heroes. They are the ones who are on the road, looking for answers to their problems. They are the ones who fight.
If you set yourself up as the hero of your story, you’re actually setting yourself up as weak.
The victim is stuck, powerless and unsure of what to do next.
Although we can sympathize with the victims, they do not inspire action. If your personal brand is positioned as a victim, it will come across as weak or untrustworthy – rather than the person people turn to for help. There are real victims in this world, and you may even be a victim from time to time, but never play the victim in your branding.
This is why people feel sorry for you, but they don’t trust you.
The villain causes the hero’s struggles. They are selfish, condescending and self-serving. Nobody wants to work with a villain.
And yet, some brands inadvertently take on that role by being aggressive, manipulative, or putting profit before people. In the stories we love, the villains never win.
A guide is an assistant. They are wise, compassionate, and focused on helping the hero succeed. Think Yoda from Star Wars or Haymitch from The Hunger Games. The guide is not a star, but it is necessary. They have been where the hero is and know exactly how to help them win.
In fact, the guides are actually the strongest characters in the stories. They are the ones who have already won and do not need to prove anything. That’s the role your personal brand should play.
Being a guide means stepping out of the spotlight and letting your client shine. It’s not about you; it’s about them. Even within your marketing.
This approach creates connection and trust because it shows that you understand their problems and know how to help.
Take Apple’s marketing for example. Their products are undeniably cool, but their messaging always puts the customer first. They do not shout, “Look at us; we are amazing.” Instead, they show how your they can create, connect and thrive using their tools. Apple is a guide, giving you a lightsaber to conquer your galaxy.
Or, look at Nike. Their slogan “Just Do It” is not about them. It’s a rallying cry your to push through challenges and move towards it. Nike’s role? They are a trusted partner to help you get there.
The way the guide comes across in the story is empathy and expertise. They are important because they know the struggle of heroes and already know how to overcome that challenge.
Think about Hamich The Hunger Games. He has empathy for Katniss because he was in the Hunger Games, but also won, so he brings expertise to the table. If a guide doesn’t have these two traits, they don’t belong in the story.
The same goes for your personal brand — and your customers can feel it.
If I go to the gym and say to the trainer, “I want to get in shape,” and they say, “Me too,” they are not my guide. They show empathy, but I’m not looking for a friend. I’m looking for someone to help me succeed.
If I say the same thing to another coach, and he lifts his shirt and reveals a six-pack and says, “Just have some discipline and work harder. It’s easy.” They are not even my Guide. They may have authority, but they lack empathy.
If I tell the third coach and say I want to get in shape, and that coach says, “I understand. It’s hard to get in shape, especially with so much work to do. I didn’t feel great physically before, but I’ve developed a tried and true way to get in shape and feel better physically while still eating ice cream every once in a while.” I just found my trainer.
You must have both empathy and expertise to guide your customers’ story.
How do you do it?
Empathy is the secret sauce of trust. Start by letting your audience know that you understand — you understand their challenges and what they’re facing. Speak their language and show that you are here to help.
Example: Instead of saying, “I’m an award-winning career coach,” try, “I know how exhausting it is to send out job applications and listen to crickets. That’s why I’m here to help you get the job you deserve.”
How to do it:
Empathy is great, but people also want to know you’re genuine. Don’t just tell them you’re an expert — prove it with results. Clearly demonstrate your proven expertise.
Example: Share stories of transformation. For example, if you’re a business consultant, talk about how you helped the company increase revenue.
How to do it:
The only time you should talk about yourself in your marketing is when you want to show empathy for your customer’s problem and demonstrate your expertise to show that you can solve their problem.
That’s it.
Everything else just sets you up as the hero of the story. Your clients may be impressed with you, but they’re looking for a guide, not another hero.
Building a personal brand whose main goal is to be a guide isn’t just a smart marketing move — it’s a way to truly connect with people. It’s about saying, “I see you, I understand what you’re going through, and I’m here to help you.” The concrete way you do this is by showing compassion and expertise.
So this is the big question: are you setting yourself up as a hero or are you acting as a guide? Stop trying to tell your story and invite your customers into a story where they will be the hero. Because when they win, you win too.