The 7 Parts of the StoryBrand framework
StoryBrand is a powerful messaging framework developed by author and business leader Donald Miller. The premise is that you need to offer solutions to your coaching client’s problems. When you clearly articulate your products and services as the answer they’ve been searching for, your business grows in the process.
The Character
Every compelling story, novel, or major motion picture revolves around a central character. That person, or even group, is the dynamic hero on a journey. Whether it be a quest to transform or a goal to attain, the bottom line is every story’s character wants something.
The Problem
As you progress through a story, the plotlines offering narrative traction introduce a problem. It’s essential to keep in mind that there is rarely just one problem.
There’s an external problem. The character tangibly doesn’t have this—expertise, tools, skills, time, money, etc.
There’s an internal problem. This problem tugs at their emotions—fear, doubt, guilt, frustration, anger, etc.
There’s a philosophical problem too. This represents the good versus evil we find embedded in the story’s primary theme. The guy deserves to get the girl. A villain shouldn’t bully the community.
Quite simply, without a formidable problem, the story doesn’t matter.
The Guide
At this juncture in the film, a wise sage typically enters the picture. They’ve been there before. They now have answers that can serve the main character of the story well.
Some of our more famous Hollywood guide symbols include Yoda (from Star Wars), Obi Won Kenobi (also Star Wars), and Haymitch (The Hunger Games).
Keep in mind that a balanced guide displays empathy and authority.
Empathy reminds the hero that they understand their pain. They get it. Authority reassures the hero that they have the chops to serve them well.
The Plan
Any plot with too many acts or controlling ideas will lose the audience. Instead, there needs to be a clear and trackable plan. A plan reassures the character and audience alike that we’re following a proven path to a result. And human psychology studies confirm that the greater the detail, the harder it is to remember.
Calls Them to Action
Giving the character a plan is good, but it’s just the start. That plan needs to call them to action. Consider Luke Skywalker in the original Star Wars trilogy. He was called to action to defeat the Death Star. It’s a climactic scene that induces a sense of transformation.
Yet, for many businesses a direct call to action (think “schedule a call” or “buy now” doesn’t accurately represent where the customer is at in the buyer’s journey.
For that reason, every good story needs a transitional call to action as well.
Point the Character Toward Success
The point of any story is to end up with the desired result. Success. The dragon needs to be slain (The Hobbit). The ring needs to be destroyed (Lord of the Rings). The Empire needs to be defeated (Star Wars).
When correlating to your company, it’s equally important to remember that any customer or client is paying for an outcome—not your product or service. They want success.
Help Them Avoid Failure
While success is valuable, highlighting what’s at stake is equally important. Katniss likely wouldn’t have volunteered as tribute in The Hunger Games if her family and community we’re at risk. Understanding what could happen due to inaction is a powerful motivator.
Remember, they are the hero because the central figure in a story undergoes significant change. They’re dynamic, meaning they’re the story’s weakest character. The guide, that’s you, is consistent, reliable, and trustworthy. This is a position of strength and ultimately puts you in a place to serve them well.
A Word of Caution—Watch Out for the Curse of Knowledge
The problem is tackling the task of creating a clear message is hard when you are also the expert. When you know everything about your business, it often comes with something Lee Lefever refers to as the curse of knowledge.
It’s the equivalent of trying to read the label from inside the bottle.
The antidote? Step (temporarily) back into the hero seat and let someone else serve as the guide to clear up your brand’s message.
This could be a colleague, trusted friend, or you could even hire our team to help. It’s important to evaluate which sounding board will be the right fit for you.
The result? A crystal clear brand message that resonates with your ideal customer (like, the customer you wish you could clone a hundred times over) and leads to more revenue, profit, and growth for your company.
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