The Storybrand Framework
by jayce · 62 things on Twos
- A character
- The customer is the hero, not your brand.
- When giving a speech, position yourself as yoda and your audience as Luke skywalker.
- Invite customers into a story that makes them want to pay attention
- Has a problem
- Companies tend to sell solutions to external partners but customers buy on internal problems
- Customers want to solve a problem that has disrupted their peaceful life
- Our customers are in trouble, and they need help.
- Meets a guide
- Customers do not look for another hero, they look for a guide.
- Brands that position themselves as hero’s compete with their customers.
- Don’t forget that customers are the center of their own world.
- Who gives them a plan
- Customers trust a guide who has a plan
- The agreement plan
- The process plan
- Calls them to action
- Customers do not take action unless they are called to take action
- Characters only take action when they are challenged by an outside force
- Communicating a clear and direct step to returning to a peaceful life
- Helps them avoid failure
- Every human being is trying to avoid a tragic ending
- What’s at stake?
- We must show people the cost of not doing business with us?
- Define what’s at stake
- Ends in success
- Never assume people can understand how your company can change their lives
- Everyone likes to be taken somewhere
- Offering a vision for how great a customers life can be by using your company
- When you feel confused, clarify your message.
- Clarify your message so customers can listen
- A character
- The customer is the hero, not your brand.
- When giving a speech, position yourself as yoda and your audience as Luke skywalker.
- Invite customers into a story that makes them want to pay attention
- Has a problem
- Companies tend to sell solutions to external partners but customers buy on internal problems
- Customers want to solve a problem that has disrupted their peaceful life
- Our customers are in trouble, and they need help.
- Meets a guide
- Customers do not look for another hero, they look for a guide.
- Brands that position themselves as hero’s compete with their customers.
- Don’t forget that customers are the center of their own world.
- Who gives them a plan
- Customers trust a guide who has a plan
- The agreement plan
- The process plan
- Calls them to action
- Customers do not take action unless they are called to take action
- Characters only take action when they are challenged by an outside force
- Communicating a clear and direct step to returning to a peaceful life
- Helps them avoid failure
- Every human being is trying to avoid a tragic ending
- What’s at stake?
- We must show people the cost of not doing business with us?
- Define what’s at stake
- Ends in success
- Never assume people can understand how your company can change their lives
- Everyone likes to be taken somewhere
- Offering a vision for how great a customers life can be by using your company
- When you feel confused, clarify your message.
- Clarify your message so customers can listen