Developing Messaging for your Company

Creating a Brandscript

This is meant to be a guide to help us in the process of developing your company messaging, positioning and value proposition.

This is from Donald MIller's Website about Storybrand

Developing Your Own & Creating a One Liner

After learning how to create the Brandscript, you can copy and paste the information in Chapter 8 to write your own.

Chapter 1

A CHARACTER

WHAT DO THEY WANT?

What do your customers want as it relates to your product or service?

Chapter 2

Has A Problem

This is what builds tension and makes it meaningful

VILLAIN

Is there a root cause of your customers' problems? Can you personify this root cause as a villain? What is the villain in your customer's story?

EXTERNAL

What is a problem your customers deal with as it relates to your product or service?

INTERNAL

How is this villain making your customers feel?

PHILOSOPHICAL

Why is it "just plain wrong" for your customers to be burdened by this problem?

Chapter 3

AND MEETS A GUIDE

You're the guide like Yoda, they are Luke Skywalker

EMPATHY

What brief statement can you make that expresses empathy and understanding?

AUTHORITY

How can you demonstrate competency in solving your customer's problem?

Chapter 4

WHO GIVES THEM A PLAN

PROCESS

Are there 3 or 4 steps your customers can take that would lead them to a sale or explain how they would use your product after the sale?

AGREEMENT

List the agreements you can make with your customers to alleviate their fears of doing business with you.

Chapter 5

AND CALLS THEM TO ACTION

DIRECT

What is your direct call to action?

TRANSITIONAL

What transitional calls to action will you use to on-ramp customers?

Chapter 6

THAT ENDS IN A SUCCESS

List the positive changes your customers will experience if they use your product or service.

Chapter 7

THAT HELPS THEM AVOID FAILURE

List the negative consequences your customers will experience if they don't use your product or service.

Chapter 8

CHARACTER TRANSFORMATION
FROM

FROM

How was your customer feeling about themselves before they used your product or service?

TO

Who will your customer become after they use your product or service? What is their aspirational identity?

Chapter 9

Copy & Paste for the Exercise

Now it's time to develop your own, copy and paste this information into a word document and spend time developing your storybrand!

1 - A CHARACTER

WHAT DO THEY WANT?

What do your customers want as it relates to your product or service?

2 - HAS A PROBLEM

VILLAIN

Is there a root cause of your customers' problems? Can you personify this root cause as a villain? What is the villain in your customer's story?

EXTERNAL

What is a problem your customers deal with as it relates to your product or service?

INTERNAL

How is this villain making your customers feel?

PHILOSOPHICAL

Why is it "just plain wrong" for your customers to be burdened by this problem?

3 - AND MEETS A GUIDE

EMPATHY

What brief statement can you make that expresses empathy and understanding?

AUTHORITY

How can you demonstrate competency in solving your customer's problem?

4 - WHO GIVES THEM A PLAN

PROCESS

Are there 3 or 4 steps your customers can take that would lead them to a sale or explain how they would use your product after the sale?

AGREEMENT

List the agreements you can make with your customers to alleviate their fears of doing business with you.

5 - AND CALLS THEM TO ACTION

DIRECT

What is your direct call to action?

TRANSITIONAL

What transitional calls to action will you use to on-ramp customers?

6 - THAT ENDS IN A SUCCESS

List the positive changes your customers will experience if they use your product or service.

7 - THAT HELPS THEM AVOID FAILURE

List the negative consequences your customers will experience if they don't use your product or service.

8 - CHARACTER TRANSFORMATION FROM

How was your customer feeling about themselves before they used your product or service?

TO

Who will your customer become after they use your product or service? What is their aspirational identity?

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