Go to any ten corporate websites and click on their "About Us" page. You'll likely find a familiar pattern: a timeline of company history, a list of awards, and a formal bio of the founder. It's a corporate resume, filled with self-congratulatory milestones.

Now, ask yourself: as a potential customer, do you truly care?

This traditional approach is one of the biggest missed opportunities in branding. The "About Us" page shouldn't be about you at all. It should be the chapter in your brand story where the customer finally sees themselves as the hero.

The Mistake: Casting Your Brand as the Hero

Most companies tell their story with themselves at the center. "We were founded in 2010...", "We are the leading provider of...", "We achieved...". In this narrative, the brand is the hero, and the customer is a passive observer.

This fails to connect because every person on earth is the hero of their own journey. Your customers aren't looking for another hero to admire; they're looking for a guide to help them win.

The Strategic Shift: The Customer is the Hero, You are the Guide

Think of any great story. In Star Wars, Luke Skywalker is the hero facing a challenge. Obi-Wan Kenobi is the wise guide who gives him the tools and wisdom to succeed.

Your brand is Obi-Wan. Your customer is Luke.

Your brand narrative becomes magnetic when you stop talking about your own journey and start focusing on your customer's. Your story should be framed to answer their silent question: "How can you help me solve my problem and become the person I want to be?"

How to Reframe Your 'About Us' Story

1. Start with Their Problem. Open your "About Us" page by acknowledging a problem or aspiration your ideal customer has. Show them you understand their world before you even mention your company. This builds immediate empathy.
2. Introduce Yourself as the Solution. After defining the customer's challenge, introduce your brand as the guide who was created to solve that specific problem. Your origin story is now re-framed not as your own accomplishment, but as the answer to their need.
3. Show Them a Path to Success. Briefly explain your simple plan or philosophy for helping them win. This demonstrates your authority and gives them confidence that you can lead them to a successful outcome.

When you shift your narrative from "here's our history" to "we understand your journey and are here to help," you transform your "About Us" page from a monologue into a conversation. You create a story where your customer is the protagonist, and that is a story they will want to be a part of.

Crafting a narrative where your customer is the hero requires strategic clarity. If you're ready to transform your brand's message, siri.ink can help you architect that story. Contact us to begin.