December 28, 2023
Building a StoryBrand: Chapter 4
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Context
Principle One: The customer is the hero not your brand.
Define characters ambition. What they want. So that we open the question, Will the hero get what she wants? This is called a Story Question or story gap.
When we define something our customers want, we posit a story question in the mind of the customer: Can this brand really help me get what I want?
- define something your customers want
- must be have a singular focus, be one thing
Example 1
High-end resort originally had marketing content that was images of their front desk, staff, etc. Wasn't really inviting a customer into a story. What their customers really wanted most was a luxurious, restful experience.
After StoryBranding they changed their website from long stories about themselves (which positioned them as the hero) to images of a warm bath, plush towels and robes, someone getting a massage in the spa, and a looping clip of a back-porch rocking chair against the backdrop of trees blowing in the wind along a golf course.
They replaced the text on their main page with the short and powerful copy: "Find the luxury and rest you've been looking for."
Excerpt From Building a StoryBrand Donald Miller https://books.apple.com/us/book/building-a-storybrand/id1212150000 This material may be protected by copyright.
Example 2
"One university we worked with defined their customer's desire as “a hassle-free MBA you can complete after work."
Excerpt From Building a StoryBrand Donald Miller https://books.apple.com/us/book/building-a-storybrand/id1212150000 This material may be protected by copyright.
Example 3
"A landscaping company humorously defined their customer’s ambition as “a yard that looks better than your neighbor's."
Excerpt From Building a StoryBrand Donald Miller https://books.apple.com/us/book/building-a-storybrand/id1212150000 This material may be protected by copyright.
Example 4
"A caterer we worked with in Los Angeles defined his customer's desire as “a mobile fine-dining experience in the environment of your choice."
Excerpt From Building a StoryBrand Donald Miller https://books.apple.com/us/book/building-a-storybrand/id1212150000 This material may be protected by copyright.
Examples 5-10
Financial Advisor: "A Plan for Your Retirement" College Alumni Association: "Leave a Meaningful Legacy" Fine-Dining Restaurant: "A Meal Everybody Will Remember" Real Estate Agent: "The Home You’ve Dreamed About" Bookstore: "A Story to Get Lost In" Breakfast Bars: "A Healthy Start to Your Day"
Excerpt From Building a StoryBrand Donald Miller https://books.apple.com/us/book/building-a-storybrand/id1212150000 This material may be protected by copyright.