Be Your Own Hero

In Donald Miller’s video, “Building a Storybrand,” he talks about the value of inviting customers into the story. In my opinion, if the customer isn’t the star of the story your brand is telling, you’re not doing it right. Customers can see right through brands who speak too much about themselves.

A brand that does a spectacular job at placing the customer front and center is Soul Cycle. They offer people far more than the ability to take a spin class in the dark with music blasting at a premium price. This endorphin and self-esteem boosting brand is inviting customers to be the best version of themselves. The instructors who are like quasi-celebrities in the fitness world might be the ones communicating the inspiring message, but the message is for you, the customer, to take your life by the horns and be your own hero.

In making their focus not about Soul Cycle but about its riders (their customers), they’ve created a cult-like following. The brand loyalty you can achieve by bringing your customers into the story is remarkable both from a fiscal and intrinsic perspective. They’ve hit every mark – and on beat, might I add!