5 Takeaways from Building a StoryBrand by Donald Miller
Intro
Not long ago, I was desperately trying to sell my digital services to a starving crowd (professionals with deep pockets that really needed help with online marketing,) but yet, I wasn’t able to make real strides in the right direction.
I would close a few deals, especially when the prospect already had some basic knowledge of the services. But most times, I’d stall because I couldn’t convey the value of my work.
Then “Building a StoryBrand” landed on my desk, and everything changed.
Building a StoryBrand is more than a marketing book. It’s a framework you can use to build a brand from scratch or blow up the brand you already have.
But enough with the intro. Here are the 5 best takeaways you can use today to close more deals and speak to more people.
1. Clarify your brand's message:
Clarifying your brand's message involves identifying the problem your customers are facing and positioning your brand as the guide that can help them overcome it. This requires understanding the pain points or challenges your customers are experiencing and addressing them directly in your messaging. It's important to be clear and concise in your communication, avoiding vague or confusing language.
Example: Let's say you have a digital marketing agency that offers social media management services. Your customers may be struggling with managing their social media accounts effectively and not getting the desired results. Your clarified message could be: "Maximize Your Social Media Impact with Our Expert Management Services." This message clearly identifies the problem (ineffective social media management) and positions your brand as the guide (expert management services) that can help customers overcome it.
2. Understand the importance of story:
Storytelling is a powerful tool in capturing and retaining customers' attention. Structuring your brand's message as a story with a protagonist (the customer), a problem, a guide (the brand), and a happy ending (the transformation the customer can achieve) can make your message more relatable and engaging.
Example: Let's consider a brand that sells eco-friendly cleaning products. They can use storytelling to craft their brand message by identifying the customer as the protagonist who is concerned about the environmental impact of traditional cleaning products (the problem). The brand can position themselves as the guide who provides effective and sustainable cleaning solutions (the guide), leading to a happy ending of a cleaner and greener environment (the transformation).
3. Focus on the customer's needs:
Understanding and addressing the needs, desires, and challenges of your customers is crucial in crafting a compelling brand message. It's important to put the customer at the center and highlight how your brand can provide value and solve their problems.
Example: Let's say you have a fashion brand targeting working professionals. Your customers may have a need for stylish yet comfortable clothing that suits their busy and professional lifestyle. Your message could focus on the customer's need for stylish workwear that offers comfort and functionality, positioning your brand as the solution that can meet those needs.
4. Simplify your message:
Simplifying your brand message makes it easily understandable and memorable for customers. Avoid using jargon or complex language that may confuse or alienate your audience. Instead, focus on clear and concise communication that highlights the key benefits and solutions your brand offers.
Example: Consider a technology brand that offers cloud storage services. Instead of using technical jargon, they can simplify their message by using plain language such as "Securely Store and Access Your Files Anywhere with Our Cloud Storage Solutions." This message clearly communicates the benefits of convenience, security, and accessibility without using complicated technical terms.
5. Create a compelling call to action:
Having a clear and compelling call to action is essential in prompting customers to take action. It's important to clearly communicate what you want your customers to do and make it easy for them to take that action.
Example: Let's say you have an e-commerce website selling handmade candles. Your call to action could be "Shop Now and Enhance Your Home with Our Handcrafted Candles." This call to action clearly communicates what you want customers to do (shop now) and the benefit they can gain (enhance their home with handcrafted candles), and provides a direct link or button for them to take action easily.
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Conclusion:
With these key takeaways from "Building a StoryBrand" in mind, you are equipped with powerful strategies to clarify your brand message, engage your customers, and drive action. By understanding your customers' needs, crafting a compelling story, simplifying your message, and creating a clear call to action, you can create a compelling brand message that resonates with your audience and motivates them to take action.
So, go ahead and put these principles into practice. Refine your brand message to be clear, relatable, and customer-centric. Use storytelling to captivate your audience and connect with them on an emotional level. Simplify your message to be easily understood and remembered. And don't forget to include a compelling call to action that guides your customers toward the desired action.
By implementing these strategies, you can effectively communicate your brand's value, engage your customers, and ultimately drive them toward conversion, whether it's making a purchase, subscribing to a newsletter, or taking any other desired action. So, take action now and leverage the power of storytelling to amplify your brand's message and achieve your marketing goals!