Building a StoryBrand: Clarify Your Message So Customers Will Listen to Review

Introduction

Building a StoryBrand is a marketing book by Donald Miller that lays down the principles of the StoryBrand Framework, paired with a simple checklist meant to help companies refine their message. Originally published in early 2017, this book uses the concept of storytelling, to show brands how to engage the consumer. Looking at Miller’s insights, the principal focus should be made on providing a sound and concise message, which is cast in a meaningful and consistent customer-focused story.

The book is based on the premise that very often, businesses fail at communication because the message ends up being complicated or because the company clouds the message with self-promotion instead of presenting a clear solution to a customer’s need. Miller offers the tested plan to make the client the main protagonist of a show while the brand plays the role of a consultant. The simplicity of The StoryBrand Framework also explains why it is and why people turn to it while looking for tools for their businesses, marketing campaigns, and personal development.

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In this review, the goals and values of the book, its functions, as well as its advantages and disadvantages will be examined.

The seven principles of the framework

The fundamental message of Building a StoryBrand is based on two concepts: firstly, only the companies that are able to tell a story place their ideal customer at the centre of the story and not the brand itself. Seven elements of storytelling are employed by Donald Miller for building a powerful marketing message. All of these components fill the classic plot archetypes of myth, movies, and books, so the structure is accessible to any viewers.

1. The Hero

The customer is the hero in the ongoing story, not the brand. The biggest mistake businesses make according to Miller is taking on the role of a hero and being too zealous about what the company has to offer. Instead, companies need to know that customers are interested in how the product or the service is going to improve their lives. Replacing the hero story with the one centred on the customer simply provides a stronger and more compelling narrative.

2. The Problem

Of course in every story, it cannot be denied that a hero exists well- who encounters a challenge, or a complication. Finding out the customer’s problem is important in the story framework because it turns out to be the problem attributing the advancement of the story. Miller breaks down the problem into three layers: external, internal, and philosophical. The external function is the visible issue (for example, ‘I need a car’) whereas the internal function is linked to suffering (‘I want to feel important’). In the case of the philosophical problem, it is the moral dilemma (for example, “I deserve something reliable”). At these layers, organizations are able to build a relationship with the clients which is profound.

3. The Guide

Here, we have what might be called the protagonist, the customer, and the rehearses or the guide which is the business. Some famous examples include Yoda from Star Wars and Gandalf from The Lord of the Rings: they are here to guide the hero through their story. In marketing, one must take up the position of an expert who gives empathy too to the targeted consumers. Empathy tells the customers that the company is aware of their plight and authority convinces them that the company has a solution to the problem.

4. The Plan

In making the climax, a hero must practice sufficient strategy on how to solve the problem. According to StoryBrand Framework, the brand must offer a clear and feasible solution to guide the customer. According to Miller, one needs to split the plan into comprehensible goals not exceeding more than one day. For instance, if the firm is selling a fitness program the plan they may lay may look like this; 1. Sign up today, 2. Get a custom workout routine, 3. Start seeing results in 30 days.” This makes the customer more relaxed and hence has some level of confidence that they will succeed.

5. The Call to Action

The heroes alike are always encouraged to act whether it is by a character in the story or by events of the story. Likewise, brands need to move customers to action and provide them with a direct call to action. Miller emphasizes two types of calls to action: direct and transitional. While direct calls are plain and to the point (e.g. “buy now,” “schedule an appointment”), while transition calls involve a strategy that supports the customer (e.g. “download an e-book”). These help the customer to know what other steps to take.

6. Avoiding Failure

There is something to be lost in great stories—what if the hero fails? Likewise, organisations should inform stakeholders about the negative implications that result from a failure to act. For instance, without purchasing the company’s services in financial planning, the customer may have debts. This element puts pressure on the customer and makes him or her to take an appropriate action.

7. Success

Lastly, a good story ends with a hero [o] winning. Miller advises firms to describe to the targeted audience exactly what the world will be like after the purchase of the product or the service. This is where the perception of the brand as a value for customers comes into play – demonstrating to the customer how his or her life will be enriched as a result, from confidence to savings to his dream.

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Practical Application

However, what is one of the largest strengths of Building a StoryBrand is its utility. This tool is flexible to be implemented for various kinds of industries from individual entrepreneurs to companies in the industry. It can be applied to websites, e-mails, social networks and even personal sales. Some organisations have issues with confusing communication, yet, this structure enhances an easy commensurate that can be duplicated.

Example Application: Website Design

According to the StoryBrand Framework, a website would be reconstructed in a different layout putting the customer at the center. Rather than approaching it with mission or vision statements, the home page would first present the customer’s pain and the firm’s product. The site would show exactly how one could interact with the business on the home page with a large button saying this.

Example Application: Social Media

In the case of social media platforms, this will mean that the StoryBrand entails their posts are centred toward customers’ success where they show how the product or service addresses their unique pain points. Targets for action would be evident and persistent, and content would frequently underscore the consequences—what the customer benefits by acting or loses by inaction.

Strengths of the Book

Clarity and Simplicity

What I like about Miller is the way he can share big concepts in marketing and make them easy and implementable. Many people will find the concept or the StoryBrand framework easy to grasp and apply. Its clear-cut approach to marketing makes it a suitable tool for both the professional marketer and the small businessman who may not be a marketing expert.

Customer-Centric Approach

By focusing on the customer as the hero, Building a StoryBrand addresses a common flaw in many businesses’ marketing strategies: self-centred messaging. It makes businesses focus on listening to the customer’s present messages that are solutions rather than just persuading the customers to buy products that engulf their trust.

Flexibility by Industry

The seven principles in the StoryBrand Framework are very broad so they can be utilized across almost any kind of company. Understanding the main concepts discussed in the book can be useful to startups and big companies, non-profit organizations, and any other business that wants to enhance the company’s communication with the target audience.

Weaknesses of the Book

Repetition

This is the greatest strength for the authors while some readers may feel the book is too repetitious. The seven parts of the StoryBrand Framework are discussed throughout the book, and although this is helpful because it nails the concept in the reader’s mind, this feels repetitive in places. Some of the audiences must have felt that a shorter message could have been quite adequate.

Lack of Depth in Some Areas

Here, the stream of content of the book becomes a disadvantage because it may either be too simple or express multifaceted concepts in a too simplified manner. However, it gives a step-by-step guide for message improvement and although it recognizes some more elaborate types of marketing strategies, it does not get into the psychological theory of storytelling. As a result, readers attempting to gain more insight regarding distinct narrative structures may find skills and belonging, or the lack thereof, somewhat lacking.

Limited Scope

Message construction is the core of Building a StoryBrand, but it is largely limited when it comes to other marketing considerations, such as brand identity, products, and segments. As for the sources of information that can be used for the detailed advertisement of products, readers may require additional materials for the book.

Conclusion

I found Donald Miller’s Building a StoryBrand to be a very valuable resource for any business trying to tell their story and engage with customers better. The StoryBrand Framework is easy, built for the customer, and can be used in any organization. Because of the clarity of its concepts and the direct focus on dealing with customer pain, the book is a very useful guide to enhancing marketing communication through Web sites, social media or sales conversations.

It also may cause certain readers to feel that it is unoriginal or even simplistic, there is power to its approach as ideas are presented in simple actionable steps that businesses can implement. StoryBrand is a formation that offers a roadmap that will assist firms from getting lost in the murkiness of the message campaign and instead define a structure in which the customer is the protagonist and the firm is the guide.

As a marketing tool for marketers, business people and company owners, Building a StoryBrand provides very critical information in a simple way that can easily improve relations with customers.

Click here to read Building a StoryBrand: Clarify Your Message So Customers Will Listen for free with a 30-day free trial