In traditional marketing, companies often talk about themselves. In StoryBrand, the spotlight shifts: the customer is the main character, facing obstacles and seeking a solution.

Why It Matters

People care about their own story. By acknowledging that your customer is the hero, you show empathy and understanding, fostering a deeper connection.

Practical Example

• Old Way: “We are the industry leader with 50 years of experience.”
• StoryBrand Way: “You have a challenge, and we’re here to guide you with proven experience so you can succeed.”

How to Apply

• Review your website copy: Is it all about you, or does it speak to the customer’s goals and frustrations?
• Use the word “you” more often than “we” or “our company.”

Key Takeaway

Reframe your messaging: let customers see themselves as the star. This shift fosters stronger engagement and trust.

Every hero faces a specific conflict. StoryBrand emphasizes pinpointing that conflict—whether it’s saving time, reducing stress, or feeling more confident.

Why It Matters

If customers don’t see a clear problem, they’re less likely to take action. By naming the problem, you help them feel understood—and ready to fix it.

Practical Example

• Vague Problem: “Our tool might help you manage tasks.”
• Specific Problem: “Are you overwhelmed by endless to-do lists? Our tool keeps you organized, so you reclaim hours each week.”

How to Apply

• Ask your customers about their top challenges—use that language in your marketing.
• Aim for an emotional hook: does your product/service relieve pain or fulfill a strong desire?

Key Takeaway

Zero in on the real struggle your customers face. Clarity on the problem creates urgency for the solution.

After identifying the problem, the next step is giving your hero a roadmap—an easy-to-follow plan or framework that shows them how you’ll guide them to victory.

Why It Matters

Customers need confidence in your solution. A step-by-step plan reassures them that success is achievable and not complicated.

Practical Example

• 3-Step Process:
  1. Schedule a consultation
  2. Customize your plan
  3. Experience the transformation
  By outlining clear steps, the customer sees an immediate path forward.

How to Apply

• Simplify your approach to 3-5 clear steps—avoid overwhelming people with too many details.
• Use visuals or bullet points to communicate your plan on your website or brochures.

Key Takeaway

A simple plan removes confusion and lets customers see exactly how you’ll help them solve their problem.

Once you’ve laid out the plan, it’s crucial to invite the hero to act. Without a clear invitation, many potential customers never take the next step.

Why It Matters

People often need a nudge. A direct call to action (CTA) shows them you’re ready to help—right now.

Practical Example

• Weak CTA: “Learn more if you want.”
• Strong CTA: “Book a free consultation today!” or “Start Your Free Trial Now!”

How to Apply

• Use action-oriented language: “Call Now,” “Subscribe,” “Sign Up.”
• Place CTAs prominently on your site: top right of the navigation, end of each page section, etc.

Key Takeaway

Make it easy and obvious for customers to say “yes.” A clear, compelling CTA is one of the most powerful tools in your marketing.

The final element of the StoryBrand framework is showing customers what life looks like when they follow your plan—and what they risk if they don’t.

Why It Matters

Humans are motivated by two things: the promise of gain and the fear of loss. Demonstrating both outcomes spurs action.

Practical Example

• Positive Resolution: “Imagine finally having more time for your family thanks to our automation tool.”
• Risk of Inaction: “Continue juggling tasks on your own, and risk burnout or missed deadlines.”

How to Apply

• Use testimonials or case studies: They show real customers achieving success.
• Highlight missed opportunities or frustrations if they delay action.

Key Takeaway

Paint a vivid contrast between the customer’s life with and without your solution. This emotional hook often seals the deal.

Donald Miller also suggests summarizing your brand story in seven steps:

1. The Character (Your Customer)
2. Has a Problem
3. And Meets a Guide (Your Brand)
4. Who Gives Them a Plan
5. And Calls Them to Action
6. That Helps Them Avoid Failure
7. And Ends in Success

Why It’s Powerful

These steps capture the essence of any good story—and people are wired to respond to narrative. It’s both simple to remember and highly effective in practice.

Example in Action

Imagine you run a fitness coaching service:

• Character: Busy professional who wants to get in shape.
• Problem: Lack of time and overwhelming workout options.
• Meets a Guide: You, the fitness coach.
• Plan: Customized 20-minute daily routines.
• Call to Action: Sign up for a free consultation.
• Avoid Failure: Continuing bad habits, possible health issues.
• Success: More energy, confidence, and healthy lifestyle.

Key Takeaway

Build your brand story in these seven steps. It quickly shows customers that you understand them, have a plan, and can help them succeed.