StoryBrand: Brand Script Examples

Introduction

In the world of B2B marketing, your brand isn’t just a collection of products and services–it’s a story waiting to be told. The power of storytelling extends beyond captivating tales of origin or legacy; it lies in the narrative you craft to connect with your customers, solving their problems and guiding them toward success. Enter the BrandScript from the StoryBrand framework. It is a transformative tool that helps businesses articulate a clear, compelling message that resonates with their target audience.

A well-crafted BrandScript doesn’t just tell your story; it positions your customer as the hero of their own journey, with your brand as the trusted guide. This approach not only enhances engagement but also establishes a deeper emotional connection with your clients. In this blog, we will explore how to create a StoryBrand BrandScript tailored specifically for B2B companies. We’ll provide hypothetical examples to illustrate how each element of the BrandScript can be effectively utilized to elevate your brand narrative and drive meaningful business growth. Let’s embark on this journey to transform your brand’s story into a powerful marketing tool.

Understanding the StoryBrand Framework

The StoryBrand Framework is a powerful methodology that taps into the universal appeal of storytelling to craft impactful marketing messages. Developed by Donald Miller, this framework leverages the principles of storytelling to transform how businesses communicate with their audience. At its core, the StoryBrand Framework is about clarity–cutting through the noise to deliver a message that resonates deeply with potential customers. 

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A key component of this framework is the BrandScript, a strategic blueprint that helps businesses define their messaging by aligning it with the natural structure of a story. This involves identifying the key elements of a narrative: the hero (your customer), their problem, the guide (your brand), the plan, the call to action, and the stakes–success and failure. By organizing your marketing around these elements, you create a narrative where your customer is the hero who overcomes challenges with your brand’s guidance.

In the following sections, we’ll delve into hypothetical examples of StoryBrand BrandScripts for various B2B companies, illustrating how each component can be effectively woven into a compelling brand story. Through these examples, you’ll gain insights into crafting a BrandScript that not only connects with your audience but also sets your business apart in the competitive B2B landscape.

Breaking Down the StoryBrand BrandScript: A Deep Dive

To effectively use the StoryBrand Framework, it’s crucial to understand each component of the BrandScript and how it contributes to crafting a compelling brand narrative. Here’s a closer look at each element and how it plays a pivotal role in connecting with your B2B audience.

BrandScript Template

1. A Character

• What Do They Want?
  • Identify the core desires of your ideal customer. In B2B contexts, this often involves achieving business success, gaining recognition within their company, or solving a specific business challenge.
  • Example: A marketing manager seeking innovative strategies to boost their company’s market presence.

2. Has a Problem

• Villain
  • Define the overarching problem or “villain” your customer is facing. This is the main challenge that disrupts their success.
  • Example: The “Sprawling Digital Marketing Monster” that consumes time and resources.
• External
  • The tangible obstacles or hindrances your customer faces in their daily operations.
  • Example: Limited time, outdated technology, or insufficient marketing performance.
• Internal
  • The emotional or psychological challenges that stem from the external problem.
  • Example: Feelings of inadequacy, fear of obsolescence, or stress from unmet business goals.
• Philosophical
  • The broader philosophical belief or principle that underpins why the problem matters.
  • Example: “I shouldn’t have to tackle digital marketing alone.”

3. And Meets a Guide

• Empathy
  • Show your understanding of the complexities and pressures your customer faces. This builds trust and rapport.
  • Example: “We understand the increasing challenges marketers face every day.”
• Authority
  • Establish your brand’s credibility through testimonials, success stories, and industry accolades.
  • Example: Proven results, industry awards, and endorsements from other businesses.
• Attributes + Differentiators
  • Highlight what sets your brand apart–your unique value propositions and competitive advantages.
  • Example: Access to a dedicated team, flexible contracts, and tailored solutions.

4. Who Gives Them A Plan

• Process
  • Outline a simple, clear plan that guides your customer from problem to solution. This reduces uncertainty and builds confidence.
  • Example: Pre-purchase: Schedule a demo. Post-purchase: Comprehensive onboarding and continuous support.
• Agreement
  • Address potential fears or hesitations by providing reassurances and clear agreements.
  • Example: Open data policies, no long-term contracts, and transparent project management.

5. And Calls Them To Action

• Direct
  • Encourage immediate action with clear, compelling CTAs.
  • Example: “Contact us today to start your journey to success.”
• Transitional
  • Offer value-added resources that nurture leads and build a relationship.
  • Example: Access to eBooks, webinars, and industry reports.

6. That Ends In Success

• Paint a vivid picture of what success looks like with your solution. This helps your customer envision the positive outcomes.
• Example: Achieving business growth, gaining industry recognition, and enhancing personal career progression.

7. That Helps Them Avoid Failure

• Highlight the negative consequences of inaction, reinforcing the importance of choosing your solution.
• Example: Avoiding costly mistakes, maintaining relevance, and securing their role within their organization.

8. Which Leads To Character Transformation

• FROM
  • Describe the initial state of the customer, burdened by challenges and uncertainty.
  • Example: Overwhelmed, undervalued, and anxious.
• TO
  • Illustrate the transformed state, where the customer is empowered, successful, and respected.
  • Example: Confident, influential, and a recognized leader in their field.

By understanding and leveraging each component of the StoryBrand BrandScript, you can create a narrative that not only resonates with your B2B audience but also drives meaningful engagement and business results.