Most businesses find it challenging to communicate their message to their target audience or customers. There are a lot of distractions that make it hard for marketers to get through and deliver their intended message.
Thankfully, Donald Miller’s book, “Building a StoryBrand,” shares a secret on how you can clarify your message and get your customers’ attention.
The book is divided into three parts that discuss why most marketing fails, the seven-part framework, and its implementation in businesses.
Why Most Marketing Attempts Fail
Most marketing strategies fail because they don’t communicate a clear message to customers. Businesses often try to make themselves the story’s hero, but this isn’t effective.
Instead, businesses should focus on becoming the guide for their customers — Donald Miller’s Building a StoryBrand book outlines a framework that can help businesses improve their messaging and marketing.
Many businesses don’t focus on how their products and services can help customers thrive, leaving customers overwhelmed and confused. Businesses must clarify how their products and services can solve their customers’ problems.
The StoryBrand framework is an excellent tool for businesses that want to improve their messaging. It helps clarify your message to make customers understand how the products and services can help them.
What is StoryBrand, and what are the benefits of using it for your business?
Donald Miller’s “Building a Storybrand” discusses a 7-part framework that clarifies a message. It was created by Donald Miller and has helped thousands of businesses improve their messaging and connect with their target audience.
The StoryBrand framework consists of the following:
1. A character
2. Who has a problem
3. Meets a guide
4. Who gives them a plan
5. That calls them to action
6. That results in success
7. And avoids failure
StoryBrand can clarify your message so customers will listen and connect with your message. When you take the time to create your brandscript, you are investing in developing a solid relationship with your customers. It establishes customer loyalty and creates a lasting impression on your target market.
Some critical components of StoryBrand include creating a buyer persona and knowing your customers.
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How to create a StoryBrand for your business?
The first step is to create a buyer persona. It will help you understand your target market and what their needs are.
Once you clearly understand your target audience, you can begin to develop your story. Start by answering these questions:
1. What is the problem your character is facing?
2. Who is the guide that will help them solve their problem?
3. What is the plan of action they need to take?
4. What are the stakes if they succeed or fail?
5. What is the result of taking action?
You will develop a story that your target audience can connect with by answering these questions.
The steps involved in creating a StoryBrand
To have a solid StoryBrand, you need to fill out each part of the framework.
The story’s main character or protagonist is the customer and never the brand. The common mistake of most businesses is that they tend to make themselves the hero of their story.
The protagonist is always weak and in need of help. They have a problem that needs to be solved. As a brand, you don’t want to appear weak. You want to be strong and credible enough to help your customers.
Who has a problem
The problem should be relatable to your target audience. It should be a pain point that you can help them with.
It’s not about the features of your product or service but how it can help solve their problem.
Meets a guide
The guide is someone who offers help and provides a solution to the protagonist’s problem. It is where the brand’s role comes in.
You want to be the guide that helps your customers solve their problems. Your role is to offer a solution that will make their life better.
Who gives them a plan
The guide should give the protagonist a plan of action to take to solve their problem. It is where you tell your customers what they need to do to use your product or service.
Be clear and concise with your instructions. You don’t want to overwhelm them with too much information.
That calls them to action
The plan of action should call the protagonist to take action. It is where you tell your customers what you want them to do.
Be bold with it. You want your customers to take action so they can see results.
That results in success
Success is the result of taking action. It is the part where you show your customers what they can achieve using your product or service. Paint a picture of how their life will improve.
And avoids failure
Failure is where you show your customers what will happen if they don’t take action. Make it clear that there are consequences or stakes for failing in their journey.
The advantages of using StoryBrand over other branding strategies
According to Donald Miller’s Building a StoryBrand, you should put your customers first to build a solid relationship with them and customer loyalty.
StoryBrand is focused on solving their problem and helping them achieve their goals. It’s not about selling them your product or service but providing them with a solution to their problem.
If you think StoryBrand can help you with your business and need guidance in creating one, schedule a call now. Results & Co is a full-service StoryBrand marketing agency that provides web design, social media marketing, Google Ads, and other digital marketing services.
What makes us different is that we create more than just good designs. We ensure that we help you deliver your message across different platforms clearly and compellingly.