The characters in your marketing stories should follow the classic storytelling structure of protagonist, antagonist, and guide/ally. Your brand cannot be the protagonist – that's a common mistake. The protagonist needs to be your customer or user, the person you are trying to reach and connect with emotionally.
The antagonist is the problem, challenge or obstacle that your protagonist is facing. This could be an external force like a competitor, or it could be an internal struggle like anxiety or lack of motivation. The antagonist creates the conflict that drives the narrative forward.
Your brand should position itself as the ally or guide that helps the protagonist overcome the antagonist. Just like Obi-Wan guiding Luke or Mr. Miyagi mentoring Daniel, you need to show how your brand provides the tools, knowledge or inspiration for the protagonist to succeed on their journey.
Other potential characters could be mentors who provide wisdom to the protagonist, or allies who team up with your brand to support them. But the core characters are protagonist, antagonist, and your brand as the trustworthy guide.
The key is to make sure your stories are protagonist-driven, not brand-centric. Put your customer at the center and make their struggles and triumphs the focal point, with your brand playing a supportive role. That's how you'll forge deep emotional connections.