How to tell your brand story

Posted on
July 1, 2023

Humans have been telling stories for thousands of years. From cave paintings to epic poems, storytelling has been essential to human culture and communication.

In today's fast-paced world, businesses must compete for people's attention and stand out in a crowded marketplace. One way to do this is by telling a compelling story that engages customers and inspires them to take action.

The story format works so well because people love listening to stories. We are wired to connect with stories emotionally and remember stories far better than facts and figures.

The StoryBrand Framework

The StoryBrand Framework by Donald Miller is a messaging framework that leverages the power of storytelling to help businesses clarify their message and communicate more effectively with their customers.

In today's crowded marketplace, it's more important than ever for businesses to have a clear and compelling message that resonates with their customers.

The StoryBrand Framework is a messaging framework that helps businesses clarify their message and communicate more effectively with their customers.

The framework is based on the hero's journey narrative structure, a classic storytelling technique for thousands of years.

The framework consists of seven key elements: the hero, the problem, the guide, the plan, the call to action, the success, and the transformation.

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The Seven Key Elements

Let's take a closer look at each of these elements and how they can be used to create a compelling message for your business.

1. The Hero:

The hero is the customer or client. They are the main character in the story, and the story revolves around them.

To create a compelling message, you must understand your customer's pain points, desires, and motivations.

Ask yourself

  1. Who is your target audience, and what are their goals, aspirations, and challenges? Understanding your target audience is crucial for creating the hero in your brand story. Dive deep into their demographics, psychographics, and behaviours to gain insights into their goals, dreams, and obstacles. This knowledge will help you tailor your brand story to resonate with their experiences and desires.
  2. How does your product or service fulfill the needs and aspirations of your target audience? Identify the specific ways your offering addresses your target audience's pain points and aspirations. Determine how your brand can provide value, solve their problems, and help them achieve their desired outcomes. This understanding will position your brand as the guide and ally that empowers them to overcome challenges and succeed.
  3. What unique qualities or values does your target audience possess? Uncover the distinctive attributes, deals, and motivations of your target audience. Determine what makes them unique and what resonates with their identity. By aligning your brand story with these qualities, you can create a deep emotional connection and inspire them to see themselves as the hero in their journey.

2. The Problem:

The hero has a problem that needs to be solved. This problem is what drives the story forward and creates tension.

To create a compelling message, you need to identify the problem that your customer is facing and communicate it in a way that resonates with them.

Ask Yourself

  1. What are the pressing issues or obstacles your customers face? Identify the specific problems your target audience encounters with your product or service. Understand their frustrations, limitations, and unmet needs. This will allow you to address their challenges effectively in your brand story.
  2. How does the problem affect your customers' lives? Go beyond surface-level issues and explore the more profound impact on your customers. Consider the emotional, financial, or social consequences they experience due to the unresolved issue. Understanding the significance of the problem will help you create a more compelling and relatable narrative.
  3. What is the gap between your customers and where they want to be? Gain insight into your customers' aspirations and desires. Identify their goals, dreams, and the ideal outcomes they seek. By understanding the gap between their current situation and their desired future, you can position your brand as the solution that bridges that divide.

3. The Guide:

The guide is the business or brand. The one who has the knowledge and expertise to help the hero solve their problem.

To create a compelling message, you need to position your business as the guide that can help your customer solve their problems.

Ask Yourself

  1. What expertise or knowledge can you offer? Identify the unique skills, insights, or experiences that make you the expert in your field. Determine how you can use your expertise to guide and support your customers on their journey.
  2. How can you provide clarity and direction? Consider how you can simplify complex concepts or processes for your customers. Find ways to offer clear, actionable steps that lead them toward their goals. Position yourself as the trusted guide who can navigate them through any challenges they may encounter.
  3. How can you establish trust and credibility? Reflect on the elements that build trust with your audience. Showcase your credentials, testimonials, case studies, or other evidence demonstrating your reliability and success. Aim to establish yourself as the go-to resource, the trusted guide that customers can rely on.

4. The Plan:

The guide gives the hero a plan to solve their problem. This plan is a roadmap that the hero can follow to achieve their goal.

To create a compelling message, you must provide your customers with a clear and actionable plan they can follow to solve their problems.

Ask Yourself

  1. What is your step-by-step process for achieving results? Define a clear and structured plan that outlines the specific actions and milestones necessary for your customers to achieve their desired outcomes. Break down the journey into manageable steps that provide a roadmap for success.
  2. How can you simplify and streamline the path for your customers? Consider ways to eliminate complexity and confusion in your customers' journey. Simplify your processes, communicate clearly, and provide easy-to-follow instructions. Design a plan that removes barriers and makes it effortless for customers to progress toward their goals.
  3. How can you address potential challenges and objections proactively? Anticipate and address potential roadblocks or concerns your customers may encounter. Incorporate strategies to overcome obstacles, provide alternative solutions, and reassure customers that you have considered potential setbacks. This will instill confidence and trust in your plan.

5. The Call to Action:

The call to action is the point in the story where the hero decides to take action and implement the plan.

You must give your customers a clear and persuasive call to action to create a compelling message.

Ask Yourself:

  1. What specific action do you want your customers to take? Clearly define the desired action you want your customers to take, whether it's making a purchase, subscribing to a newsletter, scheduling a consultation, or engaging with your content. Be specific and direct in your call to action.
  2. How can you create a sense of urgency or excitement? Consider ways to motivate and compel your customers to take immediate action. Use precise language, limited-time offers, exclusive incentives, or scarcity tactics to create a sense of urgency or excitement around your call to action.
  3. How can you make the call to action easy and accessible? Ensure that the steps to fulfill the call to action are simple. Remove any unnecessary barriers or complexities. Provide clear instructions, user-friendly interfaces, and seamless processes to make it easy for customers to complete the desired action.

6. The Success:

Success is the result of the hero's actions. It is the happy ending that the hero achieves as a result of following the plan.

To create a compelling message, you must show your customers the positive outcomes they can achieve using your products or services.

Ask Yourself:

  1. What transformations or results can your customers expect? Identify the specific positive changes or outcomes that your customers can achieve through your product or service. Consider how your offering can address their pain points, fulfill their needs, and help them achieve their goals.
  2. How can you showcase real-life success stories? Collect and share testimonials, case studies, or success stories from satisfied customers who have experienced the desired results. Highlight their achievements, the challenges they overcame, and the specific ways your brand contributed to their success.
  3. How can you demonstrate tangible evidence of success? Provide quantifiable data, metrics, or statistics that illustrate the impact and effectiveness of your offering. Whether it's increased revenue, improved efficiency, or positive customer feedback, use tangible evidence to validate the success your customers can attain.

7. The Transformation:

The transformation is the final stage in the story. It is where the hero has overcome their problem and is transformed due to their journey.

To create a compelling message, you need to show your customers how they will be transformed by using your products or services.

Ask Yourself:

  1. What is the desired end-state or vision for your customers? Envision the ideal outcome or transformation your customers can experience through your product or service. Define the positive changes, growth, or personal development they can achieve. Paint a vivid picture of the transformed state they can reach.
  2. How can you connect emotionally with your customers' aspirations? Understand the deep desires, dreams, and emotional needs of your customers. Align your brand story with their ambitions and tap into the emotions associated with the transformation they seek. Create a compelling connection that resonates on an emotional level.
  3. How can you illustrate the journey from the before to the after? Craft a narrative that outlines the journey your customers will undergo, highlighting the challenges they face initially and the steps they take to achieve transformation. Show how your product or service acts as a catalyst, enabling them to progress towards their desired state.

Ten StoryBrand examples [download]

Unlock this treasure trove of inspiration that unveils 10 captivating brand case studies of story brands.

Immerse yourself in real-life success stories, uncovering the secret strategies that transformed these brands into powerhouses of engagement and achievement.

Download the link and embark on a transformative storytelling journey today.

From their challenges to creative solutions, these valuable insights will empower you to elevate your own brand's storytelling to unprecedented levels. Discover the keys to forging authentic connections with your audience and revolutionize your brand's narrative. Don't miss out on this priceless resource that holds the potential to reshape your brand's destiny.


Using the StoryBrand Framework, businesses can create a compelling message that engages customers and inspires them to act. The framework helps brands to clarify their message and communicate.

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