When it comes to storytelling, it’s an all too common instinct for brands to take on the role of hero. However, more and more consumers are seeking to partner with brands that not only provide helpful products or services that “save the day,” but the opportunity to participate in something greater. According to a recent article from Adweek, “Brands that serve the needs of consumers naturally become part of their stories.” So how can brands create opportunities for customers to become the hero?
“You can start by focusing on efforts that rotate your brand from being push-driven and brand-centric (brand as hero) to being experience-based and consumer-engaging (brand as mentor),” says Gaston Legorburu, Worldwide Chief Creative Officer at SapientNitro.
While a hero can swoop in to save the day, a mentor continually provides guidance and helps you accomplish a goal. So rather than simply telling your customers an inspiring story, become their mentor by allowing them to help you bring that story to life.
Companies like Toms Shoes have helped paved the way for the “consumer as hero” experience by allowing their customers to play a significant and personal role in giving back. Their “One for One” model promises that for every pair of shoes purchased, a pair will be given to a disadvantaged child. It’s a tangible way for customers to get involved and know that their purchase decision made a real difference. Everyone wins.
By offering your customers an opportunity to engage and participate in something meaningful also creates a unique sense of empowerment. Consumers that feel empowered are far more likely to develop a personal connection to your brand and share their story with others.
At Sivo Insights we subscribe to the customer as hero approach and put this practice into action. Not only do our clients get to experience the rewards of valuable research and powerful insights, but the benefit of knowing that just by hiring us to do the job, they have also participated in contributing to a higher cause.
Stay tuned for our next Sivo Spotlight newsletter to learn more and find out how Sivo Insights allows our clients to become heroes in action.