How to Create & Implement BrandScript (StoryBrand)

hello and welcome to today's lesson where we're looking at how you can create your own story brand now in a crowded Marketplace most businesses are being ignored and story brand says that this is because they aren't communicating clearly this lack of clarity means not only do your customers not know what you do and what you stand for but that your salespeople don't know how to differentiate your products in the marketplace now the story brand seven-part framework which is based on the principles of Storytelling aims to fix this problem once you've implemented the story brand framework

you'll be seen heard and understood in the marketplace it was created by Donald Miller an author public speaker and business owner so let's look at the big picture in this image you can see a story brand template consisting of seven elements and an identity transformation the thing to remember as we go through this is if you confuse you lose okay so keeping that in mind let's quickly walk through each of the Seven Elements so first we have a character now in story brand Your Story begins when the hero your character wants something your customer is

the hero not you or your brand now that character has a problem so a story starts to get interesting when the hero encounters a problem in story brand by defining your customer's problem clearly you cause them to move towards you now next they meet a guide who understands them now in a typical Story the hero can't just go and sort out their own problem otherwise they'd never have gotten into their predicament in the first place they're looking for a guide to help them now the guide gives them a plan and the plan makes it easy

for customers to see how to work with you by showing them the baby steps they can take to work with you next they're called to action customers need to be called to action if you don't make it Crystal Clear what you want them to do they just won't take action and step six is that this plan helps them avoid failure so you must Define and articulate what your customer could lose if they don't take action and obviously taking action is engaging with your business in some way and finally the seven steps end with success you

need to clearly Define what your customer's life will look like if they engage with your brand now these seven steps are the same ones used in countless stories and movies so for example in Star Wars we have Luke here now Luke needs to defeat the Empire by becoming a Jedi but how does he do that well fortunately he meets a couple of guides he meets obiwan and Yoda and they present him with a plan which is the steps he needs to take to become a Jedi so he can go and defeat the Empire the the

outcome of all that is if he fails the Rebellion is destroyed and his friends die but if he wins then the Empire is defeated and the Rebellion avoids defeat in this section I'm going to show you how to create your own brand script we're going to go through those seven steps again but this time I'll help you understand what you should write to create your own but before we begin remember that stories are at their best when they're really simple so for this reason avoid adding too much information to your brain transcript as we run

through this section don't worry if it seems a little abstract it'll become much clearer when we bring it to life with an example so in the first step we have a character here you write down what your customer wants now limit yourself to just writing one thing so yeah of course you might offer 200 products but remember you lose your reader if you try to talk about too many once so by articulating what the hero of your story wants you introduce a story question in your custom customer's mind can this brand really help me get

what I want too many businesses try to speak with too many audiences because they're afraid of missing out if you do this your message will become diluted so choose your best or your favorite customer and write everything directly to that one person now that you've entered into your customer Story how do you increase their interest in your brand you start talking about the problems that they encounter every day so in this section of brand script you write down the external internal and philosophical problems hindering your customer these are basically defined as follows the external problem

is a problem outside the control of your customer it's the problem they think they face the internal problem is how the external problem makes them feel and the philosophical problem is why it's fundamentally wrong that they're having to deal with this problem so we'll look at some examples of this soon now while it's fine to solve multiple problems for customers your marketing should focus on one main problem talking about too many problems creates confusion and it dilutes the power of your messaging now the next step is that your customer meets a guide and step three

is the first point in the brand script in which you talk about yourself you talk about your brand and there are two characteristics of a guide that they empathize with your customer situation and that they have the authority and the ability to help so here you simply write down how you can empathize with what your customer is feeling and you also write down your Authority so that is your testimonials Awards statistics Etc to show them that you can help now that guide gives them a plan so in this section you write down how easy it

is to do business with you story brand recommends you write this as a simple three-step process so for example this could be schedule a call then get a customized plan and then let's execute it together or it could be in a software context something like download our software try it for free and finally enjoy stress-free Financial reports now the next step is that that guide calls them to action so in this section you write your primary call to action and your transitional call to action so your primary call to action should be how you ask

for a sale so it could be as simple as buy now and but your transitional call to action works when your customer isn't quite ready to buy just yet they usually offer something for free so for example it could be download a case study or try our software for free now that plan should help them avoid failure so in this section you should articulate what failure will befall your customer if they don't choose to do business with you what are you helping your customers to avoid what are the stakes now it's important here to only

state one or two negative consequences you don't want to overdo it finally what success will befall them in Step seven so never assume that your potential customers understand how your brand can change their lives go and tell them and then the final piece of the brand script is identity transformation so write down the transformation your customers will have gone through once they've done business with you so here you're going to write down what their status their average day or how they're going to feel has changed after doing business with you what did they go from

and what have they become so let's look at an example by creating a story brand for a real World business in this case we're going to look at an orthodontist business so here's what the brand script for this business might look like now one thing to notice in this brand script as you look at it is that it doesn't show the different procedures offered by the orthodontist we keep communication really simple and focused on the transformation so let's walk through this example the character for this orthodontist is a parent and they want their child's teeth

to be put right now what problem does this parent have well the external problem is that their child's teeth need work but the internal problem is a bit deeper they want their child to have more confidence and opportunities but there's also a philosophical problem everyone deserves the best start in life so let's look at how our orthodontist introduces themselves as a guide well in terms of empathy they might say something like I know how heartbreaking it is when kids have to hide their smiles and in terms of authority they might have testimonials from previous clients

now that guide has to give them a plan so in our brand script for orthodontist that might be something like schedule an appointment get a customized plan and finally see your child's confidence grow but it's not enough obviously to just give them a plan we need to call them to action so how can we do that well our direct call to action could be simply to schedule an appointment and our transitional call to action could could be to download some more detailed testimonials now this plan and these call to actions are going to help them

avoid failure that's kind of tragic results but if they engage your business they could achieve this success they could be more confident have more Connections in life and more opportunities in life too summarizing all of this in terms of identity transformation then the child could go from unconfident to confident and happy now one thing to notice here here is that you're not talking about all the different procedures the orthodontist offers or the prices of those procedures we're keeping our communication simple and just focused on transformation now actually I created this brand script based on a

real business so let's take a quick look at the website for this business called Starks smiles.com and see how it reflects this example brandscript okay so how does this website reflect the brand script we've created well the head line is written in a very character driven fashion you'll see that the direct call to action is above the fold uh you'll see that the images used to show a successful outcome they also show how the orthodontist's office is a friendly place which helps alleviate some of the fear of visiting an orthodontist and the benefits of more

confidence more connections and more opportunities are called out and clearly highlighted now as we scroll down you can see that empathy is clearly shown here and then as we scroll down you can see here are the three steps you need to proceed again followed by a call to action and then as we go down a little bit further Authority is displayed through testimonials and finally the transformation is described at the bottom of the page with a final call to action now ultimately this website is a clear communication of this business's brand script and just again

finally to repeat this remember that on this page there's no sign of prices or procedures so we've just looked at an example of how to apply a brand script to a website and that should give you a little bit of help to to apply it to your own website but story brand brand script isn't just useful for positioning your website you can use it in all of your marketing materials so I'm going to run through some checklists you need to help you apply brand script to all aspects of your marketing but I don't intend to

go through these in detail or read them out loud instead I'm just going to show you them quickly so that if you'd like to study them just simply pause the video until you have the information you need so first we're going to start with the checklist for a website the next one is a simple checklist for any email campaigns you'd like to run next we have a checklist for things you might like to consider in your place of business here's a checklist you can use for for any speeches or Keynotes you're giving this checklist can

be used in any videos you're putting together to promote your business this checklist can be used to ensure your team is familiar with brand script here's a checklist for things to consider in terms of your product packaging so what's our take on brand script well you can think of a brand script as a recipe for Clear communication with potential customers to get the most out of brand script ensure that you take the time to create a very focused and clear brand script and ensure that it's embedded within all of your marketing materials and your staff

training now all in all using and implementing a story brand provides clear and easy steps to communicate with your customers in a straightforward yet profound way and I hope you've seen that through the example we've looked at and that makes it more likely for you to stand out in the marketplace and for your customers to want to do business with you you so that's it for this lesson really hope you enjoyed it and I look forward to speaking to you again soon