Do you want to craft the perfect story for your company's brand? One that captures the attention of potential leads and turns them into paying customers? 

The book Building A Story Brand, by Donald Miller has sold over a million copies. In the book, marketing expert Donald Miller introduces the StoryBrand 7-Step framework.

In this blog I have summarized and simplified Miller’s framework so that you can use it to benefit your business. 

What is your Brand?

Your brand is the overall experience a person has when interacting with your business – from surface level components such as your logo and website to interactive components like your customer service and product quality.

Your brand is the story your company is telling customers.

It's more than just a name or a logo; it's the promise of consistently creating solutions to your customers problems.

Examples of Brand

Brands are not simply selling products, they are selling expertise and a solution to a specific problem.

The solution you offer can shape how customers view your brand. For example:

Problem: Everyone wants to be like their hero. Solution: Sports brands sell the same shoes that your hero wears so you can literally be like them.

Problem: Everyone wants to express themselves. Solution: Apple's products allow user to express themselves and their marketing centers around this.

Problem: Everyone wants to be happy. Solution: Coca-Cola sells happiness in a bottle. (* Insert a picture of a smiling polar bear* - these are copyrighted so just imagine it!) 

What is a Story Brand and How Can You Use It? 

A story brand is simply the story your brand tells to customers about you and about them.

In the story Apple tells, you are the hero. You are the creative person who needs the tools necessary to express yourself.

Apple is the guide that gives you these tools to express yourself. The story Apple tells is incredibly simple and it is the exact same formula that Donald Miller teaches in his book, Building a Story Brand. 

The 7-Step Story Brand Formula 

A Hero

The first lesson Miller teaches in his book is your business is not the hero. Your customer is the hero.

‍In the story your brand tells, make sure you are acknowledging this fact.

If your marketing focuses on how great your company is, the customer won't feel invited along for the ride. Make them the hero. Join their quest. Bring a sword for that problem they need to solve.

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Has a Problem

Your customer (hero) has a problem, this is why they’re looking to buy something, to stop this problem from happening.

Apple's customers don't feel like they have the tools to express themselves.

What are the problems your customers are having? Write these down in a list. 

Are you addressing these problems in your marketing?

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And Meets a Guide

‍Here is where your company comes in.

You are not the hero, but you are the guide that can offer the tools and the plan to the hero.

Is your current marketing presenting your brand as a hero or as a guide? If it’s presenting you as the hero how can you change this? Jot down a couple of ideas. 

An example of this would be transitioning your marketing away from product attributes to how they ease an emotion. Does your fridge have an internal water dispenser or does it keep a toddler from spilling water all over the kitchen floor?

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Who Gives Them a Plan

‍The next step for brands (or guides) is to provide the customer (or heroes) with a plan towards solving their problem.

Apple presents themselves as a guide, picture the dozen Apple employees waiting to help you as soon as you step into their store. Their plan for you is simple. This brand new iPhone will allow you to capture all the beautiful moments in your life and express your creativity.

What plan and tools do you offer your customers to guide them to a solution?

You are probably already offering the tools and the solutions your customers need, but does your marketing say that? 

Close the gap between where your customer is and wants to be. Help them see the value you can bring them.

And Calls Them to Action

‍A customer will not contact you or buy your product unless you tell them to!

Always add a call to action! Ask them to set up a call, enter their email, or follow you online. Build a relationship with them.

That Helps Them Avoid Failure

‍Another common mistake Miller sees business owners make is failing to show customers the negative consequences of not addressing their problems.

What is at stake for your customers?

Show them what the cost of not doing business with you is. A classic example of this is in commercials where they show a black and white video of the customer continuing to have their problem until they get the product.

How can you demonstrate for your customers what their life will look like if they don’t solve their problem? 

And Ends In Success

As Miller puts it in his book, "never assume people understand how your brand can change their lives."

Even if it seems like a no-brainer, make sure your marketing clearly shows how you're the solution to your customers' problems and how their lives will be better off because of you.

Conclusion

By understanding and implementing the StoryBrand framework, you can transform your business into a trusted guide for your customers.

It's about shifting the focus from your products or services to the hero’s journey you offer.

By creating a compelling narrative around your customer's journey, that frames them as the hero and your business as the guide they need, you'll not only capture their attention but also build a loyal and enthusiastic customer base. Remember, your brand is a story – make it a captivating one.

To go through the StoryBrand exercise yourself you can go to mystorybrand.com - You'll find the StoryBrand BrandScript to cater this framework to your brand. Want help crafting your storytelling for business? Click this link to talk with us!

Citation

Miller, Donald. Building a Storybrand : Clarify Your Message so Customers Will Listen. S.L., Thomas Nelson Pub, 2017.

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