- Branding for Solopreneurs
- Posts
- Unmask Your Villain
Read time: 2 minutes
Sherlock has Moriarty.
Peter Pan has Hook.
Batman has Joker.
Villains are vital in storytelling.
They create conflict, drive character development, and adding depth and tension to the narrative.
They give the audience something to root against, to help engage us in the story.
They ultimately lead to a satisfying resolution for the audience.
How does this relate to branding?
Why Your Brand Needs a Nemesis
Just like a gripping novel or a blockbuster movie, successful branding relies on a compelling narrative.
Your brand story.
This story should convey your values and personality — to resonate with your ideal audience.
And by defining a common enemy, you can position yourself as the solution.
Simplified as much as humanly (and artificial intelligencely) possible — this is what a brand story looks like:
Your client (the hero) faces a problem (the villain).
You (the guide) offer a service (the solution) to help them achieve their goal.
Let’s see how these villains appear in practice…
Examples of Villains in Branding
A villain can be a competitor, a problem, or even an outdated idea.
In the corporate world, they are personified as characters.
They have names, personalities, and evil plans.
TV commercials in the 80s and 90s were full of them — and they worked extremely well for brand recognition.
One great example is Noid from Dominoes Pizza.
Another recent one is the Worry Monster from Pom.
…and for solopreneurs?
What about Solo Brands?
Solopreneurs don’t personify villains the same way…
We don’t show odd characters running around smashing our product (like how Noid loves smashing pizzas so much).
But we can have a clear definition of what our enemies are — and use it in our messaging.
Some stand against the corporate job, the cubicle, the 9-to-5.
→ Justin Welsh talks about the freedom and security of being your own boss — and the cons of being an employee.
Some stand against big industries and established systems.
→ Gary Vaynerchuk tells people to do what they love, not what’s expected of them.
Others stand against the common struggles solopreneurs face:
Burnout
Isolation
Accountability
Self-promotion
Limiting beliefs
Juggling a full-time job and a family
The list goes on…
→ We use guides, frameworks, coaching, and courses to help people overcome these struggles.
Your turn to find your bad guy…
How to Find Your Villain
Jump on some calls with your followers (potential clients are best).
Ask lots of questions… dig as deep as you like.
Most people who want help will gladly pour their hearts out.
Ask things like:
What are the roadblocks keeping them from reaching their goals?
What are the biggest frustrations in their day-to-day business?
How do they currently deal with these roadblocks and frustrations?
What resources, tools, or information are they lacking?
Listen to their words carefully... watch their emotions as they speak…
UNDERSTAND their pain points.
Then reflect on which of the common problems you could reliably help them solve.
Sleep.
Wake up.
Trust your gut.
Pick one problem.
There is your villain.
Need help with this?
I’ll get back to you with my honest thoughts.
🤖 Robert
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