Will They Listen to Your Story?

Do you know what your brand's story is? Many of us don't. We're so focused on our products and services that we forget how we talk about them. But here's a game-changer: your brand script. It's not just about what you sell, but the problems you solve.

Think of your brand as a movie. What story would your customers want to see? Donald Miller's book, Building a StoryBrand, teaches us to craft a brand story in 7 simple steps, making our customers the heroes and our brands the guides. Here's how it goes:

  1. Identify what your customers aspire to be.
  2. Figure out what they truly desire.
  3. Highlight the obstacles they're facing.
  4. Show them you're the guide they've been looking for.
  5. Offer them a plan that solves their problem (this is where your product or service fits in).
  6. Encourage them to take action.
  7. Paint a brighter picture of the future with their problem solved.

By centring your brand story around your customers, you make them feel like the main character. You're not just selling them something; you're solving their problems. This approach shifts the focus from what your product does to how it makes their lives better.

This isn't about boasting product features or processes. It's about understanding your customers' struggles and providing solutions—making it easier for customers to see why they need you.

Look at your website. Can visitors immediately understand what you offer and if it can solve their problem? If it's hard to find, they'll likely go elsewhere. Keep it clear, and they'll stay.

So, are you ready to flip the script? How might seeing your customers as heroes reshape your brand's story—and its impact?

Tanner Garniss-Marsh takes the guesswork out of branding, helping leaders grow their business with branding they and their customers love.


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