I’ve always believed that marketing should help people make the right buying choice. It should never attempt to sell something that’s not going to help solve a problem or satisfy a buyer. Then, I read a book that gave this philosophy a practical framework: Building A Story Brand by Donald Miller.
what is storybrand?
StoryBrand is a marketing framework developed by Donald Miller that leverages the power of storytelling to clarify a brand’s message and effectively engage with its audience. At its core, StoryBrand positions the customer as the hero and the brand as the guide that helps the hero achieve success.
The StoryBrand framework revolves around the idea that successful storytelling principles can be applied to marketing to create clear, compelling, and memorable brand messaging that leads to increased engagement, conversion rates, and brand loyalty.
The StoryBrand framework revolves around seven key elements
- A character: This is the hero of the story, but it’s not you or your brand—it’s your customer. Here’s an example of a website we created that follows the StoryBrand framework. You can see how we identified the target customer’s needs, desires, and challenges.
- Has a problem: Every hero faces a challenge or a problem they need to overcome. You need to highlight their specific issues or pain points.
- And meets a guide: Position your brand as the guide that helps the hero overcome their challenges. You’re not the hero—your brand is the solution that aids the hero on their journey.
- Who gives them a plan: Provide a clear and simple plan or framework that the hero (your customer) can follow to resolve their issues.
- And calls them to action: Encourage the hero to take action by engaging with your brand—whether it’s making a purchase, booking a call, or taking any step towards solving their problem.
- That helps them avoid failure: Emphasise the consequences of not taking action or not using your product/service. Highlight how your brand can prevent these negative outcomes.
- And ends in success: Paint a picture of the positive transformation and success that the hero (your customer) can achieve by using your product/service. Show them how their life will improve.
You can sign up to access your own BrandScript template here.
Or you can get your own guide…
I became a Certified StoryBrand Guide in July 2023, and it’s the best investment I’ve made in my business (and my clients) over the past 12 years! Apart from seeing the incredible growth in my own business since becoming certified and implementing the methodologies (and it’s still a work in progress), I’ve loved facilitating the process with my clients. It not only helps with their brand message, but also uncovers areas in their business that they didn’t realise needed attention.
It’s beneficial for businesses to work with a StoryBrand Guide because we:
- Possess a deep understanding of the methodology and how to apply it across various industries and business types.
- Analyse your business, understand your target audience, and craft a compelling narrative that resonates with your customers.
- Ensure that your marketing message remains clear and consistent across all platforms.
- Streamline the process of implementing StoryBrand, preventing trial and error while accelerating the effectiveness of your marketing efforts.
- Know how to create engaging content that drives conversions, increases engagement, and fosters brand loyalty.
- Provide ongoing support and guidance.
- Adjust strategies as needed, ensuring your marketing efforts remain impactful and aligned with your business goals.
Interested to learn more?
Partnering with me as your Certified StoryBrand Guide is a strategic investment that can significantly enhance your brand’s marketing message and collateral, leading to increased customer engagement and improved business outcomes. Book a free discovery call with me here.
