"In every great story, the hero needs a coach—think Yoda or Gandalf—who helps them overcome their challenges. In this scenario, your customer is the hero, and your brand is the coach that leads them to victory."- Sarah George

Who doesn’t love a good story?

As kids, we loved fairy tales about lost princesses, dashing heroes, and epic adventures. The formula was simple: a main character, a big problem, a journey, and a happy ending. Here’s the thing—our brains are hardwired to respond to stories like this. And guess what? The same principles apply in marketing!

But instead of just telling a story, you want to use StoryBranding. So, what’s the difference?

What is StoryBranding?

You’ve most likely heard me mention StoryBranding before. It’s a marketing framework developed by Donald Miller designed to help businesses clarify their message by positioning their customer as the main character or "hero."

Storytelling, on the other hand, can be focused on the business itself—its accomplishments, its story, its features. That’s like going to a company’s website and finding a whole page of their awards and success stories. 🥱

Why StoryBranding Works

Imagine visiting a business website that brags about their history, products, and accolades. While impressive, it doesn’t address your needs as a customer. You’re left wondering, "What’s in it for me?"

StoryBranding flips this approach. Instead of making your company the star, you focus on the customer. It’s about stepping into their shoes, understanding their problems, and presenting your business as a coach or guide with the solution.

Just like in every great story, the hero needs a coach—think Yoda or Gandalf—who helps them overcome their challenges. In this scenario, your customer is the hero, and your brand is the coach that leads them to victory.

How to Implement StoryBranding

Want to shift from storytelling to StoryBranding? Start by getting to know your customer. Who are they? What challenges do they face? How does your product or service help them achieve their desired outcome? The answers to these questions will help you position your brand as the coach they’ve been looking for.

When writing any content—be it emails, social media posts, or website copy—speak directly to your customer’s problems and show how you can help solve them. They should be nodding their heads and thinking, "Yes, this is me!"

Let Me Help You Craft the Right Story

The best part? You don’t have to do this alone. As a StoryBrand Certified Coach, I can help you clarify your messaging and craft compelling content that makes your customer feel seen and understood. Let’s work together to create a marketing framework that turns your customers into loyal fans and advocates.

Ready to make your customers the hero of the story? Schedule a call to develop your winning StoryBrand so clients listen.