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Brands should position themselves as the guide from "summary" of Building a Storybrand by Donald Miller
In a world full of noise and confusion, customers are not looking for another hero. They are looking for a guide who can help them solve their problems and achieve their goals. That's why it is crucial for brands to position themselves as the guide in the customer's story. By doing so, brands can build trust and credibility with their audience, making it more likely for customers to choose their products or services. When a brand positions itself as the guide, it acknowledges the customer as the hero of the story. The brand's role is to provide the necessary tools, resources, and guidance to help the customer on their journey. This shift in perspective allows the brand to connect with the customer on a deeper level, showing empathy and understanding for their needs and desires. By positioning itself as the guide, a brand can also clarify its message and simplify its communication. Rather than focusing on its own achievements and accolades, the brand can speak directly to the customer's needs and concerns. This customer-centric approach resonates with the audience and makes it easier for them to understand how the brand can help them. Furthermore, when a brand positions itself as the guide, it creates a clear path for the customer to follow. This path includes a clear understanding of the customer's problem, a solution that the brand provides, and a call to action for the customer to take. By outlining this journey in a simple and coherent way, the brand can guide the customer towards a successful outcome.- Positioning a brand as the guide is essential for building a strong and lasting relationship with customers. By focusing on the customer's needs, clarifying the brand's message, and providing a clear path forward, brands can establish themselves as trusted partners in the customer's story.
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