StoryBrand BrandScript Examples: How to Ignite Your Marketing Efforts

If you’ve landed on this blog, you’ve probably at least heard of the StoryBrand BrandScript. According to StoryBrand methodology, you want to make the customer the hero of your story while creating messaging that engages customers and sells. Here’s how to ignite your digital content marketing efforts with StoryBrand and a few StoryBrand BrandScript examples to inspire you. 

Why BrandScript Imitators Don’t Provide Results

No one likes to feel like someone is just trying to sell them something.

Have you ever come across an ad that positions a company, good or service as the “hero” of the story, saving the day? More often than not, that strategy comes across as out of touch and doesn’t resonate with the consumer. 

Businesses should focus their marketing efforts on what they do well instead of how great they are. Messaging should position the business as a helpful guide, assisting customers and clients to solve their problems, while not only selling themselves.

Oftentimes, companies set out to communicate with potential clients by asking themselves these questions:

1. What do we do?
2. How do we prove we’re the best at it?

Once they’ve answered these simple questions and written content, their messaging sounds like they’re trying to prove their value instead of helping people solve problems. 

Consider this: If you go to a site where most of the content focuses on the company and how great it is rather than the product/service being provided, you won’t be able to tell whether the company offers good products or service, right? And does this company even understand your pain points or challenges? 

By not following StoryBrand and developing a BrandScript, the message you are trying to send your target audience could be lost in translation.

Enter the StoryBrand Framework: How to Clarify Your Messaging

With this framework, you can communicate value, reach and identify with your target audience, and increase sales. 

Donald Miller, author of Building A StoryBrand, notes, “If you confuse, you lose.”

It is important that as a business owner, you are clear with your target customers about what problem you solve for them. Your messaging must be coherent, uniform and compelling across all of your marketing collateral.

The StoryBrand framework helps companies clarify their messaging by using the seven elements of story and by placing ideal customers at the center of a hero’s journey.

You’ve already experienced these classic story elements in just about every movie you’ve seen or book you’ve read. The seven hero’s journey elements include: 

1. A character
2. Who has a problem
3. And meets a guide
4. Who gives them a plan
5. And calls them to action
6. That can result in success
7. And helps them avoid failure.

Why Does the StoryBrand Framework Work?

According to Miller, the primary function of the human brain is to ensure survival and not burn extra calories thinking too hard about something. In a great story, the hero is always in the pursuit of survival.

When your targeted and ideal customers visit your website and can’t easily figure out how you can help them “survive” (or at least solve their current problem) they won’t stay long. If you confuse a website visitor, they’ll leave your site in seconds. Our brains are designed to forget and move on for our survival.

This is why the “we have the best product” approach isn’t always successful. Instead, using the clearest marketing message and the most relatable story helps you to get leads and grow. When you cast your customer as the hero in their own story, everybody wins.

StoryBrand BrandScript Examples: Putting It All Together

A first step to determining your messaging is to go through a StoryBrand workshop with a certified guide. From there, you should be able to condense the insights gleaned in the workshop into a condensed “BrandScript.” 

Here’s an example of a BrandScript from a therapy business.

1. A character: A person who thinks, “I want to manage my thoughts and emotions.”
2. With a problem (internal, external and philosophical): Life brings many new challenges and it can feel overwhelming. Everyone deserves to have support as they go through life’s highs and lows.
3. Meets a guide (who demonstrates empathy and authority): We understand life is filled with challenges and for the past six years, we’ve helped thousands of people gain clarity about what they want in life.
4. Who gives them a plan (three simple steps): Schedule a call, we explore your story and you gain clarity.
5. And calls them to action: Schedule a call.
6. That ends in success: A trained and licensed support person gives you guidance on how to navigate change as well as educational resources. 
7. And helps them avoid failure: Don’t get stuck with continued frustration, increased anxiety and few coping skills.

Here’s another StoryBrand BrandScript example, but this time one that could be used in marketing a medical spa.

1. A character: Person who thinks, “I want to feel more beautiful and love the way I look.”
2. With a problem (internal, external and philosophical): My age is beginning to show. I feel insecure about it. Everyone should feel beautiful, no matter their age.
3. Meets a guide (who demonstrates empathy and authority): We understand the beauty pressures of living in L.A. and competing with younger people for jobs and relationships. For the past 10 years, we’ve helped thousands of people love the way they look so they light up any room they walk into.
4. Who gives them a plan (three simple steps): Schedule an appointment, choose your treatment plan and love your results.
5. And calls them to action: Schedule an appointment.
6. That ends in success: Dating and love life become more accessible. You find the love of your life, increase happiness and have the confidence to apply for that job, ask for that raise and build the life you love.
7. And helps them avoid failure: Continuing to do things that don’t work or falling behind younger people when personal or professional opportunities arise. 

Here’s one more of our StoryBrand BrandScript examples; this one that would help a real estate investing and business coach market their services.

1. A character: Person who thinks, “I want a better strategy to grow my business.”
2. With a problem (internal, external and philosophical): I’m not sure what to do next and I feel like I’m stuck. Every real estate investor deserves to have a business plan that works.
3. Meets a guide (who demonstrates empathy and authority): We understand what it’s like to wonder if you made the right decision. For the past 20 years, we’ve helped hundreds of people grow their real estate businesses and manage their teams better.
4. Who gives them a plan (three simple steps): Reach out to us, get clear direction and grow your business.
5. And calls them to action: Schedule a call.
6. That ends in success: Have a balanced and healthy work-life, feel smart, have routines that work, gain the flexibility to travel and the freedom to work from anywhere, manage the team better and improve your business growth. 
7. And helps them avoid failure: Don’t be left behind with continued procrastination and guilt about not moving forward. Stop unconsciously beating yourself up emotionally and continue complaining about the same ongoing problems.

Next Steps

The StoryBrand BrandScript framework makes the customer the hero of your story, eliminating marketing message confusion once and for all. Distilling your thoughts into a BrandScript gives you a headstart on crafting content for your website, blog, video scripts, social media and more. 

If you’re looking for help to further align your marketing messages the StoryBrand way, hire a certified StoryBrand Guide to help you simplify your marketing message and sell more services.

At BigOrange Marketing, our team helps dozens of companies win millions of dollars in business while delivering what others just promise. We provide websites and complete outsourced digital marketing plans to help you get found, get results and get your time back. Schedule a non-salesy call with our marketing strategists for a better way to get leads and start growing your business today.