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Queer Eye's Fab Five know who's the hero of their brand story, do you?

Posted on Apr 05, 2019 by Rachel  | Comments (0)

Having binged Netflix… 30 Rock, The Unbreakable Kimmy Schmidt etc … to get through the soul sucking darkness of winter in the UK, a friend suggested I check out Netflix's Queer Eye.

Now, I'm pretty late to this particularly glorious remake party (two years to be precise). Did you know there's a brand new Fab Five in town? During season three it feels like the whole of America has taken them into its heart. Tears are commonplace, crossing cultural barriers a must and the whole things is done with so much love and respect for the people on the receiving end of 'more than just a makeover' that they've bagged three Emmy's and counting.  

Jonathan Van Nees (grooming), Tan France (fashion), Antoni Porowski (food), Bobby Berk (design) and Karamo Brown (culture) are slowly melting the collective heart of (deepest) America and the show (not the president) is being credited with ‘Making America Great Again’.

What's their secret?

I finished watching season three on Tuesday and was suffering from a particularly acute case of PSD (post series depression) when I came across this interview (see below) earlier this week. 

And here lies the answer to their special magic. Because the Fab Five know exactly who the heroes are of their brand story.

And it’s not them.

Yes, it's the people they makeover who are the true heroes of Queer Eye's brand story. With the Fab Five acting as their mentor. There to empower their heroes and help them to realise their dreams and aspirations.

And hey, your brand story is no different from Queer Eye’s.  

Just like the Fab Five, your story has two main characters – your hero and their mentor.

Flip things around

Until now, brands have traditionally cast themselves as the hero of their brand story. But now it's time to turn this on its head. It’s time to empower your customers. Don't patronise them by playing the hero. Make them the hero of your brand story. Step into the role of their mentor, the one who empowers them and helps them on their journey to success. It's your job to help them become the best possible version of themselves. There's nothing to fix. They are simply a hero, as yet unrealised - and it's your job to get them there.

Can you imagine how different the world would be if all businesses did this? Not only would America be great again – but, as Jonathan Van Nees would probably opine, ‘the whole freakin' world would transform honeeeeeey!’

Now, wouldn't that be cool AF?

Coming next time: are you having trouble identifying your ideal customer: find out how to create an authentic hero avatar. 


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