Many businesses and non-profits waste time and money on their marketing by failing to clarify their message. Your brand message forms the foundation of everything you project – get that wrong and the value of every penny you spend after that is compromised.
The StoryBrand Framework is a tried and tested messaging tool that allows organisations to create a clear, customer-focused message using a seven part-process that embraces the power of story.
With a clear message that connects, your business can enter into your customer’s story with ease.
In his book, Building a StoryBrand, New York Times best-selling author Donald Miller sets out the StoryBrand Framework. His easy-to-follow instructions help you to structure your marketing message around the journey of the ‘hero’ of the story. The hero being the customer – and you, the business, as their guide.
“When we position our customer as the hero and ourselves as their guide, we will be recognised as a sought-after character to help them along their journey. In other words, your audience is Luke Skywalker. You get to be Yoda. It’s a small but powerful shift. This honours the journey and struggles of our audience, and it allows us to provide the product or service they need to succeed.” (from Don Miller)
Why we love the StoryBrand Framework
- It Helps To Clarify Your Message
Businesses are so entrenched in what they do it can be difficult to visualise how we are perceived through the eyes of our customers. We slip into using jargon and complicated language that others simply won’t resonate with. We know our service and product is great and everyone deserves to know that too. The problem is, we’re telling people in a way that just puts them off. The StoryBrand Framework helps businesses simplify their offer, and answers the key question: “What problem in my life will your product/service help me to solve?”
- It Will Guide You To Guide Your Potential Customers To Success
Outbound marketing – projecting your business through your ‘awesome’ brand story, is costing you sales. Forget about news of your awards, your qualifications, your shiny new office. Why? Because potential customers simply do not care about you. They only care about how you can help them solve a problem. The StoryBrand Framework helps brands shift their focus by putting your customer at the centre of the story. By developing a BrandScript for your business you have a brand message that resonates with your customers and encourages them to engage. We can help coach you through your BrandScript or do it for you.
- It Demonstrates Why Story Works In Driving Customer Engagement
Story is powerful – in fact it is 22 times more likely to be remembered than facts alone – and can compel people to change their behaviour. The StoryBrand Framework works so well because it opens up a “story loop” hooking customers into your brand message in search of the solution to their own stories or rather their problems.
If you want to know more about StoryBrand, this podcast is a great starting point, introducing the foundations of the framework and why each step is so important: Click here