Why founders often get storytelling wrong
Many entrepreneurs naturally frame their story around themselves or their product. After all, it’s the invention, the late nights, and the breakthroughs that brought the company to life. But here’s the truth: audiences don’t connect with stories where the company plays the hero. They connect with stories where they see themselves: The struggles, the wins, the transformation. This blog tries to explain why placing your customer in the hero role is more effective, and how to structure a brand story that resonates every time in Digital Marketing.
The problem with putting yourself in the spotlight
When brands cast themselves as the hero, the story can come across as self-congratulatory. Potential customers may admire the effort, but they don’t feel involved. That distance makes it harder for them to picture how the product or service improves their own life or business. A brand story only works when it mirrors the journey the audience is already on. The founder or product can play a role, but as the guide, not the hero.
Five truths about customer-centered storytelling
1.Customers relate to transformation, not features
Product features are important, but they rarely inspire loyalty on their own. What people want is a picture of transformation: from frustration to relief, from inefficiency to productivity, from stuck to moving forward. Storytelling that highlights customer outcomes makes the Digital Marketing journey personal.
2.Your role is the guide, not the champion
In classic storytelling frameworks like the hero’s journey, the hero receives guidance from a mentor who helps them succeed. In business storytelling, your company is that guide. You provide tools, advice, or products that enable the hero (the customer) to achieve the outcome they want. Positioning yourself as the mentor builds credibility and trust.
3.Real voices build credibility
Stories land harder when they come directly from the people experiencing them. Customer testimonials, quotes, and case studies bring authenticity. Instead of saying “our product is innovative,” let a customer describe how it saved them time or helped them win new business. Social proof (AKA Digital Marketing Strategies) strengthens your narrative more than claims ever could.
4.Distribution is part of storytelling
A story only matters if it’s heard. Publishing a blog or short video content is just the start. Nowadays, stories travel across multiple channels: LinkedIn posts, podcasts, community discussions, newsletters, the major social platforms, and AI research. Repurposing the same core message into different formats ensures that more of your audience sees themselves in your story.
5.Visuals make the story stick
People process visuals faster than text, and stories enhanced with graphics, data visuals, or short videos capture attention more effectively. A single image of a customer using your product or a chart showing their results often carries more weight than paragraphs of explanation.
Why is my brand story not connecting with people?
Because it may be centered on the wrong hero. If your story highlights only your achievements or your product’s features, the audience can’t see themselves in it. A customer-focused narrative shifts the attention to their challenges and victories, making the story relatable and actionable.
What type of brand storytelling works in 2025?
The most effective storytelling uses a blend of formats and voices. That means:
- Sharing customer success stories in detail
- Mixing written, visual, and audio elements
- Collaborating with customers or partners to co-create stories
Publishing across different channels so stories meet audiences where they already spend time.
Should founders still include their own story?
Yes, but carefully. Your journey matters when it reinforces your role as a guide. A founder’s story can inspire trust and show why the company cares about solving a particular problem. The key is to avoid making it the centerpiece. Instead, position your experience as the reason you understand the customer’s journey so well.
How do I make sure my brand story gets seen?
Effective storytelling doesn’t end at creation. It needs visibility. Repurpose the story for multiple platforms, add visuals to make it engaging, and include real customer voices to strengthen credibility. One simple starting point is to review your existing stories and ask: Are we the hero here, or is the customer? If the answer points to you, it’s time to rewrite.
Here’s a practical guide to rethinking that approach in light of digital marketing:
Real-world example: Nike’s customer-first storytelling
Nike is one of the clearest examples of a global brand that positions the customer as the hero.
Their campaigns rarely focus on product features. Instead, they tell stories of athletes at every level pushing through obstacles and achieving more. The shoes, clothes, and gear play supporting roles, but the spotlight always shines on the individual wearing them. By celebrating the customer’s triumphs, Nike creates emotional resonance, builds community, and cements loyalty.
This approach proves that making the customer the hero isn’t just theory, it works at scale.
Turning the focus from product to people
Why does my brand story feel self-centered?
Because it focuses on your achievements or product features instead of customer outcomes. Audiences relate more to stories where they see themselves as the hero.
Is it wrong to talk about my founder journey?
Not at all—but it works best when framed as why you understand and guide your customers. Your story is the setup, not the climax.
How can I quickly improve my brand storytelling?
Start by shifting the focus. Replace product-centered claims with customer-centered results. Highlight one transformation, one real story, and make that the centerpiece.