The Trust Element: Combining Empathy and Authority for Brand Success

Every story features four key characters: the Hero, the Victim, the Villain, and the Guide. Understanding these roles is essential for building a brand that resonates with people.

Why is this important?

How a brand appears in marketing directly impacts how the audience perceives it. Successful marketers don’t position themselves as the hero in their narrative. Instead, they embrace the role of the guide. This subtle yet impactful shift fosters trust, demonstrates expertise, and encourages the audience to engage further.

This is why it’s crucial to adopt the role of the guide, rather than the hero, in the story being told.

The Four Key Characters in Every Story

1. The Hero

The Hero is the central figure, undertaking challenges and seeking transformation. While we typically associate heroes with strength, in stories, they are often portrayed as weak at the beginning. They face self-doubt, make mistakes, and question their abilities. Their transformation occurs through struggle, and they only become heroes by the end.

In business, your customers are the heroes. They are on a journey, facing challenges and searching for solutions. If a brand positions itself as the hero, it inadvertently shows weakness, as the brand would try to take the spotlight away from the customer’s journey.

2. The Victim

The Victim feels powerless and uncertain about how to move forward. While it’s natural to empathize with victims, they don’t inspire action. If a brand portrays itself as a victim, it risks appearing weak and unreliable, discouraging trust. Though real victims exist, positioning your brand this way doesn’t encourage confidence from your audience.

3. The Villain

The Villain is the force that creates obstacles for the hero. They are self-serving, indifferent to others, and focused solely on their gain. Nobody wants to engage with a villain, and similarly, brands that come across as manipulative or overly profit-driven may unintentionally adopt this role. In every good story, the villain ultimately loses, and customers gravitate toward brands that prioritize them in the real world.

4. The Guide

The Guide is the wise and empathetic character who helps the hero succeed. Think of figures like Yoda from Star Wars or Haymitch from The Hunger Games. The guide is not the star, but their role is crucial. They have already succeeded and understand what the hero needs to overcome challenges. Guides don’t need to prove anything; they are experienced and trustworthy.

In branding, the Guide is the role your business should assume. It positions the brand as knowledgeable, supportive, and focused on helping customers achieve their goals. The strongest brands adopt the guide’s role, offering expertise without overshadowing their customers’ journey.

Why Your Personal Brand Should Take on the Role of the Guide

Adopting the role of the guide means stepping away from the spotlight and allowing your customer to shine. It’s not about showcasing your brand; it’s about focusing on the customer’s journey and how you can support them.

This approach fosters a deeper connection and trust because it demonstrates your understanding of their struggles and shows you have the solution they need.

Consider Apple’s marketing. Their products are undeniably innovative, but their messaging consistently centers around the customer. Rather than boasting about their superiority, Apple focuses on how their tools can help customers create, connect, and succeed. In this narrative, Apple plays the guide, offering the tools (like the lightsaber) to help you conquer your challenges.

Similarly, Nike’s iconic slogan, “Just Do It,” doesn’t highlight the brand itself—it’s a call to action for the customer to push through obstacles and take charge of their goals. Nike positions itself as the trusted partner, helping you reach your potential.

How to Embrace the Guide’s Role in Your Personal Brand

In every story, a guide’s presence is defined by two key traits: empathy and expertise. The guide matters because they understand the hero’s struggles and have already figured out how to overcome them.

Take Hamich from The Hunger Games as an example. He relates to Katniss because he has been through the Games himself, and, more importantly, he has the expertise to help her navigate the challenges ahead. Without these qualities, a guide simply doesn’t belong in the story.

The same principle applies to your personal brand—your audience can sense when you embody both empathy and expertise.

Imagine this scenario: You walk into a gym and tell a trainer, “I want to get in shape.” The first trainer responds, “Me too.” While they demonstrate empathy, they don’t offer the expertise you need. You’re not looking for a friend; you need someone who can guide you to success.

Now, imagine the second trainer who has a six-pack and says, “Just work harder, it’s easy.” While they have the authority, they lack empathy. They’re not speaking to the struggles you’re facing.

But when the third trainer listens, then responds, “I get it. Getting in shape is tough, especially with a busy schedule. I’ve been there, but I’ve developed a proven way to stay fit and still enjoy life,” you’ve found your guide. This trainer combines both empathy and expertise, making them the perfect person to lead you.

How can you step into the guide’s role for your audience?

1. Lead with empathy

Empathy is essential for building trust. Let your audience know you understand their pain points and struggles. Speak their language, show you’re here to help, and acknowledge the challenges they face.

For example, instead of saying, “I’m an award-winning career coach,” say, “I know how discouraging it is to send out job applications and never hear back. That’s why I’m here—to help you land the job you deserve.”

How to do this:

• Start by acknowledging their challenges.
• Share how you’ve been in their shoes.
• Speak to their feelings of frustration, overwhelm, or anxiety.
• Focus on their goals, dreams, and frustrations instead of industry jargon.
• Always lead with empathy because, as the saying goes, “People don’t care how much you know until they know how much you care.”

2. Demonstrate your expertise

While empathy builds trust, your audience must know you can deliver results. Don’t just tell them you’re an expert—show them. Prove it with tangible results and demonstrations of your expertise.

For example, share transformation stories. If you’re a business consultant, showcase how you helped a company significantly increase its revenue.

How to do this:

• Share before-and-after case studies.
• Provide data and real numbers to back up your claims
• Offer valuable content that teaches your audience something actionable.
• Display awards, certifications, or media recognition on your website.
• Highlight logos of well-known companies you’ve worked with.

The only time you should talk about yourself is to show how you empathize with your audience’s struggles or to provide evidence of your expertise in solving their problems.

Anything else can position you as the hero, and while your audience may be impressed by you, they’re ultimately looking for a guide—someone who can help them, not

It’s About Your Audience, Not You

Building a personal brand centered around being the guide isn’t just a smart marketing strategy — it’s a powerful way to truly connect with your audience. It’s about saying, “I see you, I understand your struggles, and I’m here to support you.” The key to doing this lies in offering both empathy and expertise.

So, here’s the important question: Are you positioning yourself as the hero of the story, or are you stepping into the role of the guide? Shift your focus from telling your own story to inviting your customers into one where they are the hero. When they succeed, you succeed.