In today's crowded marketplace, it can be challenging to make your brand stand out. That's where StoryBrand comes in. StoryBrand is a marketing framework that helps businesses clarify their core message, and connect with their customers in a more powerful way.
At the heart of the StoryBrand framework is the BrandScript, a seven-part framework that helps businesses create a compelling brand message that resonates with their target audience.
Ready to Improve Your Marketing Materials with the StoryBrand Framework?
In this blog post, we'll introduce you to the StoryBrand Framework, including the BrandScript. We'll also share three examples of successful BrandScripts from Coca Cola, Nike, and Samsung. At the end, we'll give you a step-by-step guide to creating your own BrandScript. Are you ready to experience the benefits of having a clear brand message?
And don't worry - you aren't in this alone.
Here at Red Door Designs we're a StoryBrand certified agency that can help you create a powerful BrandScript, clear messaging and a powerful website that converts to improve your marketing results.
What is the StoryBrand Framework and What is a BrandScript?
StoryBrand is a marketing framework developed by Donald Miller that helps businesses clarify their message and connect with their customers.
The StoryBrand framework is based on the idea that every great story has a hero, a problem, and a guide. The hero is the customer, the customer's problem is the challenge they face, and the guide is the business that can help them overcome that challenge.
The StoryBrand Framework makes your Brand and your Message Come Alive
The 7 Parts of the StoryBrand Framework
The BrandScript is a seven-part framework within the StoryBrand framework that helps businesses create a compelling brand message that resonates with their target audience.
The seven parts of the BrandScript are:
- A Character (your customer)
- Has a Problem (they need to solve)
- And Meets a Guide (your business)
- Who Gives Them a Plan (your solutions)
- And Calls Them to Action (to start the buying process)
- That Ends in Success (the end result)
- And Helps Them Avoid Failure (what would happen if they don't buy)
3 StoryBrand BrandScript Examples
Now that we understand what StoryBrand and BrandScript are, let's look at three examples of successful BrandScripts from Coca Cola, Nike, and Samsung.
Coca Cola is the guide that brings refreshment to hard-working people (the hero) who need a pick-me-up (the problem).
StoryBrand BrandScript Example 1: Coca Cola
Character:
Hard-working, thirsty people who want to feel refreshed and energized.
Problem:
They're exhausted from their busy day and need a pick-me-up that will keep them going.
Guide:
Coca-Cola is the refreshing guide that will help them feel rejuvenated and ready to tackle anything.
Plan:
Our plan is to provide them with a delicious, ice-cold Coca-Cola that will quench their thirst and give them the energy they need to keep going.
Call to action:
We encourage them to grab a Coca-Cola right now and experience the refreshing taste that will keep them going.
Success story:
Just like millions of people around the world, our satisfied customers testify to the refreshing and energizing power of Coca-Cola. It's a classic, time-tested beverage that people have loved for over a century.
Vision:
We want our customers to picture themselves feeling refreshed, energized, and ready to take on the world after enjoying a cold, delicious Coca-Cola.
Nike is the guide that brings high-quality athletic gear and support to athletes & fitness enthusiasts (the hero) who are facing physical & mental challenges to meet their goals (the problem).
StoryBrand BrandScript Example 2: Nike
Character:
Athletes and fitness enthusiasts who want to push their limits and achieve their goals.
Problem:
They face physical and mental challenges that can hold them back from achieving their goals.
Guide:
Nike is the motivational style guide, that will help them overcome their challenges and achieve greatness.
Plan:
Our plan is to provide them with high-quality athletic gear, expert training advice, and inspirational content that will keep them motivated and on track.
Call to action:
We encourage them to lace up their Nikes and start their journey to greatness today.
Success story:
Just like some of the world's top athletes, our satisfied customers have achieved amazing things with Nike's help. From winning championships to breaking records, Nike helps people achieve greatness every day.
Vision:
We want our customers to picture themselves breaking through their limits and achieving their wildest dreams with Nike by their side.
Samsung is the guide who brings cutting-edge devices to people who want to stay connected (the hero) in a complex technology landscape (the problem).
StoryBrand BrandScript Example 3: Samsung
Character:
People who want to stay connected and simplify their lives with technology.
Problem:
They face a complex and ever-changing technology landscape that can be difficult to navigate.
Guide:
Samsung is the trusted guide that can help them stay connected and simplify their lives with the latest technology.
Plan:
Our plan is to provide them with cutting-edge devices and services that seamlessly integrate into their lives and make everything easier.
Call to action:
We encourage them to experience the Samsung difference and upgrade their technology today.
Success story:
Just like millions of people around the world, our satisfied customers have improved their lives with Samsung's technology. From staying connected with loved ones to running their businesses, Samsung helps people simplify their lives and achieve their goals.
Vision:
We want our customers to picture themselves enjoying a simpler, more connected life with Samsung's help.
It's time to create your unique BrandScript
10 Steps to Create Your Own BrandScript Using the StoryBrand Framework
Now that you've seen some examples of successful BrandScripts, you may be wondering how to create your own. Here's a step-by-step guide to creating a powerful BrandScript:
Step 1: Identify your target audience.
Get to know the unique fingerprint of your hero.
Who are you trying to reach, and what are their pain points and desires?
It's important to have a clear understanding of your target audience before you start crafting your BrandScript. This could involve conducting market research to gather insights into potential customers, their needs, interests, and behaviors. You can use tools like surveys, focus groups, and customer interviews to gather data on your audience.
Once you have a good understanding of your target market and your customer's problems, you can create buyer personas to represent your ideal customers. These personas should include information about their demographics, psychographics, pain points, and desires. This will help you tailor your BrandScript to resonate with your target audience and address their specific needs.
Step 2: Identify your brand's unique selling proposition.
What sets your brand apart from the competition, and what problem does it solve for your target audience?
Identifying your brand's unique selling proposition (USP) is key to creating a powerful BrandScript. Your USP sets your brand apart from competitors and communicates the unique value your brand provides to your audience.
One way to identify your USP is to research your competitors and analyze their strengths and weaknesses. Consider what problem your product or service solves for your target audience and how your brand's unique features and benefits address those needs. Then, incorporate your USP into your BrandScript to differentiate your brand from the competition.
Step 3: Create a character.
Your customer is the hero of the story.
Who is your target audience, and what do they want to achieve?
Creating a character for your target audience can help you bring your BrandScript to life in a way that resonates with your audience. Think of your BrandScript as a story, with your character as the protagonist.
Your character should be relatable, empathetic, and embody the aspirations and motivations of your target audience.Your character should have a clear goal or desire that drives their actions and shapes their personality.
For example, if your target audience is young professionals who value work-life balance, your character could be a driven, ambitious individual who is passionate about their career but also wants to save time to enjoy their personal life. They may have hobbies or interests that they enjoy outside of work, and may struggle to balance their work and personal priorities.
By creating a relatable character, you can bring your BrandScript to life in a way that resonates with your audience.
Use your character to illustrate the pain points and desires of your target audience, and show how your brand can help them achieve their goals. This can help you connect with your audience on a deeper level and build stronger relationships with your prospective customers too.
Step 4: Identify the problem.
What is the challenge that your target audience faces, and how does it hold them back?
Identifying the problem your target audience faces is a critical component of your BrandScript. The problem should be a central theme that your character must overcome in order to achieve their goal.
There are two aspects to the problem: the internal problem and the external problem. The external problem that your audience faces may be a lack of time, resources, or expertise. The internal problem they face might be self doubt, fear of failure or lack of clarity.
By identifying the problem, you can position your brand as the solution and show how your product or service can help your audience overcome their challenges and achieve their desired outcomes.
Step 5: Position yourself as the guide.
How can your brand help your target audience overcome their problem and achieve their goals?
Positioning your brand as the guide means positioning yourself as the authority figure who can help your target audience achieve their goals. To do this effectively, you should empathize with your audience's struggles and show that you understand their pain points.
By connecting with your audience on an emotional level, you can build trust and credibility, making it more likely that they will choose your brand over your competitors.
Additionally, offering guidance, support, and expert advice can demonstrate your expertise and show your commitment to helping your audience succeed, further solidifying your position as the trusted guide.
Step 6: Provide a plan.
What steps can your target audience take to achieve their desired outcome, and how does your brand and marketing efforts fit into that plan?
Providing a clear plan is crucial for helping your target audience achieve their desired outcome. Your plan should be simple to understand, actionable, and aligned with your audience's needs and preferences.
By clearly outlining the steps that your audience needs to take to achieve their goals, you can demonstrate that your brand understands their challenges and can provide practical solutions that work.
Highlighting how your brand and marketing efforts fit into the plan can help reinforce your position as the trusted guide and make it easier for your audience to follow the plan and achieve their desired outcome.
Step 7: Call to action.
When your audience sees that you understand their problem very well, they will be more likely to take action.
What clear call to action do you want your target audience to take, and how can you make it easy for them to take that action?
In a story, the hero is often called by their guide to face their challenges and pursue their goals.
Similarly, in marketing, a clear call to action can serve as the guide's call to the hero, providing them with a specific action to take to overcome their problems and achieve their desired outcome.
By framing your brand as the guide and providing a straightforward call to action, you can help your target audience feel motivated and empowered to take action and ultimately become the hero of their own success story.
Step 8: Share a success story
How has your brand helped others achieve their desired outcome, and what impact has it had on their lives?
Sharing success stories and testimonials is a powerful way to illustrate the success that is possible for your hero. By showcasing real-world examples of how your brand has helped others overcome similar challenges and achieve their desired outcome, you can demonstrate the value of your product or service and build trust with your audience.
When sharing success stories, it's important to highlight the specific impact that your brand has had on the lives of your customers and how it has helped them overcome their challenges and achieve their goals. This can help your target audience feel more confident and motivated to take action towards their own success.
Step 9: Cast a vision for potential customer.
Make your BrandScript as visceral as possible using visual and sensory language.
What does success look like for your target audience, and how can your brand help them achieve that vision?
Paint a clear and compelling picture of what success looks like for them. By helping them visualize their desired outcome and the benefits of achieving it, you can create a powerful emotional connection and motivation to take action.
Your brand can then serve potential clients as the bridge that helps them turn that vision into a reality, providing them with the tools, resources, and support they need to overcome their challenges and achieve their goals.
Step 10: Enjoy your business growth!
Enjoy a clearer, stronger relationship with your audience, and better leads and more sales made.
By using the StoryBrand framework and creating a powerful BrandScript, you can develop a clear and effective messaging strategy that resonates with your target audience, connects with them emotionally, and drives them to take action.
This can be a powerful asset to your marketing materials, helping you stand out in a crowded market and generate better leads and sales. As you implement your BrandScript across all of your marketing channels, you can enjoy a clearer, stronger relationship with your audience, and the business growth that comes with it.
Keep your brand message simple. Would children understand what you do? Make it easy to understand.
Benefits of Having a BrandScript in your Marketing Materials
Having a clear and compelling BrandScript can help your business in several ways. A good BrandScript can:
- Clarify your message and make it more compelling to your target audience.
- Help you stand out in a crowded marketplace and differentiate your brand from the competition.
- Make it easier for your target audience to understand how your brand can help them solve their problems and achieve their goals.
- Improve your marketing results by creating a more effective call to action and driving more conversions.
We create websites and sales pages to help you stand out as an expert in your field.
How Red Door Designs Can Help You
At Red Door Designs, we are StoryBrand certified and can help you clarify your marketing message and create a powerful BrandScript. We offer a range of services, including BrandScript creation, website design, marketing strategy, and more. Contact us today to learn how we can help you improve your marketing results and grow your business.
Here's an example of one of our clients' websites before and after implementing the StoryBrand Framework
StoryBrand Website Examples
If you'd like to see examples of how we apply the StoryBrand framework to write compelling websites that convert, check out our work here.
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