You can build a stunning website, post a reel a day, implement sales funnels, and do all of the marketing things you’re “supposed to do.” However, all of these efforts and tactics are a waste of time, money, and resources if your messaging isn’t clear.
Because, without clear messaging, you won’t be able to connect with your ideal customers.
So, before you decide things like which social media platforms you’re going to use, figure out how much money you’re going to invest in Google ads, or make any other marketing decisions, you need to clarify your messaging—and you should start with a StoryBrand BrandScript.
What is the StoryBrand BrandScript?
The StoryBrand BrandScript is a marketing framework created by Donald Miller, a best-selling author and business consultant. It is a marketing tool that helps keep your brand story cohesive and clear and simplifies every talking point, communication asset, and sales piece your business creates or sends out.
This framework defines seven elements found in a great story. And, you may be asking, “Why would a business want to use a story-based framework to create marketing messaging?” Well, the answer is simple—very few of us can retain lists of facts and statistics. We are 22 times more likely to remember information when it is presented in a story-like framework.
Why should small businesses use a BrandScript?
As a business owner, there are several reasons why you should consider using the StoryBrand BrandScript framework to clarify your brand message and communicate more effectively with your target audience. Here are the top four:
More Easily Connects You with Your Customers
The BrandScript framework is designed to help you understand your customers' wants, needs, and pain points. By using this framework to develop your brand message, you can create marketing materials that speak directly to your customers' needs—which helps you build strong relationships with them instead of just making a single sale.
Simplifies Your Message
One of the main benefits of the BrandScript framework is that it helps you simplify your marketing messages. Instead of overwhelming your customers with too much information or industry speak, this framework allows you to focus on the key elements of a story. This helps create messaging that is easier for your ideal customers to understand and remember what you do, how you help them, and what they need to do next.
Positions You as the Solution to Your Customers' Problems
By positioning yourself as a guide who can help your customers overcome or solve their problems, you create a stronger sense of trust and credibility. This helps your best customer feel like you care and are not just interested in selling them something. And, when customers see you as a guide and not a salesperson, they are more likely to choose you over a competitor.
Helps You Stand Out in a Crowded Market
In today's crowded marketplaces, it can be challenging to stand out from the competition—especially when you’re selling the same widget or service. By using the BrandScript framework, you can differentiate yourself from your competitors and create a stronger brand identity that resonates with your target audience.
What are the seven parts of the StoryBrand BrandScript?
Before you can design and implement a successful marketing strategy, you have to determine your messaging—and a BrandScript will help you do just that.
The BrandScript is a seven-part story-based framework that guides you through the process of creating clear and compelling marketing and sales messaging.
It provides a way to:
- Identify your ideal customers’ problem
- Position your brand as a guide that has the solution to your customers’ problem
- Establish credibility
- Provide a clear call-to-action
- Show your ideal customer what life would be like as a result of using your product or service
In your BrandScript, there will be sections for each of the seven-story elements, including:
This is the hero of the story—your customer. This section of the BrandScript helps define your ideal customer and understand their wants, needs, and pain points.
Every hero (your customer) has a problem that they need to overcome, and the Problem section helps you identify the specific problem that your customers are facing.
This is you. You will position your business as the guide that can help the hero overcome their problem. This section defines your unique value proposition and establishes your business as an authority in your industry.
In this section, you (the guide) provide the hero (your customer) with a three-step plan for how to overcome their problem.
The Call to Action
This is the copy that will tell your customers what they need to do in order to solve their problem. It helps you create a compelling call to action that motivates your customers to take the next step.
This section outlines what it will look like when the hero (your ideal customer) overcomes their problem and achieves their desired outcome (the happy ending of the story).
This is where you define the risks or consequences of the hero (your ideal customer) not taking action to solve the problem.
The StoryBrand BrandScript is a powerful tool that will help you clarify your company’s messaging and create a clear and compelling brand story that resonates with your best customers and ultimately drives engagement and sales.
By following the narrative structure of the BrandScript, you can engage your customers on an emotional level and position yourself as the solution to your customers' problems.
If you find that this is exactly what you need to do, but feels a little overwhelming, that’s ok! Our StoryBrand Certified Guide can help you clarify your messaging so you can feel more confident in your marketing efforts.
Using proven marketing systems, we take the guesswork out of marketing—helping you save time and increase profits.
Treefrog Marketing is a marketing agency in Lafayette, Indiana focused on helping small businesses grow. We specialize in strategic marketing and advertising, digital marketing, graphic design, web design, social media, SEO, and more. For more information, please visit our website. You can also connect with us on Twitter, Facebook, LinkedIn, and Instagram.