Building a StoryBrand - Deepstash

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If you confuse, you'll lose.



498 reads

The 7 Story Structure Elements

The 7 Story Structure Elements

Brand stories should follow 7 classic storytelling elements:

  1. The customer as the Hero,
  2. Your brand as the guide,
  3. An external villain (the problem),
  4. The hero's plan to defeat the villain,
  5. Allies who support the hero,
  6. A crisis moment where the plan is threatened, and
  7. The eventual transformation and success due to your brand's solution.


369 reads

Positioning the Customer as the Hero

Positioning the Customer as the Hero

  • Rather than talking about your brand, position the customer as the central Hero of your story.
  • Show how you can guide them to solve a problem and achieve the transformation they desire.
  • Let them see it as their own personal journey and arc, with them in the starring role.


291 reads

Clarifying the External Villain

Clarifying the External Villain

Identify a clear external Villain that your customer is battling against, such as frustration, inconvenience, lack of quality or high prices.

Present your brand as offering the solution to help the customer vanquish and overcome this obstacle. The villain shouldn't be your competitor.


254 reads

Illuminating the Inner Struggle

Illuminating the Inner Struggle

Even with an obvious external villain, recognize your customers have an internal anxiety or resistance to change as well.

Address their worries openly by illuminating this inner struggle in your story. Overcome objections.


233 reads

Presenting a Concrete Plan of Action

Presenting a Concrete Plan of Action

Lay out the specific plan of action for how your product or service will empower the customer Hero to defeat the villain. Don't be vague - provide clear, succinct steps they can take.

Show don't tell how you facilitate their success.


206 reads

Casting Your Brand as the Guide

Casting Your Brand as the Guide

Position your brand as the wise Guide who has walked the customer Hero's journey before. You have insider knowledge to help them overcome obstacles and achieve transformation.

Seek to build trust by being a mentor, not just a vendor.


199 reads

Leveraging the Power of Storytelling

Leveraging the Power of Storytelling

Leverage storytelling techniques like narrative arc, emotion and drama rather than just listing product features and benefits.

Stir their imagination through well-crafted stories.

Build connection and empathy through shared journeys.


192 reads

Simplifying Your Core Message

Simplifying Your Core Message

Clarify your core brand story and message above all else. Reject tangents and complexity even if they seem impressive. Simplify it down to be extremely clear, focused and concise.

If customers are confused, they cannot engage.


178 reads

The Call To Action

The Call To Action

There are two kinds of calls to action:

  1. Direct calls to action; and
  2. Transitional calls to action.

A direct call to action is something that leads to a sale, or at least is the first step down a path that leads to a sale.

Transitional calls to action, however, contain less risk and usually offer the customer something for free.


163 reads


People don’t want more information. They are up to their eyeballs in information. They want faith—faith in you, your goals, your success, in the story you tell.



203 reads



Education officer at museum


Everything can be a story! Even your brand! The book Building a Storybrand by Donald Miller provides a framework for crafting a compelling brand story that resonates with customers. It applies storytelling techniques to business messaging.

Curious about different takes? Check out our Building a StoryBrand Summary book page to explore multiple unique summaries written by Deepstash users.

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