What is the StoryBrand Framework?

Most companies waste lots of money on marketing. There are a couple of reasons for this.

First, in their haste to drive traffic, boost sales, and grow their business, they spend their hard earned money on a portion of a digital marketing system.

Second, they tell their story, not their customer's story.

The Story-based Messaging Roadmap fixes the first issue. The StoryBrand framework fixes the second.

The StoryBrand Framework consists of the 7 elements of a story. When the framework is applied to your marketing it acts as a filter to help you clarify (storify) your messaging.

When clear messaging is implemented as part of an overall marketing system, it not only strengthens your message but it also eliminates the curse of knowledge which in turn focuses your digital marketing efforts.

StoryBrand was founded best selling author, Donald Miller. Don had been studying story for years and he knew it was the most powerful tool to compel a human brain to take action.

You see, people are drawn to clarity and away from confusion, so if your marketing messages are confusing, you’re likely losing customers.

Realizing this, Don created the 7-part StoryBrand framework that is best visualized using the StoryBrand BrandScript.

What is a StoryBrand BrandScript?

Every business owner knows that the story that gets told about them is the key to growing their business. When done right, your marketing can create the kind of buzz for your business the way an exciting story does for a movie. To get there, though, we need to understand how a story works.

Believe it or not, stories use formulas to compel the brain. These formulas have been used for centuries and they're proven to work.

The StoryBrand framework is a conglomeration of the 7 key steps that happen in nearly every billion-dollar movie, from Star Wars to Tommy Boy. The StoryBrand BrandScript, uses these 7 key steps or story plot points, as a filter for your marketing message.

When complete, you’ll be amazed at how each of these plot points in the StoryBrand BrandScript, helps you craft clear messaging for yourself and your customers.

Let's take a deeper look at each of the 7 story plot points of the StoryBrand BrandScript.

The Elements of the StoryBrand BrandScript.

Our story starts with…

A Character...

Step One. We identify a character. The hero is the main character of a story. In your business, the hero is your customer. When completing a StoryBrand BrandScript we only look at one character. At the beginning of any story, we’re introduced to a character who wants something. Because we know the character (your customer) wants something, the audience wants to know, will the hero get what they want?

Main Questions: Who is your hero? What do they want?

Who has a Problem...

Step Two. We identify our character's problem. Without a problem, we have no story. Problems our customers face, tend to have three layers. An external problem, something that stands in the way. An internal problem that makes our hero wonder if they can solve the problem. Finally, A philosophical problem. Think good vs evil. These three layers are present in all stories and give the story depth and meaning. Your customers are no exception.

Main Questions: What problems does your hero face?

Meets a Guide...

Step Three.  Characters do not solve their own problems. If they could, they would not need your products or services. In a story, the character usually meets someone who has been there and done that. This person is the guide. In your business, you are the guide NOT the hero. As a guide, you help the customer win the day with your products and services. Good guides have two basic qualities: they empathize with the character’s fears and insecurities (internal problems) and they have the authority and experience to help.

Main Questions: How you help guide your customer?

Who Gives them a Plan...

Step Four. When our customers (the heroes) meet us for the first time, they are typically facing an external problem thathas them confused or conflicted. Our job as guides is to help them break through their confusion and give them the confidence they need overcome their problems. We do this by giving our hero a plan. The plan can be simple or complex (like a multi-level strategy) but its goal is to help our hero win. We do this by showing them how our products and services fit into their lives.

Main Questions: What is your plan for your customers?

And Calls Them to Action...

Step Five.  The call to action is the point in a story where the hero (your customer) is challenged to act on the plan. In a story, the call to action is usually a point of crisis. The hero must choose whether to stay in their comfort zone or change their course and embrace the plan given them by the guide. The key takeaway here, though, is that the hero will never act on the plan unless they are challenged to so.

They must be “called to action.”

Main Questions: What action do you want your customer to take?

That Results in…

Success!

Step six.  For a story to be meaningful and worthy of our attention, there must be something at stake. When what’s at stake is made clear, we’re much more engaged in the story. What's at stake for your customer?

Main Question: What successes do your customer's experience as a result of doing business with you?

Or Failure.

Step Seven. Good stories help us imagine the consequences of none action or failure in order to build suspense. If we don’t know what failure might befall the hero, people lose interest. Your customers are no different.

Main Questions: What failures will your customers experience if they continue down their path and not utilize your products and services?

The Key is Clarity

Download a StoryBrand BrandScript PDF

Here are a few StoryBrand Website Examples

Ways you can start using the StoryBrand Framework

Let's work together to build your StoryBrand Framework

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