Shot #75: Building a STORY BRAND

The 7 Element Framework

Mar 14, 2023

Hello awesome people 👋,
This is Luv and here’s your weekly Marketing Shot :)

(Delivered every Tuesday)

In today’s shot, I wanted to share the Story Brand Framework which is taken from one of my favourite books- Building a Story Brand by Donald Miller.

The Story Brand Framework is a simple yet powerful way to create a clear and compelling message that resonates with your target audience.

The framework consists of 7 key elements, which are:

A Character (your customer)
Has a Problem (they need to solve)
And Meets a Guide (your business)
Who Gives Them a Plan (your solutions)
And Calls Them to Action (to start the buying process)
That Ends in Success
And Helps Them Avoid Failure (what would happen if they don't buy)

The idea is to include all the 7 elements in your marketing copy to make it resonate with your target audience.

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Let me give you an example to explain how the Story Brand framework works.

Let's say you run a fitness business that specialises in weight loss.

Using the StoryBrand framework, you might position your brand as the guide that can help your customers achieve their fitness goals.

Here's how you could apply the 7 elements:

Character: Your customer is the hero of the story and their pain points might include feeling overweight, unfit and lacking in confidence.
Problem: The hero needs to overcome their physical and mental obstacles to get in shape.
Guide: Your brand is the fitness expert that can help the hero overcome their challenges and achieve their goals. You could position yourself as a personal trainer with years of experience and a proven track record of success.
Plan: You need to provide a clear and actionable plan that the hero can follow to achieve their fitness goals. This might involve creating a customised workout plan and providing nutritional advice.
Call to action: You need to give the hero a specific and compelling call to action that motivates them to take action. This might involve offering a free consultation or trial session.
Success: You should show the hero what their life could look like if they follow your plan and achieve their fitness goals. This might involve sharing before-and-after photos of your clients along with testimonials and success stories.
Avoid Failure: Show the customer what they will miss out if they don’t work on their fitness ( unfit body, lacking in confidence, etc.)

The idea is that people don't buy products or services, they buy solutions to their problems. Therefore, your job as a marketer or startup founder is to position your brand as the guide that can help your customers overcome their challenges and achieve their goals.

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