Building a StoryBrand: Clarify Your Message So Customers Will Listen

by Donald Miller

The main distinction in a StoryBrand culture is their attention to how the basic blocking and tackling of business is synchronized around a StoryBrand BrandScript. The BrandScript filters out all the noise and lets each stakeholder, each day, know why they’re doing what they’re doing.

Story brabdscript purpose

Certainly there is the external BrandScript that is pointed at the customer, but there are also BrandScripts created from the perspective of the leadership to the overall team. In these StoryBrand BrandScripts, the team is positioned as the hero and the company leadership is positioned as the guide. Compensation packages, leadership development, organized events, and more are all “tools” the leadership creates to help their employees win the day.

Brandscript for teams

We’ve found time and time again that leaders desire to be seen as heroes when, in actuality, everything they think they want from playing the hero only comes by playing the guide. Guides are respected, loved, listened to, understood, and followed loyally.

2. Create a Lead Generator and Collect E-mail Addresses. You need a lead generator. You need a PDF, e-course, video series, webinar, live event, or just about anything else that will allow you to collect e-mail addresses. A lead generator will help you find qualified buyers so you can let them know, directly and authoritatively, how you can help them resolve their problems. This may be the single most important piece of collateral you create in response to this book, and in this roadmap, I’ll show you how.

Create a lead generator