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Building a StoryBrand Summary
About Building a StoryBrand Book
More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times best-selling author and marketing expert Donald Miller. And they are making millions.
If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue.
In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares the proven system he has created to help you engage and truly influence customers.
The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more.
In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses.
His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you:
- The seven universal story points all humans respond to;
- The real reason customers make purchases;
- How to simplify a brand message so people understand it; and
- How to create the most effective messaging for websites, brochures, and social media.
Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.
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Your customer should be the hero of the story, not your brand. This is the secret every phenomenally successful business understands.
Being Seen, Heard and Understood
The more simple and predictable the communication, the easier it is for the brain to digest. A story helps because it is a sense-making mechanism.
Essentially, story formulas put everything in order so the brain doesn’t have to work to understand what’s going on.
- The first mistake brands make is they fail to focus on the aspects of their offer that will help people survive and thrive.
- The second mistake brands make is they cause their customers to burn too many calories in an effort to understand their offer.
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Clutter And Confusion Vs Clarity
The key is to make your company’s message about something that helps the customer survive and to do so in such a way that they can understand it without burning too many calories.
What we often call marketing is really just clutter and confusion sprayed all over our websites, e-mails, and commercials. And it’s costing us millions.
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The Secret Weapon: The Hero's Story
Here is nearly every story you see or hear in a nutshell: A CHARACTER who wants something encounters a PROBLEM before they can get it. At the peak of their despair, a GUIDE steps into their lives, gives them a PLAN and CALLS THEM TO ACTION. That action helps them avoid FAILURE and ends in a SUCCESS.
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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.
If you confuse, you'll lose.
DONALD MILLER
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The 7 Story Structure Elements
Brand stories should follow 7 classic storytelling elements:
- The customer as the Hero,
- Your brand as the guide,
- An external villain (the problem),
- The hero's plan to defeat the villain,
- Allies who support the hero,
- A crisis moment where the plan is threatened, and
- The eventual transformation and success due to your brand's solution.
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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.
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Building a StoryBrand is about making your customer the hero of a story.
Key Takeaways From The Book
- The customer is the hero, not your brand.
- Companies tend to sell solutions to external problems, but customers buy solutions to internal problems.
- Customers aren’t looking for another hero; they’re looking for a guide.
- Customers trust a guide who has a plan.
- Customers do not take action unless they are challenged to take action.
- Every human being is trying to avoid a tragic ending.
- Never assume people understand how your brand can change their lives. Tell them.
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The Key to Being Seen, Heard, and Understood
If we haven’t clarified our message, our customers won’t listen.
The more simple and predictable the communication, the easier it is for the brain to digest.
There are two critical mistakes brands make when talking about their products and services:
- They fail to focus on the aspects of their offer that will help people survive and thrive; and
- They cause their customers to burn too many calories in an effort to understand their offer.
Make your company’s message about something that helps the customer survive and do so in such a way that they can understand it without burning too many calories.
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The Secret Weapon That Will Grow Your Business: The Hero's Story
A CHARACTER who wants something encounters a PROBLEM before they can get it. At the peak of their despair, a GUIDE steps into their lives, gives them a PLAN, and CALLS THEM TO ACTION. That action helps them avoid FAILURE and ends in a SUCCESS.
We always know:
- What does the hero want?
- Who or what is opposing the hero getting what she wants?
- What will the hero’s life look like if she does (or does not) get what she wants?
Potential customers must be able to answer the following:
- What do you offer?
- How will it make my life better?
- What do I need to do to buy it?
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8 steps to build a inspiring brand!
1. Customers don`t care about your story, they care about theirs! Your brand must be about them!
2. Find out what your customers want. (i.e. Nike - They want to be great athletes)
3. Who is their enemy? What are their problems (external, internal, philosophical)?
4. They need a guide to overcome those problems. This should be your brand.
5. This guide must give them a plan... (What do they have to do to overcome their problems?)
6. and call them to action (direct or transitional)
7. The action help them aviod failure (i.e. not loosing to competition)
8. Or lead to success (i.e. new clients)
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