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How Businesses Can Use StoryBrand to Clarify Your Messaging


The ways of the world are constantly changing, adapting, and altering how a brand is perceived. So you may wonder how a business can stay ahead of the times and remain top of mind with its consumers. 

The solution is simple: StoryBrand.

This game-changing approach has been taking the marketing world by storm since 2017 and providing leaders the foundation they need in order to differentiate their business from their competition.

What is StoryBrand? 

StoryBrand is a framework using the principles of a story to give a customer insight into a company. In layman’s terms, it clarifies what your company does and why. This method has become increasingly popular because it allows a business to clarify and simplify its message and create a powerful and intentional brand. 

Developed by best-selling author and CEO Donald Miller, Building a StoryBrand provides a detailed explanation regarding the importance of building a StoryBrand. It also shares how you must structure your message around the concept of the hero’s journey—where the customer is the hero, not the business. 

“When we position our customer as the hero and ourselves as their guide, we will be recognized as a sought-after character to help them along their journey,” says Miller. “In other words, your audience is Luke Skywalker. You get to be Yoda. It’s a small but powerful shift. This honors the journey and struggles of our audience, and it allows us to provide the product or service they need to succeed.”

You may have heard it a time or two before but, good messaging makes all of the difference. If you confuse, you lose. 

The most effective way to eliminate the possibility of confusing your audience is intentionality. This creates a consistent look and feel across all channels, and grows your business as a result. 

What are examples of StoryBrand messaging that have proven successful? 

Many local companies have started to use this approach. One brand in particular that provides an excellent example of utilizing the StoryBrand approach is Brush Busters. Using the hero’s journey, they have one singular message across all of their marketing materials: “how much of your mortgage is going towards unused land?”

This messaging gives their audience the perspective that if you work with them to clear your bushes, you can maximize the money you are spending on your mortgage. While this may seem like a small shift in verbiage, it brings so much value to what they do. 

Positioning is everything. 

Another national example is Fidelity Bank with the messaging “Helping you get where you want to be”. The open-ended question, “Where do you want to be?” allows their customer to identify where they want Fidelity to take them. 

Every customer will be able to provide you an answer, which means your brand will grow along with your customer’s desires. 

What tools should you utilize for StoryBrand Marketing? 

There are quite a few tools available to help you implement this method, and we have taken the liberty of putting them all in one place for you. 

Building a StoryBrand 

Don Miller’s best-selling novel is an excellent place to start. This book is jam-packed with information and an in-depth explanation of not only the process but the history behind it too. 

As Miller based this concept on what his agency actively put into place, he provides detailed examples and an understanding of how you can use this strategy to connect on a deeper level with your audience. 

My Story Brand

This website also provides multiple free tools to walk you through developing a script, similar to the services that GreenMellen offers. 

If you explore the website, you will find opportunities to attend various keynote speaking events as well as have access to blog posts and templates to assist in the process of establishing your brand’s story. 

A Marketing Agency 

There are many opportunities for an individual to be certified in StoryBrand marketing, however, this can be expensive based on the program you proceed with. The good news is that there are many agencies already experienced in messaging and can assist in making your business as impactful as it is intentional. 

For example, at GreenMellen, messaging strategy is an area of focus. We can help your business dig deep into who your audience is, understand their problems, and what the solutions you can provide them. 

What are some of the steps for implementing the StoryBrand approach? 

These steps will vary based on you and your business, but here are some suggestions to get you started on a StoryBrand messaging strategy. 

1. Start with a strategy

Start by laying the foundation. Despite the fact this is not easy and requires time and thought, this will ultimately give you the confidence to know where things are headed and that in itself will provide that necessary brand consistency. 

You can ensure you are capturing the message in each piece of your content by using intentionality—this will help you to maintain the same voice throughout. You should also use that messaging strategy as a filter—are we still speaking to the right audience? Is it pulling from the problem the client has? Is it highlighting the solution? 

By using that underlying thought process as a guide or compass, this will ensure the message and design are completely aligned. Consistency is key. 

2. Update your website

After you’ve developed an internal plan, the next step will be to update your website—specifically headlines, copy, and landing pages. 

Review all of your marketing content. Make changes to your email newsletters that mirror messaging alongside your social shift. When making a change like this, ensure to unveil the updates in all marketing channels. 

Consistency and clarity are key—make sure you are sending the same message everywhere! Messaging is often overlooked but it should be the core leader for decision making. 

3. Track your success

Once all of the above steps are in place, the final thing your team will need to do is monitor your campaign success. How you execute this will vary based on the platforms you are using. 

Nonetheless, some KPIs you will likely monitor are website traffic, social engagement, newsletter sign-ups, and most importantly, new leads. When done right, a solid messaging plan should contribute to growing your business.

What is the best time to implement this method? 

The earlier, the better! If you are just getting started and can build your marketing plan with StoryBrand as your foundation, you are off to an excellent start. 

However, this method is dependent on your campaigns rather than the business as a whole. So, it is never too late to reevaluate! With this being the case, you can slowly implement storytelling into campaigns and marketing materials. 

The opportunities are endless. What story will you tell? 

Do you have more questions or think you are ready to take the next step and develop your company’s StoryBrand approach? Contact GreenMellen today

About the Author

Amanda Dewrell

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