When your brand messaging is muddled, you must adopt a new tactic to ensure your brand gets its point across. Donald Miller’s StoryBrand strategy helps customers understand who you are and why your business exists. It’s a different way to write your brand story than the traditional method, and we think it’s the crucial difference to give you a competitive edge over your rival businesses and ensure using growth marketing for your brand. StoryBrand centers on the consumer, making them the story's hero instead of discussing the business. Let’s get into the details of StoryBrand and how it — and we — can help you stand out from the crowd through clear brand messaging.
Could Your Brand Use a Little More Clarity?
We hear this story from a lot of our clients. You’ve spent hours working on your brand, but it doesn’t connect with your customers. Through talking with customers, you've found it unclear what you stand for, what you do, or why customers should pick your business over others. Even though you have tried to create a brand that makes sense, your customers don’t understand how your products or services solve their problems. This is understandably frustrating. Fortunately, there is a tried-and-true way to clarify your brand messaging and help your target audience understand. We use it with our clients because it concludes the problem and the solution, and we have trained and become certified in StoryBrand.
Use This Strategy: Create Your Brand Story.
StoryBrand uses these truths to help customers understand what your business is and why it exists.
A strong brand narrative identifies the target audience's problem and presents an attractive solution. Furthermore, it provides an exciting and engaging approach to sharing a business's mission and values. Intriguing brand narratives are:
- Putting the focus on the client
- Uniform across all mediums
- Concise and illuminating with specific examples
- In the form of a narrative
- Consistent with the tone and style of your brand
The most compelling brand narratives go beyond providing information by appealing to the audience's shared humanity and sense of belonging. Consumers are drawn to approachable and friendly companies because of our innate need to form emotional connections with one another and our communities via shared narratives.
When customers relate to your “why,” the customers develop a connection with your brand and may be more likely to purchase from your business.
The Traditional Way Businesses Created a Brand.
Before the release of “Building a StoryBrand,” in 2017, most businesses started crafting their brand by writing about its origins, mission, and values. These are essential parts of the brand framework to create your messaging with these aspects in mind.
Many businesses would make their brand around their company and not their target audience. This used to mean that the traditional style of branding was built around a tangible and could be associated with the physical product itself.
However, not always the easiest to understand or most compelling for your prospective customers. The customers might not see what your mission and values do with solving their problems. This is where the StoryBrand framework by Donald Miller can connect the dots.
Often, traditional ways would focus on the brand's foundation that would not tie back to the audience very well. It would not be able to understand the problem that needs to be solved. It focused more on the brand than the consumer, making the business the hero and not the consumer.
Build a Brand Narrative Around Your Audience.
Brand narratives have existed for some time but are now more critical than ever. It's tough to get people enthusiastic about you if you don't have a brand narrative. The best tales, imprinted in our humanity, are passed around from person to person because that is the kind of society we live in. Feelings may be shared via stories. The most important thing is to stay true to your brand's original intent. A winning formula, if you will. Your content and interaction may be driven by how effectively you tell your narrative to your target audience.
Brand stories are important for reaching consumers, gaining their confidence, and creating a rewarding work environment. The business's brand narrative may be used to create a unified knowledge of the brand and a set of talking points that employees can use to describe the value provided to the business in terms of the brand.
In the end, it is the business's staff who must convey the brand's messages to customers. The exterior and internal brand narrative should be equally important for crafting the customer experience. The brand concept should serve as a source of motivation for all brand-related employees and should direct their efforts across the board.
StoryBrand, instead of focusing on the facts about your brand’s foundations, uses these to build a narrative that facilitates a connection with the audience. It understands that your business exists to solve a problem your customers have and centers them in the narrative. Most importantly, it focuses on the customer instead of the brand itself. In StoryBrand, the customer is always the hero of the story.
Why We Use StoryBrand With Our Clients.
It Creates a Messaging System.
There is a proven and understandable structure to building your brand’s narrative through StoryBrand. It allows us to create compelling narratives that deeply engage and connect with our audience. Understanding the target audience, leveraging the power of storytelling, and following the seven key elements of the framework helps businesses craft brand messaging an audience will love.
It Draws a Connection Between The Problem and The Solution.
StoryBrand leans on the conflict in the story of the customer’s pain points and how your product or service can solve them. The conflict leads to your customer looking for a solution, and your product becomes the solution, delivering the satisfying resolution of the story (and encouraging the client to close the deal).
It Creates a Bridge Between Product, Persona, Message, and Marketing.
The StoryBrand system walks you through guiding your audience through the solutions you provide, providing a detailed plan, and eliminating uncertainty. It lets you choose an angle for your messaging based on the persona you’re hoping to reach, and craft customized posts, landing pages, and more that are more likely to connect and convert.
Why Work With a Guide To Create Your StoryBrand?
You can buy and use the StoryBrand book to help you create your own StoryBrand, but an outside perspective on your messaging can be valuable. And honestly, StoryBrand requires a bit of expertise to be deployed properly.
Our team has taken part in professional training on the StoryBrand framework and is certified to use StoryBrand to help companies. With our know-how, you can get your message out into the world powerfully and understandably.
Talk to Our StoryBrand Guide.
StoryBrand is a powerful tool to help you connect with potential customers by centering them as the hero and helping them see how your products will solve their problems. It is a newer way to create a brand story, but it effectively clarifies your brand messaging and helping your business grow.
In a competitive market, the StoryBrand framework provides a powerful tool for businesses to differentiate themselves and build meaningful connections with their target audience. Krista, our StoryBrand certified guide, will help you embrace the power of storytelling and the StoryBrand framework to create brand messaging that captures the hearts and minds of your audience, propelling your business to new heights.