Building a StoryBrand: Clarify Your Message So Customers Will Listen

Mission statements were never a bad idea. They were just never enough.

A few important questions we have to ask ourselves when we’re representing our brand are: Who does our customer want to become? What kind of person do they want to be? What is their aspirational identity?

The important idea in this section is that we need to show repeatedly how our product or service can make somebody’s life better. If we don’t tell people where we’re taking them, they won’t follow. A story has to go somewhere.

Offer a premium:

Create scarcity:

Offer access:

So how can our brand offer status? There are many ways:

The three dominant ways storytellers end a story is by allowing the hero to 1. Win some sort of power or position. 2. Be unified with somebody or something that makes them whole. 3. Experience some kind of self-realization that also makes them whole.

Whatever it is you sell, show us people happily engaging with the product.