In the crazy times we live in, you can't afford for your business's message to be unclear. People are bombarded with ads. They're short on time and even shorter on patience. So clear, engaging messaging that speaks to them is going to provide significantly better results than any witty tagline ever could.
It's for this reason that Donald Miller's StoryBrand Framework has taken the marketing industry by storm. We all know we need to tell our story the right way to persuade customers to act. StoryBrand is a simple formula we can follow to do just that! It's the practical application piece that so many businesses are missing.
A major part of the StoryBrand process is the BrandScript. It's the blueprint for all of your content. If clear messaging were an IKEA desk, the BrandScript would be the instruction manual. And like instruction manuals, it can often be complicated and overwhelming.
You might wonder if it's worth all the trouble. (Spoiler alert: It definitely is.)
A BrandScript Coach can walk you through the process. They do all the heavy lifting—and the tedious writing part. In the end, you're left with a polished, expertly crafted brand story that customers will eat up.
So how does the process work? Keep reading, and I'll break it down for you!
What Is A StoryBrand BrandScript?
Whether you’re a long-time follower of Donald Miller's StoryBrand Framework or you're new to the world of clear messaging, you've probably heard about the StoryBrand BrandScript.
If not, here’s a quick refresher.
A BrandScript is a seven-part framework from StoryBrand that helps you clarify your message in a simple format. It involves several pieces, including your character, their problems (emotionally and logically), your plan to solve that problem, and how incredible life looks once those problems are solved.
It also includes a one-liner and tagline. These two pieces become a living, breathing part of your brand image: the perfect representation of your customers' story, wrapped up in a pretty little bow.
Our team has personally used StoryBrand to help 80+ clients craft crystal clear, persuasive stories. It has not only become integral to the ROI QuickStart process, but we have also found our clients continue to use it in aspects of their business outside of marketing and sales, like internal communications and company culture presentations.
A normal BrandScript process can take months to complete, especially when you have to carve out time in your busy work week to dig through it. Some businesses start their BrandScript but never complete it because they can't reach an agreement with team members or can't find the time to work on it.
When you work with a coach, that timeline is cut in half. You also have the benefit of an objective third party who can see your story the way a new customer might. They'll be able to help you identify holes in the messaging that you might have missed, unclear messaging, or jargon that you wouldn't think twice about.
Why Do You Need A BrandScript Coach?
I know what you're thinking. "Hey, I've been through English classes. I've written essays before. I can write a BrandScript with no problem."
Well, I've seen every episode of MythBusters. Would you trust me to blow up a car without blowing up the whole building with it?
A BrandScript Coach is typically a StoryBrand Certified Guide or Copywriter. They're someone who has been trained by StoryBrand to create BrandScripts for businesses like yours. Many of them have created countless BrandScripts already. They live and breathe story. And more than that, they understand how to craft language that customers instantly relate to.
That's one of the biggest benefits of hiring a BrandScript Coach. Instead of trying to do it all yourself, you can feel confident knowing it was done the right way. You don't have to waste hours and hours trying to create a BrandScript with your team, only to end up with no results to show for your hard work. You can leave it to the experts, sit back with a mimosa, and focus on more important stuff (like returning that phone call or getting a full 8-hours of sleep).
That said, not all BrandScript Coaches have the same qualifications and experience. Ideally, you should only work with a coach who:
- Is a StoryBrand Certified Guide, a StoryBrand Certified Copywriter, or has personally attended multiple StoryBrand Workshops
- Has a hefty portfolio to show off (They don't have to be big-name brands or even brands in the same industry as yours. As long as they have satisfied customers, you know they'll do a good job)
- Understands marketing and sales as well as messaging (marketing and sales automation is a huge plus)
- Can help you turn that BrandScript into something tangible (Otherwise, you end up with a pretty piece of paper and no idea what to do next)
BrandScript Coaching At ROI Online
At ROI, you will receive BrandScript coaching from one of our StoryBrand certified copywriters and guides, like me. Based on your experience with StoryBrand, we will either create a BrandScript from scratch over the course of approximately three meetings or polish your current BrandScript to ensure we fully understand your message and that it will translate to your customers.
One of the most common questions we hear from clients is, “Do we need to finish the BrandScript before moving forward?” or “Can’t we work on it at the same time as everything else?”
The answer is, Yes, and No. Yes, we can't move forward until your BrandScript is complete, and no, we can't multitask.
Hey, I get it. You’re excited and ready to launch your brand new marketing machine, but your BrandScript will be the foundation of your messaging! Without it, we won't be able to create a cohesive, consistent brand story across all of your content.
Think of your BrandScript as a map. Without it, we have no way of knowing where we want to go. We might end up in Paris, Texas instead of Paris, France. And as a native-born Texan, I can say without a doubt that would be a major disappointment.
From your website and email campaigns to your social media and sales, your BrandScript will be the Holy Grail of your messaging.
This is why we must nail down your BrandScript before moving onto the next part of the QuickStart or your project, like your new website content, lead-generating offer and email nurturing series.
But back to the meetings, because we always seem to get questions about meetings. During these BrandScript coaching sessions, we will take a deep dive into who your customer is, the problems they are experiencing, and more.
From the character to the guide (that’s you!) and all the way to the identity transformation, we won’t stop until your BrandScript is crystal clear.
While we want input from your key decision-makers at your organization, we have found it’s best to work with one to two of your team members during the BrandScript coaching. This helps expedite the process and help it go more smoothly.
Outside of the meetings, you can always share your BrandScript with all your team to get their feedback out. And we recommend this!
Once we complete your BrandScript, we will then craft your business’s one-liner so you have a clear and concise elevator pitch.
And from there, we will have a solid foundation to create content that will clarify your message so your customers will listen, which will ultimately grow your business and increase your ROI.
Ready To Get Started?
If you're looking for a BrandScript Coach who can provide you with a complete business growth system as well as a crystal clear BrandScript, look no further! ROI Online was originally the first StoryBrand Certified Agency. We've got years of experience up our belt and a true passion for helping ballsy entrepreneurs get the results they deserve.
So what are you waiting for? Schedule a free strategy session to get started today. Or, you can download our QuickStart Plan and get a breakdown of the entire process.
