The Hero’s Journey
The Hero’s Journey can help your brand connect with your customers.
The Hero’s Journey, popularized by Joseph Campbell in his book The Hero with a Thousand Faces, is a storytelling framework that outlines a hero's journey from their ordinary world to an extraordinary one. This journey is filled with trials and tribulations but ultimately leads the hero to personal growth and transformation.
In recent years, the Hero’s Journey has become a popular tool for marketers to use in telling brand stories. By incorporating elements of the Hero’s Journey into their marketing campaigns, marketers can create compelling narratives that resonate with their target audience and help build a solid emotional connection with their brand.
Here is how the Hero’s Journey can be applied to storytelling in marketing:
Ordinary World: In the Hero’s Journey, the story starts with the hero in their ordinary world. Similarly, in marketing, the story should start by establishing the problem or need the brand is trying to solve. This helps the audience identify with the story and understand the context in which the brand operates.
The Call to Adventure: In the Hero’s Journey, the hero is called to embark on a journey. In marketing, this could be represented by introducing the brand’s solution to the problem or need. This is where the brand presents itself as the solution to the customer’s problem and starts to engage them.
Refusal of the Call: In the Hero’s Journey, the hero initially resists the call to adventure. In marketing, this can be represented by the customer’s initial skepticism or reluctance to try the brand’s solution. To overcome this, the brand must present a compelling argument for why its solution is the best option.
Meeting the Mentor: In the Hero’s Journey, the hero meets a mentor who provides guidance and support. In marketing, this could be represented by the brand providing resources and support to the customer, such as a customer service team, a helpful website, or an educational blog.
Crossing the Threshold: In the Hero’s Journey, the hero crosses a threshold and enters the unknown. In marketing, this could be represented by the customer making a purchase or using the brand’s solution for the first time. This is where the brand can make a positive impression and provide a great customer experience.
The Ordeal: In the Hero’s Journey, the hero faces trials and tribulations. In marketing, this could be represented by any challenges or obstacles the customer faces while using the brand’s solution. The brand must be prepared to support and help the customer overcome these challenges.
The Reward: In the Hero’s Journey, the hero ultimately overcomes the trials and tribulations and is rewarded. In marketing, this could be represented by the customer experiencing the benefits of using the brand’s solution and realizing its value.
The Road Back: In the Hero’s Journey, the hero must return to the ordinary world with the knowledge and skills gained. In marketing, this could be represented by the customer becoming a loyal and repeat customer.
The Resurrection: In the Hero’s Journey, the hero is transformed by the journey and is forever changed. In marketing, this could be represented by the customer becoming a brand advocate and sharing their positive experience with others.
By incorporating elements of the Hero’s Journey into their marketing campaigns, brands can create stories that resonate with their target audience and help to build a strong emotional connection with their brand.
