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What is StoryBrand?

The StoryBrand Framework by Donald Miller is designed to improve your business’s marketing strategy by clarifying your message.

With this framework, you have the power to eliminate confusion, connect with customers, and grow your business.

WHAT IS THE STORYBRAND FRAMEWORK?

Every good story since the beginning of time follows this framework, including original folklores, books, and movies, like Star Wars, Frozen, and The Hunger Games.

Here’s how it works:

  • A character steps into the story (that’s your customer).

  • They have a problem (they need help solving it).

  • They meet a guide (that’s you!).

  • Their guide gives them a plan (how to solve their problem).

  • That plan calls them to action (to buy from you to solve their problem).

And then?

Success! If you’ve followed the StoryBrand Framework, you have met your customer’s needs (ideally, you surpassed them!) and they love your business, or your brand. On the flip side, if your customer does not buy from you to solve their problem, that leads to failure, and that failure can look different depending on what your customer needed in the first place.

There’s a good reason why this framework has gained traction and popularity while garnering major results. It allows businesses to shift the focus from their own accomplishments to how they can actually help the customer, turning the customer into the heroic character and the business into the helpful guide. In fact, this framework is so good that we call it our marketing strategy secret weapon.


WHAT IS A STORYBRAND BRANDSCRIPT?

Every movie has a script. Its purpose is to let actors know what they’re doing and saying in any given scene. A BrandScript is just like that, except instead of guiding actors, it’s guiding customers. A StoryBrand BrandScript is a longer, written-out version of the StoryBrand Framework that applies specifically to your business.

Character

Your character, or customer, is here because they want something. What do they want?

Problem

There are three parts to the problem.

External: The actual problem.

Internal: How the actual problem makes them feel.

Philosophical: A belief statement about the actual problem, usually starting with “It’s just plain wrong that…” or “I deserve…”

Meets a Guide

The guide, or business, enters the story to help the customer solve their problem through…

Empathy: “I understand…”

Authority: “I have helped people just like you for more than 10 years…”

Who Gives Them a Plan

The guide gives the character a clear vision for how to solve their problem.

Process: Our brains like three steps, so a 1-2-3 step process is always best.

Agreement: An agreement is what you, as a business, promise to your customer.

Calls them to Action

It’s not enough to give your customer a plan — you have to give them a clear next step.

Direct: When a prospective customer is ready to make a move: “Call today!”

Transitional: When a prospective customer is interested but not quite ready to make a move: “Download 5 Ways We Can Help!”

Which leads to Success

The character, or customer, will be happy and experience success after fulfilling their want through your business.

And Helps Avoid Failure

The character, or customer, will be unhappy and experience failure after not fulfilling their want through your business.

To Get a Character Transformation

The end result is not the same as the beginning result, especially when you’ve helped your customer experience success. This is a “From… to” statement that should change your customer’s life — for the better!