Ayoa’s StoryBrand template is a great tool for marketing teams to clarify their brand messaging, enabling them to improve their business’s strategy and better engage with their target audience. The StoryBrand Framework was created by author and StoryBrand CEO, Donald Miller.
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What is the StoryBrand Framework?
The StoryBrand Framework (sometimes also referred to as a ‘StoryBrand BrandScript’) is an effective marketing tool that can help businesses to simplify and clarify their brand messaging, so they can tell more compelling stories and better connect with their customers – resulting in more successful marketing campaigns.
This popular and much-loved framework was originally created by Donald Miller, a best-selling author and public speaker. Miller is also the CEO of StoryBrand, a marketing company that provides coaching and workshops. It was originally featured in his book, Building a StoryBrand, which explains that there are seven key elements of powerful stories. By incorporating these elements into our brand messaging and marketing strategies, we can build better connections with our customers.
The seven principles of the StoryBrand Framework are as follows:
- A character (your customer)
- Has a problem
- And meets a guide (your brand)
- Who gives them a plan
- And calls them to action
- That ends in success
- And helps them avoid failure
When using the framework, you will need to answer these questions to create a BrandScript that you can use to form your strategies going forward.
Why use the StoryBrand template?
At a basic level, the StoryBrand Framework helps businesses to clarify their messaging and how they present their products and services to their target audience, which can help them to be more strategic in their planning and generate better results. However, it also ensures that the customer is put at the center of your strategy and evokes an emotional response from them. It does this by ensuring that you are appealing to their needs and providing them with a solution that leads them to success.
By using the StoryBrand Framework to better understand your customers and their needs, you will also build a connection with them, which can increase their brand loyalty and result in better targeted and more successful marketing campaigns.
In Ayoa, you can easily share the Work Breakdown Structure template with your project team, key stakeholders, or anyone else who needs to see it!
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How to use our StoryBrand template
Our StoryBrand template (inspired by Miller’s popular framework) includes everything you need to create your own BrandScript – all you need to do is fill in the sections! Simply follow the steps below to discover how to use this template.
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A CHARACTER: Your customer is the hero of your BrandScript – not your business. In the first section of the template, describe who your ideal customer is and what they want. For example, are they a student looking for software to help them manage their workload more effectively? When you have your answers, write these in the sticky notes provided in this section of the template. You can also add additional sticky notes if needed.
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HAS A PROBLEM: In the second section of the template, identify your customer’s internal, external and philosophical problems and their root causes. The aim of this exercise is to personify the root causes you identify and frame them as the villain of the narrative.
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AND MEETS A GUIDE: Your brand is the guide in your BrandScript – and as with many traditional stories, you need to lead the hero to the solution they’re searching for. In this section, explain why the hero (or your customer) should follow you. You may include why you are able to understand their problems (showing empathy) and what gives you the authority to help to solve them – e.g. facts and statistics that make you authoritative in a particular industry.
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WHO GIVES THEM A PLAN: In the next section of the template, summarize a plan for your customer, so they can overcome any obstacles that may be standing in the way of their success. This will include the steps they can take to acquire or use your product or service. Use the checklist to list them.
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AND CALLS THEM TO ACTION: This is where you will need to ask your customer for something in order to provide them with a solution. Clarify what your direct CTA (e.g. set up your subscription’) or transitional CTA (e.g. sign up for free) will be. Make sure that your CTA is as clear as possible – your customer should know exactly what you want them to do.
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THAT ENDS IN SUCCESS: In this section, list the positive changes your customer will experience as a result of using your product or service (such as ‘increased productivity’). Make sure that these are clearly communicated in your marketing.
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THAT HELPS THEM AVOID FAILURE: Now it’s time to do the opposite by listing the negatives your customer will experience by not using your product or service.
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Finally, use the ‘Character Transformation’ section of the template to simplify your BrandScript by describing what the customer will experience before and after using your product.
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[author_custom image=”/wp-content/uploads/sites/5/2020/12/image.png” name=”Donald Miller” job=”CEO, StoryBrand” description=”Donald is an author, speaker and the creator of the popular StoryBrand Framework that is used by marketing teams to define their brand messaging.”
creator ” website=”http://storybrand.com/”]
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