StoryBrand Framework

StoryBrand Experts: Clarify Your Message with the SB7 Framework

Clarify your messaging to win more business.

What is the StoryBrand Framework?

The StoryBrand Framework, created by Donald Miller, is a strategic approach designed to simplify your business’s marketing message, making it clear and compelling.

By adopting this framework, you can eliminate confusion, engage with your customers more effectively, and drive business growth. This approach is inspired by the timeless structure of storytelling found in popular folktales, books, and movies like *Star Wars*, *Frozen*, and *The Hunger Games*.

The StoryBrand Framework

When you follow the StoryBrand Framework, you meet and ideally exceed your customer’s needs, fostering loyalty to your brand. If you don’t, it can lead to failure, which varies depending on the customer’s unmet needs. This framework has become popular and effective because it shifts the focus from business achievements to genuinely helping customers, making the customer the hero and the business the trusted guide. It’s a marketing strategy we swear by.

Who is Donald Miller?

Donald Miller is an acclaimed author and entrepreneur, best known for his work in marketing and storytelling. He is the founder and CEO of StoryBrand and Business Made Simple, organizations dedicated to helping businesses improve their messaging and achieve growth through clear communication.

What is the StoryBrand SB7 framework?

The StoryBrand SB7 framework is a seven-part messaging framework created by Donald Miller. It makes your customer the hero of the story and your business the guide who helps them win. The seven parts are a character, a problem, a guide, a plan, a call to action, success, and the failure you help them avoid.

Here’s what each part means in plain terms, with an example of a local Catholic school welcoming new families:

A Character (your customer) wants something. Start with what your customer wants, not what you sell. Example: Parents want a school where their child is known, challenged, and grows in faith.
Has a Problem. Name the problem that stands in their way, including how it makes them feel. Example: They’re worried about class sizes and unsure whether they can afford private school.
And Meets a Guide. That’s you. A good guide shows empathy (“we understand”) and authority (“we’ve helped people like you”). Example: “We’re parents too, and we’ve helped hundreds of families make this choice.”
Who Gives Them a Plan. Make the next steps simple, usually three. Example: Schedule a tour, meet our teachers, apply for tuition assistance.
And Calls Them to Action. Ask clearly. Use a direct call to action for people who are ready, and a softer one for people who aren’t yet. Example: “Schedule a Tour” (direct) and “Download Our Tuition Guide” (transitional).
That Helps Them Avoid Failure. Show, briefly and honestly, what’s at stake if they do nothing. Example: Missing the enrollment deadline, or a child who falls through the cracks.
And Ends in Success. Paint the picture of life after they say yes. Example: A confident, happy kid, and parents who feel at peace with their choice.

When all seven parts are clear, your website, emails, and ads all tell the same simple story, and customers know exactly how you help and what to do next. That’s what we build with our clients, starting with a BrandScript.

What is a StoryBrand BrandScript?

Much like a movie script guides actors, a BrandScript guides your marketing efforts by laying out a detailed narrative specific to your business.

Character

The customer, who seeks something specific. What do they want?

Has a Problem

The problem has three layers:

External: The tangible issue.
Internal: The emotional response to the issue.
Philosophical: A deeper belief about the issue, often framed as “It’s just plain wrong that…” or “I deserve…

Meets a Guide

Your business steps in to help the customer through:

Empathy: “I understand…”.
Authority: “I have helped people just like you for over 10 years…”

Who Has a Plan

You provide a clear, actionable plan to solve their problem:

Process: Simplify the solution into a three-step process.
Agreement: An agreement that outlines what you promise your customer.

Call Them to Action

It’s essential to prompt your customer to act:

Direct: For ready-to-act customers: “Call today!”
Transitional: For interested but not ready customers: “Download 5 Ways We Can Help Save You Money”

Which Leads to Success

The customer will experience success and happiness after fulfilling their need through your business.

Avoid Failure

The customer will face failure and dissatisfaction if they do not solve their problem through your business.

Character Transformation

The transformation marks the difference between the customer’s initial state and their improved state after experiencing success, summarized in a “From… to” statement. This is crucial for effective marketing.

How to Use StoryBrand in Your Marketing

Clear messaging is the foundation of successful marketing. When your message is confusing, you lose potential customers. That’s why the StoryBrand Framework is vital. It clarifies who your business is, what it offers, and how it helps customers succeed.

Eliminate Confusion

Prospective customers are busy and have short attention spans. They won’t waste time deciphering unclear messages. In a competitive market, you must be immediately clear about how you can help them.

Connect with Customers

Show that you genuinely understand and care about your customers’ problems. Empathy is key to building a connection. Think about the businesses you love and recommend. What do they do to earn your loyalty? Do the same for your customers.

Grow Your Business

Everyone wants the best products and services. When customers feel confident that you can solve their problems effectively, they are more likely to choose your business. This trust is critical for converting prospects into loyal customers.

What is a StoryBrand Certified Agency?

A StoryBrand Certified Agency is trained to help businesses implement the StoryBrand Framework, ensuring your messaging is clear and compelling from start to finish.

Clarify Your Messaging

By following the StoryBrand Framework, you’ll create a compelling message that drives customer action, leading to increased revenue and business growth.

Help From Start to Finish

A StoryBrand Certified Agency handles the process for you. You provide input, and our team transforms your BrandScript into marketing materials that deliver results.

An Outsider’s Perspective

An outside expert can offer a fresh perspective, identifying problems and opportunities you might overlook. Our team of industry experts will provide this valuable insight.

What are some StoryBrand Website Examples?

We showcase some of the best StoryBrand websites on our blog. These examples demonstrate how effectively the StoryBrand Framework can be applied to create compelling and successful websites.

Start Leveraging the StoryBrand Framework

Clarify your message, connect with customers, and grow your business.