Using the Storybrand Framework
Marketing doesn’t have to be complicated. Yet far too many businesses struggle to connect with customers in a way that leads to real results. That’s where the StoryBrand Framework, created by Donald Miller, comes in. It's a proven, easy-to-follow method that helps brands clarify their messaging, capture attention, and convert more leads—without confusing or overwhelming their audience.
Whether you're a solopreneur or a large company, the StoryBrand Framework can completely transform how you communicate with your customers. In this article, we’ll break down the seven-part StoryBrand formula and explain exactly how any brand can use it to create marketing that not only resonates—but drives real growth and increases revenue.
What Is the StoryBrand Framework?
At its core, the StoryBrand Framework is about clarity. It leverages the universal structure of storytelling to position the customer as the hero of the story, and the brand as their trusted guide.
The framework is built on seven essential elements:
A Character
Has a Problem
And Meets a Guide
Who Gives Them a Plan
And Calls Them to Action
That Helps Them Avoid Failure
And Ends in Success
Let’s dive into each one—and how your brand can put it to work.
1. A Character: Identify What Your Customer Wants
Every good story begins with a hero who wants something. In your brand story, the customer is the hero—not your business.
Ask yourself: What does my customer want more than anything?
It might be something functional like "save time," emotional like "feel confident," or aspirational like "be a leader in their field."
📌 Tip: Keep it simple. Customers should know in the first few seconds what you help them achieve.
2. Has a Problem: Define the Challenge They're Facing
Great stories include conflict. If your marketing doesn’t clearly articulate the customer’s problem, they won’t feel the urgency to act.
StoryBrand breaks problems down into three levels:
External: A clear obstacle (e.g., “I need faster shipping.”)
Internal: How that problem makes them feel (e.g., “I’m frustrated and stressed.”)
Philosophical: Why it feels just plain wrong (e.g., “In today’s world, I shouldn’t have to wait this long.”)
📌 Tip: Most companies only talk about external problems. The real connection happens when you name the internal struggle.
3. Meets a Guide: Position Your Brand as the Solution
The hero doesn’t solve their problem alone—they meet a guide who shows them the way. That’s your brand.
To earn the role of the guide, you need to demonstrate:
Empathy: “We understand what you’re going through.”
Authority: “We’ve helped others just like you.”
📌 Tip: Avoid making your brand the hero. Instead, build trust by showing you understand your customer’s journey and have the expertise to help.
4. Who Gives Them a Plan: Offer a Clear Path Forward
Once the guide earns trust, they give the hero a plan to win. Customers don’t buy the best products—they buy the products they understand the fastest.
Your plan should be simple and actionable:
Process Plan: “Step 1, Step 2, Step 3…”
Agreement Plan: “Here’s how we guarantee your satisfaction.”
📌 Tip: Keep your plan to three steps max. Clarity beats cleverness every time.
5. And Calls Them to Action: Invite the Customer to Take the Next Step
Most marketing fails because it doesn’t ask for the sale clearly.
You need two types of calls to action:
Direct CTA: “Buy now,” “Schedule a call,” “Start your trial.”
Transitional CTA: For customers not ready to commit yet—like free guides, videos, or consultations.
📌 Tip: Every page of your website and every marketing asset should include a clear, strong CTA.
6. That Helps Them Avoid Failure: Show What’s at Stake
Good stories have stakes. Your marketing should, too.
What happens if the customer doesn’t take action? Will they waste money, lose time, miss opportunities, or stay stuck?
Don’t overdo the fear—but make sure they understand what’s at risk if they don’t move forward.
📌 Tip: Be honest and specific. Fear of loss is often more motivating than desire for gain.
7. And Ends in Success: Paint a Picture of Their Transformed Life
Finally, show your customers what life looks like after they’ve worked with you.
Use language and imagery that illustrates success: peace of mind, increased sales, confidence, happiness, growth, transformation.
📌 Tip: Use testimonials, success stories, and case studies to reinforce the vision of success.
Bringing It All Together: Your BrandScript in Action
When you apply the StoryBrand framework to your business, you’re creating a BrandScript—a one-page story that guides every piece of marketing you create.
Once you have your BrandScript, you can use it to:
Redesign your website homepage
Clarify your elevator pitch
Write marketing emails that convert
Create social media content that resonates
Build better sales presentations
Align your team around a unified message
Real-World Results: Why This Works
Brands that use the StoryBrand Framework often see:
✅ Higher engagement on websites and social
✅ More qualified leads and better conversions
✅ Increased customer loyalty
✅ Stronger team alignment
✅ Greater clarity in messaging across platforms
The best part? You don’t have to be a professional copywriter to do this. You just need to tell a better story—one where your customer is the hero, and you’re the trusted guide helping them succeed.
Final Thoughts
In a noisy world, clarity wins. If your marketing feels scattered, ineffective, or just not landing—try shifting your message with the StoryBrand Framework. Put your customer at the center. Solve their problem. Show them a clear path. Invite them to take action. And remind them what success looks like. That’s how you create marketing that actually works—and build a brand that people trust, love, and buy from.
