Building a StoryBrand: Clarify Your Message So Customers Will Listen

by Donald Miller

CLARIFY YOUR MESSAGE SO CUSTOMERS LISTEN • Go to mystorybrand.com and either create a BrandScript or log in to your existing BrandScript. • Either alone or with a team, brainstorm all of the literal and metaphorical villains your brand takes a stand against. • Brainstorm the external problems your brand resolves. Is there one that seems to represent the widest swath of products? • Brainstorm the internal problem (frustration or doubt) your customers are feeling as it relates to your brand. Is there one that stands out as a universal experience for your customers? • Is your brand part of a larger, more important story? Is there a philosophical wrong your brand stands against? • Once you finish your brainstorming session, make the four StoryBrand BrandScript decisions that will allow you to fill out part 2.

Exercise