‘StoryBrand’ is a marketing framework developed by Donald Miller that utilizes the power of storytelling to help businesses clarify their brand messaging. The idea behind
StoryBrand is that effective storytelling can help businesses engage with their clients on an emotional level and convincingly communicate their
value proposition.
The basis of the
StoryBrand framework is the ‘seven-part
StoryBrand BrandScript,’ which is a fill-in-the-blank type of tool that companies can use to craft a clear and compelling narrative about their brand. The seven parts include: a character, a problem, a guide, a plan, a call to action, potential failure, and success.
According to the
StoryBrand methodology, every strong brand narrative begins with a character (the customer), who has a problem that they are unable to resolve on their own. The brand then introduces itself as a guide (not the hero) and provides the customer with a plan. The brand calls the customer to take action, and this action can either solve the customer’s initial problem, creating a success story, or not solve the problem, leading to potential failure.
In essence, a
StoryBrand is about making the customer the hero of the story, not the brand. The brand acts as a guide or helper that equips the hero (customer) with tools or knowledge to help them overcome their challenges. This approach is aimed at enabling businesses to achieve stronger connections with their customers, leading to increased brand loyalty and improved sales performance.
