The 7 Parts of a StoryBrand Framework and Why Each is Essential

In today’s competitive market, standing out is crucial. But many businesses struggle to communicate clearly and connect with customers. That’s where the StoryBrand framework comes in. Created by Donald Miller, StoryBrand offers a simple, seven-part messaging formula that positions your customer as the hero of the story, with your brand as the guide. This shift in perspective helps clarify messaging, create engagement, and drive conversions.

In this post, we’ll explore each of the seven parts of the StoryBrand framework and why every element plays a vital role in communicating your brand’s value.

1. A Character (Your Customer)

Every story begins with a character who wants something. In the StoryBrand framework, this character is your customer, not your brand. Understanding what your customer wants at a deep level is essential because it lays the foundation for all messaging. By identifying their primary desire, your brand can align its messaging to show that you understand and prioritize their needs.

Example: If you’re a fitness brand, your customer may want to feel healthier, stronger, or more confident. Positioning this desire front and center in your messaging captures their attention from the start.

2. A Problem

Customers buy solutions to problems. If you don’t address a problem, your customer won’t feel compelled to listen. The StoryBrand framework breaks down the problem into three levels: external, internal, and philosophical.

• External: The tangible issue, like needing a product or service.
• Internal: The frustration or emotional struggle that the external problem causes.
• Philosophical: The broader, moral reason why this problem shouldn’t exist.

By addressing all three levels, you acknowledge your customer’s real struggles and make them feel understood.

Example: A financial planning service may define the external problem as “difficulty saving for retirement,” the internal problem as “feeling insecure about the future,” and the philosophical problem as “everyone deserves to retire comfortably.”

3. A Guide (Your Brand)

In the StoryBrand framework, your brand isn’t the hero—it’s the guide. Your customer is looking for someone they can trust to help them succeed. This section establishes your brand as the authority and trusted advisor.

There are two critical elements to establishing yourself as a guide:

• Empathy: Show that you understand and care about the customer’s problems.
• Authority: Demonstrate expertise and capability to solve their problems.

Example: A skincare brand might share its years of dermatology research (authority) while expressing understanding for customers who struggle with acne and self-esteem (empathy).

4. A Plan

Once you’ve positioned yourself as a trusted guide, it’s time to offer a clear plan. Without a roadmap, customers may feel overwhelmed or uncertain about how to proceed. This step should outline a few simple steps that lead them toward success.

A good plan reduces confusion, builds confidence, and moves the customer closer to a decision.

Example: A cleaning service might outline a three-step plan: 1) Book an appointment, 2) We clean your home, 3) Enjoy your free time in a spotless space.

5. A Call to Action

In every story, there’s a moment when the hero must take action. This is the turning point, and in marketing, it’s your call to action (CTA). Many companies shy away from direct CTAs, but this is a missed opportunity. The StoryBrand framework encourages brands to make the CTA clear and actionable.

There are two types of CTAs:

• Direct: Buy now, schedule a consultation, sign up.
• Transitional: Learn more, get a free guide, explore services.

A strong CTA helps remove hesitation and gives your customer a clear next step toward solving their problem.

6. Failure (What’s at Stake)

Customers need to know what they stand to lose if they don’t act. In the StoryBrand framework, failure represents the potential negative outcome if they don’t take action. This section is about emphasizing the cost of inaction, which can create urgency and help them visualize the stakes.

Example: A cybersecurity company might highlight the risks of data breaches and the costly impact of not having proper protection in place.

7. Success (The Happy Ending)

The last part of the StoryBrand framework paints a picture of success for your customer. What does life look like once their problem is solved? What benefits will they experience?

This is the aspirational moment where you help your customer visualize the positive outcomes of choosing your product or service.

Example: A travel agency might depict a stress-free vacation, where the customer only has to show up and enjoy a carefully planned, worry-free experience.

Why Each Part is Essential

The StoryBrand framework isn’t just about creating catchy messaging; it’s about building a relationship with your customers by making them the hero of the story. Each step serves a purpose, from clarifying their needs and problems to positioning your brand as the solution.

By using the StoryBrand framework, you’re not only speaking to your customers’ needs but also guiding them confidently toward the solution you provide. And when done correctly, this framework can transform how your brand communicates—engaging customers and driving real results.

Using these seven parts consistently in your messaging can give your brand clarity and connection that resonates with your audience. Ready to apply the StoryBrand framework to your business? Reach out to our team today, and let’s make your brand’s story unforgettable!