By now, I’m sure you’ve seen plenty of promotions for The Odyssey, director Christopher Nolan’s newest film based on Homer’s ancient epic poem. With a star-studded cast and groundbreaking visual effects, this film is sure to be the summer blockbuster of 2026.
My communications and media literacy heart is buzzing with anticipation to see this one in IMAX 70mm (which will require a quick road trip from Dayton to Indianapolis).
To be honest, I’m pretty happy anytime I can score a giant bucket of butter popcorn. But that’s not the only reason why this marketer is excited to see The Odyssey rise in popularity.
I know what you’re thinking. What does a nearly 3,000-year-old story have to do with marketing?
The Odyssey is a perfect example of a timeless and inspiring framework we use all the time: the hero’s journey.
What is the Hero’s Journey?
The hero’s journey, also known as the monomyth, is a story structure. In fact, it’s probably the most famous and recognizable way to tell a story since humans have been telling stories!
Author Donald Miller adapted this framework for marketers in his book, Building a Storybrand.
Here’s how it works:
A character wants something. In Homer’s The Odyssey, the hero Odysseus desperately wants to get home to his family after the Trojan War.
They run into a problem. For Odysseus, those problems happen to include everything from angry gods to monsters to massive storms.
In the pit of despair, they meet a helpful guide. The goddess of wisdom, Athena, shows up at just the right time with advice Odysseus wouldn’t have discovered on his own.
The guide gives them a plan. Throughout the journey, Athena gives Odysseus countless clever ideas, protecting him from danger and enemies.
They act, and it either works or it doesn’t. I’ll leave out the specifics, but—spoiler alert—after a series of epic trials and tribulations, Odysseus makes it home.
If you’re a movie buff, this story formula probably sounds very familiar. From Luke and Yoda to Frodo and Gandalf, every hero needs a guide. Ultimately, the hero’s life is changed for the better thanks to the guide.
So, how does all of that relate to building a brand?
Used the right way, shaping your brand’s story as a hero’s journey can be a powerful way to clarify your message and connect with customers. Here’s how:
Your customer is the hero. You are their guide.
This is where it can get tricky. Many brands try to cast themselves as the hero. They want to be the star of the show or the center of the story. Big main character energy.
But remember, it’s your customer who is the hero. Your brand’s product, service, or solution is what helps them overcome their problem and reach their goal. The real magic happens in the transformation.
Crafting the Hero’s Journey
Ask these key questions:
What does your customer really want?
Humans are driven by emotions. As much as we’d like to think we make logical decisions, most of the time we’re in pursuit of feelings like safety, pride, comfort, or pleasure. What do your customers need, and why? Put their needs first, not your solution.
What’s standing in their way?
Get specific. What’s the problem your customer is facing? What keeps them up at night? Their problem is the “villain” of the story.
Where do you show up as the guide?
Here’s the moment your brand enters the story with empathy for the hero and the ability to help. How do you provide the clarity or solution that helps your hero win?
What does transformation look like?
What will your customer’s life look like after they’ve chosen your brand? Describe their happily ever after.
Here’s a great fill-in-the-blank framework to help you clarify the value your brand brings:
We help [target audience] [solve problem] by [solution], so they can [benefit].
Ready to Tell Your Story?
The marketing and communications pros at Ohlmann Group are here to help you craft a compelling brand story and share it with the heroes who need to hear it. Get in touch and let’s chart the course together.
