Summary
Building a StoryBrand by Donald Miller presents a seven-part messaging framework that helps businesses clarify what they offer so customers listen. Drawing on timeless principles of storytelling, Miller argues that the key to successful communication is positioning your customer—not your company—as the hero of the story.
Using the StoryBrand framework, businesses can create clear, compelling marketing messages that connect emotionally, simplify choices, and drive customer action. This approach not only improves marketing effectiveness but also strengthens brand loyalty and customer engagement over time.
Why Messaging Matters
Most companies suffer from the “curse of knowledge.” They explain their offerings in complicated or inward-facing language that customers can’t easily understand. This lack of clarity leads to confusion, frustration, and mistrust. When customers don’t grasp what a company offers or how it benefits them, they hesitate, lose interest, or seek alternatives. Unclear messaging creates barriers to trust because customers feel the company is either talking over their heads or not addressing their real needs.
Moreover, unclear messaging wastes marketing dollars and effort. Ads, websites, and campaigns that fail to communicate clearly generate low engagement and poor conversion rates. Conversely, a clear message builds confidence, reduces friction in the buying process, and creates a sense of connection. Customers are more likely to listen, remember, and act when the message is simple, relevant, and customer-focused.
Miller’s framework helps brands cut through noise by:
- Clarifying their message to be customer-centric and easy to understand
- Centering the customer’s journey to highlight their needs and aspirations
- Highlighting the value they provide in a way that resonates emotionally and logically
The StoryBrand Framework: The SB7
The heart of the book is the SB7 Framework—a seven-element formula modeled after classic storytelling structure. Each element is designed to guide customers through a narrative that positions them as the hero and your brand as the trusted guide.
1. A Character
Every story begins with a protagonist—the customer—not your brand. This character has a clear aspiration or need that drives their actions. Understanding this aspiration is crucial because it taps into the emotional and practical motivations behind customer behavior.
For example, a nonprofit donor may aspire to make a meaningful impact in their community, seeking to contribute to causes that align with their values. A tech buyer might aspire to streamline operations and stay ahead of competitors by adopting innovative software solutions. In both cases, the aspiration defines what success looks like for the customer.
By identifying and articulating this aspiration clearly, brands can speak directly to what their customers want, making the message more relatable and motivating.
Example: “I want to grow my business.”
Expanded: “I want to grow my business sustainably without sacrificing quality or customer relationships.”
Or for a nonprofit donor: “I want to see real change in my community through my contributions.”
2. Has a Problem
The customer faces external, internal, and philosophical problems. Businesses that address these problems build emotional connection and trust.
- External: The tangible obstacle or challenge the customer faces.
- Internal: The feelings or frustrations caused by the external problem.
- Philosophical: The deeper reason why the problem feels unjust or wrong.
For example, consider a small business owner struggling with marketing:
- External: “I don’t know how to create effective ads that reach my target audience.”
- Internal: “I feel overwhelmed and frustrated that my efforts aren’t paying off.”
- Philosophical: “It’s unfair that only big companies with big budgets get noticed.”
Mapping these layers helps brands speak to the full experience of the customer, not just the surface issue.
3. And Meets a Guide
The brand is not the hero—it’s the guide. Great guides demonstrate empathy and authority.
Contrast this with brands that position themselves as the hero, often leading with “We are the best,” or “We have the most features.” This approach can alienate customers by making the brand the focus rather than the customer.
Example of brand as hero ad copy: “We offer the most advanced software on the market.”
Example of brand as guide ad copy: “We understand how confusing software choices can be. Here’s how we’ve helped businesses like yours simplify and succeed.”
Trust comes from both compassion (“We understand your frustration”) and competence (“Here’s how we’ve helped others like you”).
4. Who Gives Them a Plan
People don’t follow vague ideas. Give them a clear roadmap that reduces uncertainty.
- Process Plan: 3–4 simple steps to buy or work with you, such as “Schedule a call,” “Choose your plan,” “Start your free trial.”
- Agreement Plan: A list of promises that reduce risk and build confidence.
Example Agreement Plan promises:
- “No hidden fees or surprises.”
- “Cancel anytime with no penalty.”
- “24/7 customer support to help you succeed.”
- “Your data is secure and private.”
A clear plan reduces confusion and increases confidence, making it easier for customers to take the next step.
5. And Calls Them to Action
Customers won’t act unless explicitly invited. Calls to action should be clear and compelling.
Examples of strong calls to action:
- Direct: “Buy now,” “Schedule a free consultation,” “Start your trial today.”
- Transitional: “Download our free guide,” “Watch a quick demo video,” “Subscribe for tips.”
Weak calls to action often sound vague or passive, such as “Learn more,” “Contact us,” or “Get in touch,” which don’t create urgency or clarity.
Strong CTAs reduce hesitation by telling customers exactly what to do and what to expect.
6. That Helps Them Avoid Failure
Stories require stakes. What does the customer stand to lose if they don’t engage?
Highlighting stakes creates urgency and motivates action. For example, in healthcare, a patient might risk worsening symptoms or complications without timely treatment. In finance, failing to plan can lead to missed investment opportunities or financial insecurity.
Example stakes:
- Financial losses: “Don’t lose thousands in unnecessary fees.”
- Frustration: “Avoid the stress of managing complicated systems.”
- Missed opportunities: “Don’t fall behind your competitors.”
Fear, when used responsibly and ethically, increases urgency and helps customers see the importance of acting now.
7. And Ends in Success
Describe the happy ending. How will life be better after they buy or engage?
Be specific and tangible. Paint a clear picture of success that motivates action.
Examples of success outcomes:
- Save time or money: “Cut your marketing time in half and double your leads.”
- Gain confidence: “Feel confident managing your finances with expert guidance.”
- Achieve growth or peace of mind: “Grow your business sustainably and enjoy more free time.”
The success story should resonate emotionally and practically, reinforcing why the customer’s journey is worthwhile.
Key Principles
Clarity is Everything
People don’t buy the best products—they buy the ones they understand the fastest. Clarity is the ultimate conversion tool. When your message is clear, customers immediately see the value and know what to do next.
The Customer is the Hero
Brands that focus on themselves alienate customers. Your job is to make the customer feel seen, supported, and powerful. Positioning the customer as the hero creates empathy and connection.
Use the Grunt Test
The “Grunt Test” asks: Can someone understand what you offer by glancing at your website or ad for five seconds? If they can’t answer these three questions quickly, your messaging fails:
- What do you offer?
- How will it make my life better?
- What do I need to do to buy?
To test this, show your homepage or marketing materials to someone unfamiliar with your business and ask them these questions. If they hesitate or answer incorrectly, revise your messaging to be simpler and more direct. Use clear headlines, concise language, and prominent calls to action to fix issues.
Applications of the StoryBrand Framework
Website Design
Your homepage should reflect the SB7 structure:
- Clear header with a value proposition that states what you do and why it matters
- Obvious call to action that invites immediate engagement
- Stakes and benefits laid out to create urgency and show value
- A plan for engagement that outlines next steps clearly
- Additional use case: Incorporate customer testimonials and success stories aligned with SB7 to reinforce trust and demonstrate real outcomes.
Lead Generation
Use transitional CTAs to collect emails:
- eBooks, webinars, templates that provide immediate value
- Additional use case: Host interactive quizzes or assessments that help prospects identify their needs and position your solution as the answer.
Offer value in exchange for attention, nurturing leads through targeted follow-up.
Sales and Presentations
Align pitch decks and sales scripts to SB7:
- Start with the customer’s challenge to create empathy
- Introduce your solution as a clear plan
- Emphasize success and failure outcomes to motivate action
- Additional use case: Use storytelling in customer case studies to illustrate the journey and results, making your pitch more relatable and persuasive.
Internal Alignment
Train your team with SB7 so everyone speaks with one voice—from support to leadership. This creates consistency in messaging across channels and touchpoints, reinforcing your brand’s clarity and credibility.
Real-World Examples
- A fitness coach reframed their messaging from “I’m a personal trainer” to “We help busy professionals get fit in 30 minutes a day.” This shift connected directly with the customer’s aspiration for efficient health improvement, increasing client sign-ups.
- A software company stopped leading with features and instead began saying: “Stop losing customers to bad onboarding—use our platform to create better first experiences.” This focused on the customer’s problem and the brand’s role as a guide, improving conversion rates dramatically.
- Applying the SB7 framework to a SaaS dashboard improved user engagement by simplifying the onboarding process. The company clarified the user’s goal (getting value quickly), outlined a step-by-step plan within the interface, and used clear calls to action. This reduced churn and increased feature adoption by helping users see their progress and success clearly.
These shifts demonstrate how StoryBrand principles can be applied across industries and touchpoints to create meaningful customer connections and drive business growth.
Building Your BrandScript
A BrandScript is your SB7 framework in action. It answers:
- Who is your customer?
- What do they want?
- What problem are they facing?
- How are you the guide?
- What is your plan?
- What is your call to action?
- What does success and failure look like?
Use this as your messaging bible to ensure every communication aligns with your customer’s story.
Transforming Marketing Materials
Apply SB7 to:
- Emails, ads, about pages, video scripts, social bios
- Every message should reinforce the story that your customer is the hero, and your brand is the trusted guide helping them succeed.
Creating a One-Liner
A one-liner is a short, clear statement that communicates what you do.
Formula:
- The problem
- The solution
- The result
Examples:
- “Most small businesses struggle with marketing. We provide a clear plan so they can grow faster.”
- “Busy parents find it hard to prepare healthy meals. Our meal kits make cooking quick and nutritious.”
- “IT teams waste hours managing security alerts. Our platform automates threat detection so you can focus on innovation.”
Use your one-liner everywhere to quickly communicate your value and spark interest.
Why This Book Matters
Businesses often lose sales not because of bad products—but because of unclear messaging. StoryBrand gives you a tested framework to clarify your communication, unify your brand voice, and inspire action.
Whether you’re a solopreneur or leading a marketing team, StoryBrand helps translate what you do into what customers understand and want.
TL;DR
Building a StoryBrand helps you craft clear, persuasive messaging by putting the customer at the center of your story. Use it to clarify your brand, increase engagement, and drive growth—without gimmicks or jargon.
