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Writer's pictureMeeshell Jewell

How to use the Hero's Journey to Create a Compelling Brand Story




The Hero's Journey, also known as the monomyth, is a storytelling framework popularized by Joseph Campbell in his book "The Hero with a Thousand Faces." The Hero's Journey is a universal narrative pattern found in myths, legends, and folklore across cultures and time periods. It is also a powerful tool for creating a compelling brand story. In this blog post, we will explore how to use the Hero's Journey to create a brand story that resonates with your audience.


The Hero's Journey Framework

The Hero's Journey is a narrative structure that follows a hero as they embark on a quest or adventure. The framework consists of three main parts: the departure, initiation, and return.

  1. The Departure: The hero is called to adventure, but initially resists.

  2. The Initiation: The hero embarks on the adventure, faces trials and challenges, and undergoes a transformation.

  3. The Return: The hero returns home, having gained new knowledge or abilities, and uses them to benefit their community.


Using the Hero's Journey in Brand Storytelling


1. Identify Your Hero

In brand storytelling, your hero is your brand or your customer. It's important to identify who your hero is and what they are trying to achieve. What motivates them? What are their struggles and challenges?


2. Establish the Status Quo

The first step in the Hero's Journey is establishing the status quo, the hero's normal life before the adventure begins. In brand storytelling, this could be the current state of your industry, the challenges your customers face, or the problems your brand seeks to solve.


3. Call to Adventure

The hero is called to adventure, but initially resists. In brand storytelling, this could be a disruptive idea, a new product or service, or a unique value proposition. The call to adventure should be compelling enough to motivate the hero to take action.


4. Crossing the Threshold

The hero embarks on the adventure, facing trials and challenges. In brand storytelling, this could be the launch of a new product, a pivot in business strategy, or a new marketing campaign. The hero should face obstacles that test their skills, character, and resolve.


5. Transformation

The hero undergoes a transformation, gaining new knowledge, skills, or abilities. In brand storytelling, this could be a new business model, a shift in values, or a renewed focus on the customer. The transformation should be significant enough to differentiate the hero from their competitors.


6. The Return

The hero returns home, having gained new knowledge or abilities, and uses them to benefit their community. In brand storytelling, this could be the hero's impact on their industry, the value they provide to their customers or the positive change they create in the world.

Examples of Brands That Use the Hero's Journey


Examples

There are many examples of brands that have successfully used the Hero's Journey in their brand storytelling. Here are a few examples:


Apple - "Think Different"

Apple's "Think Different" campaign was based on the Hero's Journey framework. The campaign encouraged customers to be creative, innovative, and daring. Apple positioned itself as the hero, challenging the status quo of the tech industry and inspiring its customers to do the same.


TOMS - "One for One"

TOMS' "One for One" campaign was based on the Hero's Journey framework. The campaign encouraged customers to make a difference by purchasing TOMS shoes, which would then be donated to children in need. TOMS positioned itself as the hero, empowering its customers to become heroes themselves and make a positive impact in the world.


Nike - "Find Your Greatness"

Nike's "Find Your Greatness" campaign was based on the Hero's Journey framework. The campaign encouraged customers to

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