Towards the end of last year, it was suggested that I read StoryBrand by Donald Miller so that we as a business could think about our own story and how we present ourselves in the marketplace.
When you’ve worked in an industry for most of your career, it is very easy to adopt the “I know” attitude – what else do I really need to learn about marketing and branding?! Well, when you open your mind and think “Isn’t that interesting” instead of “I know” you can learn quite a lot.
The StoryBrand framework is powerful tool for captivating your audience, building strong connections and driving growth. It helps you to gain clarity on the core challenges your product or service is there to help your customers to overcome and how you can use the power of storytelling to show them that you are the best choice for them.
I’ve done quite a lot of work on StoryBrand with clients and so I wanted to share some of the concepts from Donald Miller’s book and see how you might be able to use this framework for your own marketing.
What is StoryBrand?
On a basic level, the StoryBrand framework is built around the idea that every successful brand tells a compelling story – one that resonates with its target audience, addresses their needs and invites them to be part of the journey. It places the customer at the centre. They are the hero. Our businesses are there to serve as the guide, helping them to overcome their challenges and achieve success.
Your customer as the hero
Before you undertake any kind of marketing activity it is vital that you understand who you are marketing to! In the context of StoryBrand – who is the hero in your story? You need to be able to define who your customer is and what it is that they want.
In all good stories a hero will encounter a problem, an obstacle that they need to overcome. It is your job as a brand to dig deeper into what your customers challenges really are. By truly understanding the root cause of their challenges and the aspirations that drive them, you can tailor your messaging and content to speak directly to your audience and create a meaningful connection from the outset.
You as the guide
Once you understand what it is that you are trying to solve for your customer you then need to show them that you can help. You are their trusted ally who will help them to navigate their journey and overcome their obstacles.
Rather than focusing on your brand’s features or accolades, shift the spotlight to the customer and position your brand as the solution to their problems. By empathising with their struggles, offering clear solutions, and demonstrating your authority in your field, you can build trust and credibility with your audience.
How do I use this in my marketing?
StoryBrand isn’t just about crafting a compelling brand story —it’s about integrating that narrative into every aspect of your business, from your website and marketing collateral to your sales process and customer interactions. By consistently communicating your brand’s message and values across all touch points, you can create a cohesive and memorable experience that resonates with your audience and drives loyalty and engagement.
You are taking your customer from their point of pain, showing them that you are the trusted guide and that you can help them to move away from pain and to success.
When I read StoryBrand for the first time, I thought about all the great books and films I have read and watched over the years and how when you come across someone who has never read/seen it before you instantly become more animated talking about it and telling them to go and read/watch it immediately. If a great story can create this feeling then so can a great brand! StoryBrand is in essence helping your customers to understand how you form part of the solution to their problem, in a way that resonates with them and makes you their only choice.
