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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