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Your brand is helping people become better versions of themselves, which is a beautiful thing. You are helping them become wiser, more equipped, more physically fit, more accepted, and more at peace. Like it or not (and we hope you like it), we are all participating in our customers’ transformation, which is exactly what they want us to do.
Brands that participate in the identity transformation of their customers create passionate brand evangelists.
When your team realizes that they sell more than products, that they guide people toward a stronger belief in themselves, then their work will have greater
meaning.
we need a website that passes the grunt test and converts browsers into buyers.
THE FIVE THINGS YOUR WEBSITE SHOULD INCLUDE
1. An Offer Above the Fold
The idea here is that customers need to know what’s in it for them right when they read the text. The text should be bold and the statement should be short. It should be easy to read and not buried
Above the fold, make sure the images and text you use meet one of the following criteria:
• They promise an aspirational identity.
• They promise to solve a problem.
• They state exactly what they do.
Take a look at your website and make sure it’s obvious what you can offer a customer.
Obvious Calls to Action
There are two main places we want to place a direct call to action. The first is at the top right of our website and the second is in the center of the screen, above the fold.
Images of Success
We believe images of smiling, happy people who have had a pleasurable experience (closed an open story loop) by engaging your brand should be featured on your website.
A Bite-Sized Breakdown of Your Revenue Streams
Very Few Words
People don’t read websites anymore; they scan them.
Think again about our caveman sitting in his cave. “You sell cupcakes. Cupcakes good. Me want eat
cupcake. Me like pink one and must go to bakery now.” Most of us err too far in the opposite direction. We use too much text.
and the onboarding experience is more like being adopted than getting hired.
the onboarding is more about the company’s customers than it is about the company itself.
Our new recruit is then invited to a special luncheon for new hires hosted by the CEO. During the luncheon, the CEO delivers a short but powerful keynote based on the company’s BrandScript. The keynote is invigorating, the CEO is intoxicating in his love for the company’s customers, and the whole thing backs up what the new recruit learned during the onboarding course.
The grand finale? A
short film, based on the company’s StoryBrand BrandScript, about the amazing impact the organization is making not only in business ...
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Pictures of customers are plastered all over the walls, celebrating their successes.
His daily tasks are not mundane but are specific objectives that have him working together with other teams to help their customers solve the problems that are frustrating them.
behind it all is a leadership team that understands the power
of story, has created a StoryBrand BrandScript, and has learned to implement that narrative in every facet of the organization.
Around the StoryBrand office, Ben uses the term thoughtmosphere.
A thoughtmosphere is an invisible mixture of beliefs and ideas that drives employee behavior and performance.
The number one job of an executive is to remind the stakeholders what the mission is, over and over.
A true mission isn’t a statement; it’s a way of living and being. A mission is more than token rituals that make momentary reference to the things your employees should care about. A mission is a story you reinforce through every department strategy, every operational detail, and every customer experience. That’s what it means to be a company on mission
When you leverage the StoryBrand Framework externally, for marketing, it transforms the customer value proposition. When you leverage it internally, for engagement, it transforms the employee value proposition
