Harnessing Empathy and Authority to Build a Magnetic Brand – InstantFollowerz

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I hear people talk about the power of “story” in marketing.

The best marketers – and the best brands – are the ones who tell the best stories.

However, I believe most brands are telling the wrong story… And it’s costing them millions.

So… Whose story are you telling?

Each story has four characters: the hero, the victim, the villain, and the guide. Understanding these roles is a game changer for anyone looking to build a personal brand that actually connects with people.

Why?

Because the way you appear in your marketing—whether you realize it or not—shapes how your audience thinks about you.

The most successful marketers don’t try to be the heroes of their own stories. They act as guides. This small but powerful change builds trust, shows you’re good, and makes your audience want to stay.

Here’s why it’s so important that you be the guide, not the hero, of the story you’re telling.

Four characters in each story

1. Hero

The hero is the main character. They are the ones who take on challenges, figure things out and strive for transformation.

We think of heroes as strong. In reality, heroes in stories are actually weak. They doubt themselves. They make mistakes. They don’t know if they have what it takes. They don’t really become heroes until the end of the story.

In your business, your customers are the heroes. They are the ones who are on the road, looking for answers to their problems. They are the ones who fight.

If you set yourself up as the hero of your story, you’re actually setting yourself up as weak.

2. Victim

The victim is stuck, powerless and unsure of what to do next.

Although we can sympathize with the victims, they do not inspire action. If your personal brand is positioned as a victim, it will come across as weak or unreliable – not the person people turn to for help. There are real victims in this world, and you may even be a victim from time to time, but never play the victim in your branding.

It makes people feel sorry for you, but not trust you.

3. Villain

The villain causes the heroes to fight. They are selfish, contemptuous and all about their own gain. Nobody wants to work with a villain.

And yet, some brands inadvertently take on that role by being pushy, manipulative, or putting profit before people. In the stories we love, the villains never win.

4. Guide

A guide is a helper. They are wise, empathetic and laser-focused on helping the hero succeed. Think Yoda from Star Wars or Haymitch from The Hunger Games. The guide is not a star, but they are necessary. They’ve been where the hero is and know exactly how to help them win.

In fact, the guides are actually the strongest characters in the stories. They are the ones who have already won the day and don’t have to prove anything. This is the role your personal brand should play.

Why your personal brand should be your guide

Being a guide means stepping out of the spotlight and letting the client shine. It’s not about you; it’s about them. Even within your marketing.

This approach creates connection and trust because it shows that you understand their struggles and know how to help.

Take Apple’s marketing, for example. Their products are undeniably cool, but their messaging always puts the customer first. They do not shout, “Look at us; we are amazing.” Instead, they show how you they can create, connect and thrive using their tools. Apple is a guide, giving you a lightsaber so you can conquer your galaxy.

Or, look at Nike. Their slogan “Just Do It” is not about them. It’s a rallying cry you push through the challenges and go for it. Nike’s role? They are a trusted partner to help you get there.

How to step into the role of guide in your personal brand

The way the guide comes into the story is with empathy and expertise. They are important because they know the struggle of heroes and already know how to overcome that challenge.

Think of Hamich inside The Hunger Games. He has empathy for Katniss because he was in the Hunger Games but also won, so he brings expertise to the table. If a guide doesn’t have these two qualities, they don’t belong in the story.

The same goes for your personal brand — and your customers can feel it.

If I go to the gym and say to the trainer, “I want to get in shape,” and they say, “Me too,” they’re not my guide. They show empathy, but I’m not looking for a friend. I’m looking for someone to help me succeed.

If I say the same thing to another coach, and they pull up their shirt to reveal a six-pack and say, “Just be a little more disciplined and work harder. It’s easy.” They’re not my guide either. They may have authority, but they lack empathy.

If I tell the third coach and say I want to get in shape, and that coach says, “I get it. It’s hard to get in shape, especially when you’re so busy. I didn’t feel good physically before, but I’ve developed a tried and true way to get in shape and feel better physically while still eating ice cream now and then.” I just found my trainer.

You must have both empathy and expertise to guide your client’s story.

How do you do it?

Lead with empathy.

Empathy is the secret sauce of trust. Start by letting your audience know you get it – you understand their challenges and what they’re facing. Speak their language and show that you are there to help.

An example: Instead of saying, “I’m an award-winning career coach,” try, “I know how exhausting it is to send out job applications and listen to crickets. That’s why I’m here to help you get the job you deserve.”

How to do it:

• Start by naming their struggles, then talk about how you understand them.
• Talk about the ways you were like them before you found your way forward.
• Talk through feelings such as frustration, overwhelm, anxiety or fear.
• Your messages should always reflect what your audience cares about. Drop the jargon and focus on their goals, frustrations and dreams.
• Always lead with empathy. The old adage is true: “If they don’t know how much you care, they won’t care how much you know.”

Show you know your stuff.

Empathy is great, but people also want to know you’re the real deal. Don’t just tell them you’re an expert – prove it with results. Clearly demonstrate your proven expertise.

An example: Share stories of transformation. For example, if you are a business consultant, talk about how you helped the company increase revenue.

How to do it:

• Share before and after case studies.
• Show real numbers and data to back up your expertise.
• Create content that teaches your audience something valuable.
• Display awards, certificates, media spotlights, statistics or logos of major companies you’ve helped on your website.

The only time you should ever talk about yourself in your marketing is when you want to show empathy for your customer’s problem and demonstrate your expertise to show that you can solve their problem.

That’s it.

Everything else just positions you as the hero of the story. Your client may be impressed with you, but they’re looking for a guide, not another hero.

It’s about them, not you

Building a personal brand that’s all about being a guide isn’t just a smart marketing move—it’s a way to truly connect with people. It’s about saying, “I see you, I understand what you’re going through, and I’m here to help.” The specific way you do this is by providing empathy and demonstrating expertise.

So here’s the big question: Are you setting yourself up as a hero or stepping up as a guide? Stop trying to tell your story and invite your customers into a story where they become the hero. Because when they win, you win too.