Focuses entirely on the company’s journey instead of the customer’s transformation.
Reads like a self-congratulatory Oscar speech instead of something the audience actually cares about.
What Works
Your customer is the protagonist, not your brand. You’re the mentor, the guide, the wise old wizard—not the hero.
People don’t love change, but they do love new perspectives. Show them a way to see themselves or the world differently.
The best brand stories make the audience think, ”Oh, this is exactly what I needed”, not ”Wow, they really love talking about themselves.” If in doubt, count the number of times you say “we” versus “you.” If it’s looking less like a helpful guide and more like a memoir, reconsider.
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