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  • Josh Rizzo

A Comprehensive Storybrand Outline and Guide


A hero on his Storybrand journey

Key to the modern world is the art of knowing your audience. One tool remarkably skilled for this task is the Storybrand guide. Brace yourself as we dive into:

Unravel the Storybrand Framework

Everyone loves a good story. Storybrand banks on this simplicity: Turn your brand message into a narrative.


In this plot, your customer is the hero on a quest. Your brand acts as the guide, equipping them with tools essential for victory. The guide operates on a seven-part strategy to steer your storybrand marketing approach:


1. What does your customer want?

Unveiling your customers' sincere wishes related to your product or service is our starting point. It's all about delving into their hopes, needs, and objectives.

  • Empathy and Listening: Gain a better understanding of customers by putting yourself in their place. Try to comprehend the challenges they face. Active listening and empathic research are key at this point.

  • Segmentation: Distinguish between customer needs. Break down your audience to identify specific desires based on demographics, preferences, and pain points.

Customer Benefits: If you understand your customers' needs, you can relate to them and make your brand appealing. This creates a strong connection.


2. What are the problems?

This step involves identifying the obstacles that stand in the consumer's way of achieving their desires. It involves understanding the internal, external, and philosophical issues that your potential customers are experiencing.

  • Internal Problem: Get into your customer’s mindset to understand the emotional or internal conflicts they face. These could be concerns about self-esteem, fulfillment, or fear of change.

  • External Problem: Identify the visible, tangible problems that your customers are experiencing. For example: lack of time, budget constraints, or inferior quality products.

  • Philosophical Problem: To deepen the connection, recognize the broader philosophical problem. This usually involves a belief or value that your customers think should be universal, like fairness, or freedom.

  • Highlighting the Villain: Paint a clear picture of the 'villain' or situation that's causing the problems for your customers. This could be industry norms, competing brands, or even their own past experiences.

Customer Benefits: Addressing these problems reverberates through your brand's communication effectively. It validates customers' experiences and aligns your brand's solutions with their problems. The result is a resonating brand message, better customer engagement, and stronger brand-customer relationships.


3. Present Your Brand As The Guide

Here, position your brand as the trusted guide, the mentor who can help customers handle their problems and meet their aspirations.

  • Expertise and Authority: Highlight your brand's knowledge and ability to handle the customer's challenges.

  • Value Proposition: Show clearly how what you sell can give customers what they need to do well.

Customer Benefits: By positioning your brand as the guide, you build a personal connection, enable clarity, and earn trust.


4. Outline A Clear Plan

Show your customers a clear plan of how your product can fix their problems and help them achieve their goals.

  • Empowerment: Customer empowerment comes from equipping them with a roadmap towards meeting their aspirations.

  • Tangible Value: Show customers the practical value your brand can provide.

  • Building Confidence: Boost consumer confidence by showing them the path to success.

Customer Benefits: A sense of control, increased value, and confidence in one's capability to achieve their desires.


5. Tell them what to do

Craft a succinct and captivating call to action guiding customers towards their next steps.

Customer Benefits: A well-designed call to action enhances customer engagement and converts potentials into actuals.


6. Illustrate Success

Highlight the difference your product or service can make. Describe what change your customers will witness when moving from their current situation to a desired, improved future.

Customer Benefits: Reinforces customer confidence in your brand and motivates prospective customers to take the plunge.

7. Highlight The Risk of Inaction

This last step highlights the potential drawbacks if customers choose not to engage with your brand. This shows them how they can avoid failure, including losing money, by working with you.

Customer Benefits: By mentioning the risks of not using your product, you can encourage more people to choose your brand.


Donald Miller, the creator of Storybrand, famously noted: "If you confuse, you'll lose." Simplifying and engaging is the secret sauce for your brand's message.




Why Use Storybrand?


Storybrand is like a compass that can help you improve your relationship with clients by clarifying your message. It offers many benefits like better communication, a strong connection with clients, increased client involvement, and more sales.


Clearer Communication

Storybrand makes your message simpler and more clear. It makes your customer the hero and your brand the guide in a compelling story. This helps customers understand your brand better. This clarity can help your brand become more known and easily remembered.

Stronger Connection with Customers

Storybrand puts customers at the center of the story. This makes them feel important and involved. The framework takes into account their concerns and wishes. Customers are likely to feel a closer connection and choose your brand over others if they feel involved.

Greater Customer Involvement

Instead of just hearing about your brand, they participate in its story. This can lead to customers staying loyal to your brand. It also helps you get feedback to make your product or service better.

More Sales

Lastly, Storybrand helps you sell more by urging customers to act. In a well-crafted sales funnel, this leads to a sense of urgency that is hard to resist. Paired with the clear message and solutions you offer, it can lead to higher sales.


In a nutshell, Storybrand is a great tool for any marketing strategy. I use it all the time for website design. It helps you communicate better, connect deeper, involve customers more, and boost sales. By giving customers a voice, Storybrand proves to be a strong asset.


Many businesses find success when they use some kind of framework. If you want to grow your business, I highly recommend building a storybrand. If you need help, you can always hire a marketing consultant, or storybrand certified agencies or guides.

My Storybrand Journey

I started a new design agency in Waco called, 'We Grow the Co'. During this time, I stumbled upon Storybrand, which proved to be a game-changer — it significantly polished our client interaction.

Using Storybrand prompted a major shift in our business operations. Suddenly, we found ourselves immersing deeper into our clients' journey. This change significantly altered our communication plan.


Wrapping Up

A hero talking to his Storybrand guide

I've gone from really liking the Storybrand outline to diving deep into UX/UI design. This journey lines up perfectly with what I'm interested in and where I want to go. I'm excited to see where it will take me next.


Ready to Change Your Business with Storybrand? If you want to put your customers at the center of your brand's story, let's talk. See how Storybrand can shake up your marketing game.

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