#68 Explaining The StoryBrand Framework with Carmen Allan-Petale

This week, I deep dive into one of my favourite ways of telling brand stories - using Donald Miller's StoryBrand Framework.

The StoryBrand process is about creating clarity in messaging so that customers understand the value of what businesses offer, which ultimately leads to higher engagement and sales. 

In the podcast, I summarise it for you, so you don't have to read it!

Put simply, this is what's involved:

1. A Character: The character is your customer, not your brand. They should have a want or a need, which provides the motivation for the story.
2. Has a Problem: Identify the problem that the customer is trying to solve. This problem is the villain in their story.
3. And Meets a Guide: The guide is your brand. You should position your brand as the guide who has been there before and can help the hero overcome the challenges.
4. Who Gives Them a Plan: The plan you provide is your product or service, which should offer clear steps to solve the customer's problem.
5. Calls Them to Action: This is your compelling call to action, which should motivate the customer to engage with your plan.
6. That Helps Them Avoid Failure: Highlight what the customer stands to lose if they don't engage with your brand or product. This is the tragic ending you're helping them avoid.
7. And Ends in a Success: Define what success looks like for your customers. This is the happy ending they can achieve with your guidance.

Curious? Listen to my podcast to learn more!
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