Embrace Your Inner Obi-Wan: Why Brands Should Be the Guide, Not the Hero

You know what's wrong with most brand strategies? They're trying too hard to be Luke Skywalker. Or rather… they're trying to be the hero in their customer's story. But here's the thing: your customers are already the heroes of their own story. What they really need is an Obi-Wan Kenobi by their side – a wise guide who'll help them conquer their challenges and reach their goals. So let's dive into why positioning your brand as the guide, rather than the hero, is a game-changer for B2B success.

The Hero vs. The Guide: What's the Difference?

It's easy to think that you need to be the hero in your customer's story. After all, you're the one providing the solutions, right? But let me tell you something: your customer is already dealing with enough pressure, and they don't need another competitor. Instead, they need someone who'll enable them on their journey, help them slay their dragons, and guide them towards success.

Here's the difference between being a hero and a guide:

  • Heroes are the central characters who take the journey, face challenges, and ultimately triumph.
  • Guides are the mentors who support the heroes by providing wisdom, tools, and encouragement.

When you position your brand as the guide, you're showing your customers that you're there to support them, not overshadow them or steal their thunder. You're enabling them to be the best version of themselves, and that's a powerful message.

Why Being the Guide Matters in B2B

There are several reasons why shifting your mindset from hero to guide can benefit your B2B brand. Let's break them down:

  1. Trust and rapport: When you act as the guide, you're building trust and rapport with your customers. They'll see you as an ally who's there to help them succeed, not a competitor vying for the spotlight.
  2. Customer-centric approach: Adopting the guide persona means putting your customers first. You're focusing on their needs, their journey, and their success – and that's always good for business.
  3. Differentiation: There are plenty of brands out there claiming to be the hero. By positioning yourself as the guide, you're setting yourself apart and creating a unique selling proposition.
  4. Stronger relationships: Being the guide allows you to build deeper, more meaningful relationships with your customers. When they see you as a trusted advisor, they're more likely to stay loyal and recommend you to others.

So how do you make the switch from hero to guide? Here are some actionable tips to help you become the best Obi-Wan you can be.

How to Be the Guide Your Customers Need

1. Listen and Understand

First things first: to be a good guide, you need to truly understand your customer's needs, goals, and pain points. So listen to them, ask questions, and dig deeper into their challenges. The better you understand your customers, the better you'll be able to help them on their journey.

2. Share Your Wisdom

As a guide, your role is to share your knowledge and expertise to help your customers succeed. So don't be shy about sharing your insights, tips, and best practices. Just remember to keep the focus on your customers and how your wisdom can benefit them.

3. Provide the Right Tools

A good guide equips their hero with the right tools and training for the job. In the B2B world, that means offering tailored solutions that address your customer's specific needs. Make sure your product or service is up to the task and constantly look for ways to improve and adapt it to better serve your customers.

4. Offer Support and Encouragement

Being the guide also means being a source of support and encouragement for your customers. Celebrate their victories, empathize with their challenges, and offer a helping hand when they need it. By showing genuine care for your customers' well-being, you'll strengthen your relationship and build long-lasting loyalty.

5. Be a Storyteller

One of the most powerful ways to position your brand as the guide is through storytelling. Share customer success stories that demonstrate how your brand has helped others overcome similar challenges. Be sure to highlight the role your brand played as the guide, and how your customers emerged as the heroes of their own story.

6. Keep Learning and Growing

To be an effective guide, you need to stay ahead of the curve and keep growing your expertise. Stay informed about industry trends, attend conferences, and invest in professional development. The more knowledgeable you are, the better equipped you'll be to guide your customers on their journey.

Embracing the Obi-Wan Mindset

It's time to ditch the Luke Skywalker persona and fully embrace your role as Obi-Wan Kenobi. By positioning your brand as the guide, you'll build stronger relationships, differentiate yourself from the competition, and ultimately, help your customers achieve their goals.

Remember, your job isn't to take the journey for your customers – it's to enable them on their journey, provide them with the tools and support they need, and help them reach their goals. So stop trying to be Luke, and focus on being the best Obi-Wan you can. Your customers – and your bottom line – will thank you.

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