In the fast-paced world of digital marketing, one thing is clear: confusion leads to lost opportunities. Whether you’re running a business, a non-profit, or building a brand, your ability to clearly communicate your message is crucial to your success. At Business Builders, we’ve embraced the StoryBrand framework because it’s the most effective way to eliminate confusion, connect with customers, and drive real growth. And we’re not alone in this belief—StoryBrand is helping organizations worldwide transform their marketing approach, putting the focus where it matters most: on the customer.
If you’re unfamiliar with StoryBrand, don’t worry. We are here to walk you through what it is, why it’s powerful, and how you can use it to improve your marketing.
What Is the StoryBrand Framework?
The StoryBrand framework is a simple, proven formula that helps businesses create clear, customer-focused messaging. Created by Donald Miller, the idea is straightforward: stop talking so much about your business and start focusing on the customer. StoryBrand positions your customer as the hero of the story and your business as the guide, helping them overcome challenges and succeed. This shift in perspective makes all the difference when it comes to connecting with your audience.
So many businesses, brands, and non-profits fall into the trap of focusing their marketing on themselves. They highlight their products, their services, and their features. While all that information is important, it doesn’t always speak to the customer’s needs. Customers are looking for a solution to their problems. When businesses focus too much on themselves, they miss the chance to show how they can help. That’s where StoryBrand comes in.
How Does StoryBrand Work?
The StoryBrand framework helps you clarify your message by following a simple, seven-step formula that mirrors a traditional storytelling structure. This method takes the customer through a narrative that keeps them engaged and shows them how your business can guide them to success.
Let’s break down these seven steps:
1. A Character (The Customer)
In any story, there’s a hero. In the StoryBrand framework, that hero is your customer. The key to crafting a great marketing message is to understand what your customer wants. This is where many businesses miss the mark—they focus too much on what they offer and not enough on what the customer is looking for.
For example, if you run an HVAC business, your customer’s main goal might be to feel comfortable in their home. That’s what they want, and your messaging should center around helping them achieve that goal.
2. Has a Problem
Every hero faces a challenge or obstacle, and your customer is no different. This is where you need to define the problem that your business solves. StoryBrand helps you frame this in three parts:
- External Problem: This is the obvious issue, like a broken air conditioner or high utility bills.
- Internal Problem: How does the external problem make the customer feel? Are they stressed, frustrated, or worried about their comfort?
- Philosophical Problem: Why is it wrong for the customer to experience this problem? For example, it’s wrong for someone to feel uncomfortable in their own home.
By identifying these layers, you can speak to your customer’s pain points more effectively.
3. Meets a Guide (Your Business)
Now that your customer (the hero) has a problem, they need a guide to help them solve it. This is where your business comes in. But here’s the catch: your customer is the hero of the story, not you. Your role is to be the trusted guide who has the experience and solutions to help the customer succeed.
To be seen as a guide, your messaging needs to do two things:
- Show Empathy: You need to communicate that you understand what your customer is going through. They need to feel like you “get it.”
- Demonstrate Authority: You also need to prove that you’re capable of helping them. This could be through customer testimonials, case studies, or certifications—anything that shows you’ve successfully guided others in the past.
4. Who Gives Them a Plan
A great guide doesn’t just offer help—they offer a clear plan of action. Your customer needs to know exactly how you’ll help them solve their problem. This step is about giving your customer a roadmap to success.
For example, in our HVAC scenario, your plan might look like this:
- Schedule a consultation.
- Get a customized solution.
- Enjoy a comfortable, energy-efficient home.
This step-by-step plan simplifies the process for the customer and shows them how easy it is to achieve their goal.
5. And Calls Them to Action
Your customer needs to be invited to take the next step. This is the call to action (CTA), and it’s one of the most important elements of your marketing message. Without it, your customer may not know what to do next.
There are two types of CTAs in the StoryBrand framework:
- Direct Call to Action: This is straightforward, like “Call Now,” “Book a Consultation,” or “Get a Free Quote.”
- Transitional Call to Action: This is a softer approach that builds trust over time, like offering a free guide or inviting them to sign up for your newsletter.
At Business Builders, we always include a clear CTA in our marketing strategies to make it easy for potential customers to take that next step.
6. That Helps Them Avoid Failure
No good story is complete without stakes. Your customer needs to understand what’s at risk if they don’t take action. What will happen if they don’t solve their problem?
In our HVAC example, the risk might be continuing to suffer through uncomfortable temperatures, high energy bills, or even damage to their home’s systems. By pointing out the potential negative outcomes, you’re motivating the customer to act before it’s too late.
7. And Ends in Success
Finally, your message should paint a clear picture of success. What does life look like after your customer solves their problem? This is where you show them the positive results they’ll experience by working with your business.
For our HVAC example, success might be a perfectly comfortable home, lower energy costs, and peace of mind. Whatever the outcome, it should directly address the customer’s initial desire (Step 1).
Why StoryBrand Works
By following these seven steps, the StoryBrand framework allows you to create a marketing message that’s simple, clear, and focused on your customer. This approach resonates because it mirrors the structure of every compelling story. People are naturally drawn to stories, and when your marketing is built like a story, it captures attention and motivates action.
At Business Builders, we’ve seen firsthand how StoryBrand can transform the way businesses connect with their customers. When you focus on clarity and position yourself as the guide, not the hero, your messaging becomes more relatable and impactful.
How We Use StoryBrand at Business Builders
As a StoryBrand Certified Agency, we apply this framework to help businesses, brands, and nonprofits communicate their value clearly. Whether it’s building a website, writing copy, or creating a full marketing strategy, StoryBrand plays a central role in how we approach each project.
We start by working with you to define your customer’s journey, identify their problems, and position your business as the guide that can lead them to success. By breaking down complex ideas and focusing on what truly resonates with your audience, we help you engage customers and drive more conversions.
Conclusion: Let Us Help You Tell Your Story
If your marketing feels confusing or isn’t driving the results you want, it might be time to rethink your approach. The StoryBrand framework has proven time and time again that clear messaging leads to better engagement, more conversions, and long-term growth.
At Business Builders, we’re here to help you craft a message that not only cuts through the noise but truly connects with your audience. Ready to see how StoryBrand can transform your marketing? Let’s chat! Together, we’ll create a story your customers will want to be a part of.
