My StoryBrand journey begins in 2017.
I was directing a team that designed immersive multiday on-site experiences for college students. Narrative was already a central concept to our planning and execution process. So when a friend introduced me to this new book called Building a StoryBrand, I was intrigued.
I read the book, photocopied the BrandScript template, and started using it for everything. I StoryBranded emails, websites, videos, events, nationwide programs, articles, proposals…, and really, I tried to apply it to anything I was creating.
And for the most part, I’ve been doing the same ever since.
My roles have shifted over the years, from leading creative teams to designing online experiences to being a fractional CMO and now launching Better Story Marketing.
The guide program has deepened my understanding of the StoryBrand framework and further sharpened my skills in creating clear and compelling stories for purpose-driven entrepreneurs.
In the past few years, my energy has focused on finding good people who are doing good work and then helping them win. This focus is what led me to launch my agency.
I observed there were two categories of purpose-driven entrepreneurs I excelled at helping.
0 to 1
These are the side hustlers and startups with a passion and purpose who are creating something new. Whether it's a new business or a new nonprofit, they’re building something to create a new and better future for themselves and others.
1 to 10x
These are the entrepreneurs who have been at it a little while longer. They’ve proved out their initial concept and are ready to grow and scale it. What got them to where they are now won’t take them where they want to go.
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Lightbulb Moment
And here’s where the lightbulb moment came for me.
As I worked with both groups of entrepreneurs, I found they each had two critical needs to be met to move forward.
- A Clarified Message
- A Focused Strategy
They were both so immersed in their vision it was difficult for them to parse all the ideas and possibilities to a point where they could achieve clarity and focus.
Most entrepreneurs get bombarded daily with pitches for various marketing tactics to grow their businesses. What criteria should they use to choose the right marketing action?
What if you were confident in how to grow your business or nonprofit.
A Brand Foundation Session gives you both a messaging framework and a marketing playbook so you can focus your marketing efforts.
A Clarified Message
How to tackle the need for a clear message had an obvious answer for me. It was time to double down on my StoryBrand expertise. I applied to become a StoryBrand Certified Guide.
I had already seen how powerful the StoryBrand framework could be for businesses and nonprofits of all sizes. I’d already been practicing applying StoryBrand for seven years. However, I didn’t have a community of other StoryBrand guides with which to collaborate and learn.
The guide program has deepened my understanding of the StoryBrand framework and further sharpened my skills in creating clear and compelling stories for purpose-driven entrepreneurs.
A Focused Strategy
Clarifying the message for purpose-driven entrepreneurs was always a huge win. But it was also always followed by the question, “Which thing do I build or do first?”
As a business owner or leader of a nonprofit, there are already more responsibilities than any one person can handle. Layered on top of that is the reality that most entrepreneurs get bombarded daily with pitches for various marketing tactics to grow their businesses. What criteria should they use to choose the right marketing action?
My energy has focused on finding good people who are doing good work and then helping them win.
And here is where some really cool convergence happened for me.
About a year before I learned about StoryBrand, I learned about design sprints from Jake Knapp’s book Sprint. If you’re unfamiliar with the concept of design sprints, it’s a framework for facilitating a team in a short time to learn, ideate, design, prototype and test solutions to a specific problem space.
A design sprint is a longer, typically 4-day, more involved process. But, I’ve been able to draw upon my experience to adapt many of the same methods and combine them with StoryBrand to create what I call a Brand Foundation.
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Brand Foundations
Marketing doesn’t have to be rocket science, and you don't necessarily need to do all the new and trending things.
You'll get business results from effectively executing the basics.
- Identify your business goals
- Clarify your message
- Map your customer journey
- Focus on the strategies with the greatest ROI
I really love facilitating these Brand Foundation Sessions. Entrepreneurs not only leave with a messaging framework and a marketing playbook, but they also gain clarity and confidence about how to grow their business or nonprofit.
I initially pursued becoming a StoryBrand guide because I knew I wanted to help purpose-driven entrepreneurs win. And since then, I’ve watched how it’s helped move others forward at critical moments in their business or nonprofit journeys.
Action Plan
If you’re considering the StoryBrand Guide program or just applying the StoryBrand framework to grow your business or nonprofit, don’t hesitate to reach out. I’m happy to share my experience with anyone walking along this common journey.
Frequently Asked Questions
StoryBrand Framework
What is the StoryBrand Framework?
The StoryBrand Framework is a marketing approach that uses the power of storytelling to position the customer as the hero and your brand as the guide. It simplifies your message, ensuring it's clear, engaging, and effective in connecting with your audience.
How can the StoryBrand Framework benefit my business?
By employing the StoryBrand Framework, businesses can clarify their messaging, improve customer engagement, and increase conversions. It helps you communicate the value of your offerings more effectively, ensuring your message resonates with your target audience.
Is the StoryBrand Framework suitable for any type of business?
Yes, the StoryBrand Framework is versatile and can be adapted to any industry or business size. Whether you're a small startup, a non-profit, or a large corporation, this framework can help you craft compelling messages that speak directly to your customers' needs.
How does Better Story Marketing implement the StoryBrand Framework?
At Better Story Marketing, we start by understanding your business, your goals, and your audience. We then apply the seven-part StoryBrand process to craft a clear, engaging narrative that positions your brand as the guide and your customer as the hero.
Can I use the StoryBrand Framework for my website content?
Absolutely! The StoryBrand Framework is particularly effective for website content, helping you create a user-friendly experience that guides visitors through their journey with your brand. It ensures your site communicates your value proposition clearly and prompts action.
StoryBrand Websites
What is a StoryBrand website?
A StoryBrand website is a website designed using the StoryBrand framework.
How can a StoryBrand website benefit my business?
A StoryBrand website has many benefits but it's biggest is that it converts more leads into customers.
How long does it take to create a StoryBrand website?
The time it takes to create a StoryBrand website can vary significantly depending on several factors.
What are the key components of a StoryBrand website?
The components of a StoryBrand website are very similar to the components of the StoryBrand framework.
How does a StoryBrand website differ from a traditional website?
A StoryBrand website differs from a traditional website in it's simplicity and focus.
StoryBrand Copywriting
What is StoryBrand copywriting?
A marketing approach based on the StoryBrand Framework, which leverages the principles of storytelling to create clear and compelling marketing messages.
Who can benefit from StoryBrand copywriting?
Anyone who needs to communicate a message or sell a product or service can benefit from StoryBrand copywriting
How can StoryBrand copywriting help my business?
StoryBrand copywriting creates a clear and compelling message that helps your business grow by turning leads into customers.
How do I find a certified StoryBrand copywriter?
Start with marketingmadesimple.com to find a StoryBrand copywriter.
Can I learn how to do StoryBrand copywriting myself?
Yes, but learning StoryBrand copywriting is not just about understanding the framework, it also requires practicing and refining your skills over time.
