What Is a StoryBrand Brandscript and Does My Business Really Need One?
Updated: Apr 16
So you've heard the buzz about StoryBrand. You may have clicked on an ad or two, and maybe you even get emails from Donald Miller, CEO of Business Made Simple and StoryBrand.
The problem is, you're still not sure what a StoryBrand brandscript is and why you need one.
You deserve a clear answer once and for all so you can decide whether or not your company needs a StoryBrand brandscript.
In the world of film making, a script is absolutely key. I read somewhere that trying to make a movie without a script is like trying to cross the ocean without any kind of navigation.
A solid StoryBrand brandscript is an important part of building your business.
If you get your brandscript right, you'll save yourself lots of trouble over time.
A brandscript helps you know exactly what words to use when you talk about yourself as a business.
This is especially important when there is more than one person who represents your company. A brandscript helps your company present a clear and consistent message to your customers. This eliminates confusion so your customers are more likely to take the action you want them to.
The StoryBrand 7-part Framework was created by Donald Miller and is based on the 7 parts of a narrative. As a StoryBrand Guide, I use this framework to create brandscripts for businesses.
What are the 7 parts of the StoryBrand narrative framework?
with a Problem
meets a Guide
who gives them a Plan
and calls them to Action
that helps them avoid Failure
and results in Success
Using StoryBrand to create brand messages for businesses works because the whole idea is backed by brain science.
Normally, 30% of the human brain is always daydreaming. The only time our brains are 100% engaged is when we are involved in a narrative, like watching a movie or reading a book.
Don't you want your customers to be 100% engaged when they encounter your business?
Creating a StoryBrand brandscript is the way to make sure this happens.
Usually at the beginning of a movie or book, the hero of the story doesn't have it all together. He or she is somewhat of a mess.
The hero has a problem and needs a way to solve it.
Katniss must survive the Hunger Games.
Luke Skywalker has an evil empire after him.
The hero is experiencing big emotions as a result of the problem, and there's probably an injustice involved. Something's just not fair, or whatever is going on is just plain wrong.
There's a lot at stake if the hero doesn't find a solution.
At this point, and usually just in time, a guide steps in.
Haymitch enters the scene to help Katniss.
Yoda becomes Luke Skywalker's guide.
The guide has a plan and shows the hero how to solve the problem all while avoiding failure and experiencing success. By the end of the story, the hero has undergone a transformation, taken on a new identity, and become who he or she wanted to be at the beginning of the story.
Every good story has a hero who overcomes a problem with the help of a guide. If your potential customers aren’t immediately able to see themselves as the hero of the story your brand is telling, you’ve got a problem.
One of the most common mistakes businesses make is positioning themselves as the hero of the story. I help businesses position their customers as the hero of the story, and themselves as the guide.
Once you have used StoryBrand to create each part of the 7-part framework and have an actual brandscript, then what? How do you use it, what are the benefits, and do you really need one?
How do you use a StoryBrand Brandscript?
When I create a brandscript for a business, one of the extras I include is a 20-page brand message playbook. This contains examples of how you use the parts of your brandscript in different contexts with clear examples. The playbook answers the question, "Now that I have all of this, how do I use it?" You'll get examples of how to use your brandscript in your website content, social media posts, and more. Anytime you or anyone else talks about your business, you can pull content from the parts of your brandscript so what you say is clear and compelling.
For example, The Problem is one of the 7 parts of your brandscript. It's a great idea to put the problem you solve front and center on your website. If your site visitors associate your brand with the solution to a problem, they're going to think of you when they are ready to solve that problem.
What are the benefits of a StoryBrand Brandscript?
Each of the 7 parts of your brandscript is like a chord on a guitar. Once you have all the chords, you can combine them creatively to express the message of your brand.
Now no matter where people encounter your brand, they'll get a clear and consistent message every single time. Every member of your team will refer back to the brandscript just like architects on a project refer back to the blueprint.
Do I really need a StoryBrand Brandscript?
The answer is YES if:
you want to stop struggling with marketing that doesn't work
you want to stop spending money on ads driving people to your website only to have them bounce away once they get there
you want to know what to say when people ask what you do
you want everyone on your team to know how to talk about your business clearly and consistently
you want your message to engage your audience so they take the action you want them to take
If you'd like to learn more about how to create a StoryBrand brandscript, a great place to start is by reading Building a StoryBrand by Donald Miller.
(Attending the StoryBrand Livestream Marketing Workshop is also an AMAZING experience if you want to take a deeper dive - register here by 7/16/21 for the July 19-20 Livestream and I'll be your breakout room coach!)