What is StoryBrand?

The average person is exposed to thousands of marketing messages a day. How do you make yours stand out?

It's not about shouting louder - it's about speaking clearer. That's where StoryBrand comes in.

This proven marketing framework helps businesses cut through the clutter and deliver a message that resonates.

In this article, we'll explore Donald Miller's StoryBrand framework. Here's what we'll cover:

• Understanding the StoryBrand framework
• Why is StoryBrand so effective?
• The 7-step StoryBrand framework
• Implementing StoryBrand in your marketing
• A StoryBrand case study
• Working with a StoryBrand Certified Guide

Understanding the StoryBrand framework

StoryBrand is a revolutionary marketing framework developed by Donald Miller, an American author and public speaker.

At its core, StoryBrand is about harnessing the power of storytelling to create clear, compelling marketing messages that resonate with your audience.

StoryBrand takes the structure and universal elements of storytelling that have captivated humans for millennia gives us a framework to create compelling marketing stories that connect deeply with our clients.

StoryBrand helps you create a narrative that naturally draws people in and motivates them to take action and formulates a systematic approach to clarifying your brand message across all your marketing.

Whether you're a small business owner, a marketing professional, or an entrepreneur, StoryBrand provides a blueprint for crafting messages that cut through the noise and connect with your ideal customers.

Why is StoryBrand so effective?

Why is storytelling so effective in marketing? It's simple: our brains are wired for stories.

We use them to make sense of the world around us, to remember important information, and to connect with others.

By tapping into this innate human tendency, StoryBrand allows your marketing to bypass the logical barriers that often prevent messages from getting through.

The principles of StoryBrand can be adapted to any industry or business model, whether you're in business-to-business (B2B), business-to-consumer (B2C), or the non-profit sector.

From solopreneurs just starting out to marketing teams in large corporations, StoryBrand provides a framework that can help you cut through the noise and connect with your ideal customers or supporters.

Here's how StoryBrand transforms your marketing:

Your marketing becomes clear

Working through the StoryBrand framework forces you to distil your message down to its simplest form. No more confusing jargon or meandering explanations. With StoryBrand, you'll learn to articulate what you offer and why it matters in a way that's immediately clear to your audience.

Your marketing is customer-focused

The framework puts your customer at the centre of the story. Instead of talking about how great your business is, you'll learn to focus on your customer's challenges and aspirations. This shift in perspective can dramatically increase engagement and conversion rates.

Your message stays consistent

StoryBrand provides a unifying framework for all your marketing efforts. From your website to your social media posts, every piece of communication can be aligned to tell the same compelling story.

Your marketing delivers results

By clarifying your message and focusing on your customer's journey, StoryBrand helps you create marketing that actually works. This isn't just a claim – it's backed by research.

A comprehensive thesis on StoryBrand's effectiveness found a direct correlation between the level of StoryBrand implementation and business success.

The study revealed that the more thoroughly businesses implemented StoryBrand principles, the more positive results they reported.

Specifically, the research found that companies using StoryBrand:

• Spent less on marketing
• Saved time on marketing efforts
• Felt more confident in their marketing approach
• Increased their number of customers
• Positively impacted their business growth

These findings demonstrate that StoryBrand not only improves marketing effectiveness but also contributes to overall business growth.

The 7-Step StoryBrand framework

At the heart of the StoryBrand methodology is the BrandScript - a powerful tool that helps you clarify your message using a seven-part framework.

Let's break down each step of this framework:

1. The Character (Your Customer)

In the StoryBrand framework, your customer is the hero of the story, not your brand. This step involves clearly identifying who your customer is and what they want. What's their goal? What are they seeking?

2. Has a Problem

Every good story has a problem that needs solving. In this step, you identify the external, internal, and philosophical problems your customer faces. The external problem is the surface-level issue, the internal is how it makes them feel, and the philosophical is why it's unjust.

3. Meets a Guide (Your Business)

This is where your business enters the story. You position yourself as the experienced guide who can help the hero (your customer) overcome their problem. Show empathy for their struggles and demonstrate your competence to help.

4. Who Gives Them a Plan

Heroes need a clear plan of action. Break down your solution into easy-to-follow steps that show your customer exactly how to work with you or use your product.

5. And Calls Them to Action

Without a clear call to action, customers often won't take the next step. This part of the framework encourages you to be direct in asking customers to buy your product, schedule a consultation, or take whatever action is appropriate for your business.

6. That Helps Them Avoid Failure

What's at stake if the customer doesn't act? This step involves clearly communicating the negative consequences of not solving the problem.

7. And Ends in Success

Paint a clear picture of what success looks like when they use your product or service. How will their life improve? What will they achieve?

By working through these seven steps, you create a clear, compelling story that resonates with your ideal customers and motivates them to take action.

If you're ready to create your own BrandScript for free, you can visit www.mystorybrand.com to get started.

Implementing StoryBrand in Your marketing

Once you've crafted your BrandScript, it's time to implement it across all your marketing channels. Here's how you can use StoryBrand in different areas of your marketing:

Website: Your website is often the first point of contact for potential customers. Use your StoryBrand message to create a clear, compelling website that immediately communicates what you offer and how it solves your customer's problem.

Email Campaigns: Structure your email marketing around your StoryBrand narrative. Use subject lines that speak to your customer's problems and desires, and content that positions your product or service as the solution.

Social Media: Your social media posts should reflect your StoryBrand message. Share content that demonstrates your understanding of your customer's challenges and showcases how you can help.

Advertising: Whether it's print, digital, or broadcast, your ads should clearly communicate the problem you solve and the success you offer, following the StoryBrand framework.

Sales Pitches: Train your sales team to use the StoryBrand framework in their pitches. This ensures a consistent message across all customer touchpoints.

Remember, the key to effective implementation is consistency. Your message should be clear and cohesive across all platforms.

A StoryBrand case study

To illustrate the power of StoryBrand in action, let's look at one of our clients here at Mammoth Marketing, Groundcover Landscaping.

Like many businesses, Groundcover was struggling to attract their ideal clients and found themselves wasting time on leads that weren't a good fit.

After implementing the StoryBrand framework:

• Groundcover refined their messaging to speak directly to their ideal clients' needs and desires.
• Their website was revamped to tell a compelling story that resonated with their target audience.
• By clearly communicating their unique value proposition, they began attracting more of the clients they actually wanted.
• With a clearer message, tyre-kickers and poor-fit prospects naturally filtered themselves out, saving Groundcover valuable time and resources.

The result? Groundcover Landscaping saw an increase in qualified leads and a dramatic reduction in time spent on unsuitable prospects.

Working with a StoryBrand Certified Guide

While the StoryBrand framework is powerful, implementing it effectively can be challenging. That's where a StoryBrand Certified Guide comes in.

As New Zealand's only StoryBrand Certified Guide & Marketer, we offer unique expertise in applying this framework to your business.

A StoryBrand Guide can help you:

• Craft a clear, compelling BrandScript
• Implement your StoryBrand message across all marketing channels
• Avoid common pitfalls in the StoryBrand process
• Tailor the framework to your specific industry and audience

Working with a guide can save you time and ensure you're getting the most out of the StoryBrand framework.

Having a clear, compelling brand message isn't just nice to have—it's essential for success.

The StoryBrand framework provides a powerful tool for crafting that message, helping you connect with your ideal customers and drive real business results.

Remember, your brand message is the foundation of all your marketing efforts.

By implementing StoryBrand principles, you can:

• Clarify your message
• Connect more effectively with your audience
• Stand out from your competitors
• Attract more of your ideal customers
• Increase conversions and grow your business

Whether you're just starting out or looking to revamp your existing marketing strategy, StoryBrand can help you cut through the noise and make your message heard.

Ready to transform your marketing with StoryBrand? As New Zealand's only StoryBrand Certified Guide & Marketer, we're here to help you every step of the way.

Book a Discovery call with us today and start your journey towards clearer, more effective marketing.