At our video production business in Brisbane, Australia, I was talking with a customer the other day about creating some new video marketing content for their business, and it reminded me of a trap for companies to avoid. For many businesses looking to get started in marketing, they are eager to create video content to get their name out there as quickly as possible. I get it: raising brand awareness about what products you create and what services your offer is important. And it’s important to differentiate yourself from the competition.

But here’s where businesses fall into the trap: thinking that they are the hero of their brand story.