Building A StoryBrand

Building A StoryBrand is your guide to turning your sales pages and product into an adventure for your clients by identifying the seven steps to successful storytelling as a company and how to craft the clearest message possible so that they will understand and want to be part of it.

We remember best the stories that have a hero. You can’t really tell a good tale without one. The same is true for your brand’s story. You just need to make sure that your hero is your customer.

If you focus well on people’s needs, they’ll keep coming back to you. That’s because your story has the power to make them think of you while they’re hearing it and then think of your product in real life.

One example of how not to do this is a luxury resort that muddled their story up in bad design. Their website had regular pictures of the restaurant and front desk. It included a section of long text telling how the resort came to be.

It wasn’t clear and didn’t focus on customer’s desires.

Which brings us to another important point about telling a good story. You need to make sure it focuses on only one of their desires.

It’s not enough to just list your services and hope for the best. You need to make it clear by identifying how your offering will fulfill their needs.

Eventually, the luxury hotel we mentioned earlier figured out that the one thing their customers wanted was to relax. That made it easy for them to update the website with minimal text and pictures of towels and massages.

If you’re like me and enjoy solving problems, you’ll be happy to learn that one of the points in the StoryBrand framework is problem-solving. It doesn’t matter if it’s a simple process that needs fixing or something more extravagant, your customers need their problems solved. But the good news is that you’ll begin engaging with them well if you only mention the difficulties that you know they experience. When we feel understood, it’s like psychological air that makes us want to listen to whoever is expressing their awareness of how we feel. That’s what your customers get when you know their struggles and express that. It’s best to turn these problems they need a solution to into villains that they, as the hero of their story, need to vanquish. If you had a time-management app, for example, you’d want to identify distractions as the villain. Then, anything that takes time away from your customer is the bad guy that they, with your product, can beat. You can also help people solve internal issues, like feelings. It’s easy to…