One of the most important aspects of a company's message is their story. A company's story should tell not only where they came from, but what makes them different and why people should choose to do business with them. The Storybrand 7-Part Framework will help you create an engaging brand narrative that can be used as a go-to marketing tool for years to come.
What Is StoryBrand?
StoryBrand is an award-winning marketing system that helps brands sell more products, tell better stories, and become the go-to brand for their customers. The company's proprietary research into how people buy led to the development of a systematic approach to crafting compelling narratives that drive business success. StoryBrand offers tools including workshops, coaching sessions, books, and podcasts on how stories can be used as a powerful tool in branding.
The StoryBrand process starts by identifying what makes your product or service stand out from its competitors. From there you craft three unique customer personas with specific needs and goals so they are clear on who your target audience is. Next comes the "ultimate tagline" which is at the heart of everything you do because it represents what you are as a brand.
StoryBrand is a powerful methodology for simplifying your message and creating an engaging customer experience. It eliminates the need to hire expensive consultants, buy expensive software, or read complicated books.
StoryBrand was created by Donald Miller in 2014 as he found himself on stage with some of the world’s most successful entrepreneurs. He had spent three years researching stories that captivate people and make them want more. With his research, he was able to create this simple story development system that anyone can use to turn their business into something worth telling.
The 7-Part Framework
One of the most important aspects of a company's branding is their story. A company's story should tell not only where they came from, but what makes them different and why people should choose to do business with them. The Storybrand 7-Part Framework will help you create an engaging brand narrative that can be used as a go-to marketing tool for years to come.
Part 1: A Character
Every great story has a character, a hero. You should not be the main character of your brand's story. The customer should be the hero and not your business. In this way, you make marketing materials with your potential customers in mind.
As a brand, you must convey a clear message that your customer is at the center of the hero's journey. Making your brand the hero often leads to a loss of interest in customers. When companies make their business the hero, they often end up not making a connection with their target market. Instead, the customers see them as another competing hero invading their story.
Since your customer is the main character of the story, you now must gain a clear vision of what they need and how your brand can help them in their journey. Some compelling brands tap into their customer's survival needs to appeal to the hero in them. In this way, customers pay attention and your brand makes a deeper connection with them.
Part 2: Has a Problem
For your customers to be true heroes, they must overcome an adversary. A villain that might cause a tragic ending to your customer's story if not dealt with properly. Some customers might not have a clear idea of what their villain is. Your brand should also shed light on this matter.
The villain or the problem doesn't have to be a person but it should be personified. It has to be Real, Relatable, and it has to be the Root Cause and not just skin deep. But don't get too carried away in personifying the villain. The villain's description should still be clear and concise so you don't confuse the hero.
Problems often have three levels, External, Internal, and Philosophical. External problems deal with the basic need of the physical world. Internal Problems deal with the question "What does it take to overcome this problem?" and "Do I have what it takes to overcome this problem?" Lastly, Philosophical problems. This deals with the internal battle between right and wrong.
Part 3: And Meets a Guide
This is your brand's time to shine. Since you are not the hero of the story and you are also not the problem, you will position yourself as a guide. A guide who shows both Empathy and Authority.
Why is it important to show Empathy? The display of empathy shows customers that you relate to them and this makes them feel that you have a deep understanding of their struggles. This also shows that you have the eagerness to help them with their problems.
How do you show Authority? As a brand, you show authority by proving that you are competent enough to play the part of a guide. You prove your competence by showing that you've helped other heroes solve their problems before.
Part 4: Who Gives Them a Plan
Giving the character a plan can be divided into two parts. Part 1 is giving them the Process plan and the 2nd part is giving them the Agreement plan.
The Process plan is the part where you tell the customer how they can do business with you. In this section, you have to communicate the process of how customers can buy your product or how they can subscribe to a membership to the services you offer.
As with everything in StoryBrand, your process plan also has to be clear and concise to avoid confusing customers. This plan should have at least 3 steps and should not exceed 6 steps. In case your process plan does not fit into 6 steps, you can always break them down into phases so customers don't get overwhelmed with so much information.
The Agreement plan is where you solidify your competence. This part displays what your company can do and the level of service you can offer. The main purpose of the agreement plan is to alleviate fear in your customers' minds by assuring them that they are safe in the event of something failing. One of the most common examples of an agreement plan is the "Money Back Guarantee" that brands offer.
Lastly, you have to name your plans. When naming your process plan and agreement plan, consider giving it a name that gives customers an idea of what the plan is about.
Part 5: And Calls Them to Action
A clear call to action is one of the most common reasons the hero would change something in the way they are living. This happens because the human brain feels challenged after a direct call.
Part 6: That Ends in Success
The success part of your story is the reason why you're telling it in the first place. You have to convince customers that they will be able to overcome their problems just like how heroes do in movies and books.
One of the most important parts of StoryBrand Framework is its ability to communicate on a higher level than your competitors. If well executed, your story will become a well-oiled machine that will lead to the success of your brand.
It's not enough to just separate yourself from your competitors, you have to provide a message that is clear and concise so customers don't get confused about what they're getting.
Part 7: And Helps Them Avoid Failure
Since you are helping the hero achieve success, you are also helping them avoid failure. A good story almost always has a happy ending.
Failure is probably the most common problem that customers face in their lives. Because it's so common, people will find themselves in a state of fear when they are faced with uncertainty or risk. The way you deal with failure must be clear and concise because this has to do directly on how potential customers perceive your brand.
You must show customers what their life would be like if they don't do business with you. This will further highlight the success in their story since a contrast between failure and success will be clearer.
Elements of a Compelling Brand Story
The Motivation Behind a Brand Story
The ultimate goal of marketing is to sell your brand's product or service. In order for this to happen, you need to convince potential customers that your products are worth buying. The best way to do this is through storytelling.
Brands have been using storytelling as a means to market their products and services since the beginning of time and it has become a very powerful marketing tool. It has been proven that stories sell things.
The Characters of a Compelling Brand Story
As we discussed, the hero of your brand story is your customer and you are the guide. It only makes sense that you should be the guide since you're looking to sell. Don't make the mistake of being the hero of your own brand story. Always remember that customers are looking for a guide and not another hero.
The Setting of a Compelling Brand Story
The best settings for your brand story are the ones that feel most natural to you and where you can demonstrate what makes your product or service special. A few examples of good settings might be:
-A coffee shop (If your brand's product is related to coffee)
-A park (If it's a healthy food product or service, like fresh fruit deliveries)
-A gym (If it's about fitness or health & wellness)
-Your office (If you're in the business of selling services like legal assistance).
The setting of your story is a great place to demonstrate your product or service, which will make a stronger case for why it's beneficial.
Learn More About The StoryBrand Framework
ROI Online was one of the first StoryBrand-Certifed Marketing Agencies that has helped many brands find business clarity and strengthen their marketing efforts through StoryBranding. We have a dedicated team of marketing strategists, copywriters, and graphic designers from all over the world who are passionate about helping brands achieve their full potential through well-crafted messages that bring your brand to life.
Learn how your business can harness the power of storytelling to attract buyers and grow revenue in our storybrand workshop today.
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