When it comes to building a successful brand, it can be easy to get caught up in the details and lose sight of the bigger picture. But in "Building a StoryBrand," Donald Miller offers a clear and concise framework for simplifying your brand message and creating a compelling story that resonates with customers.
The 7 Universal Story Points:
One of the key concepts in "Building a StoryBrand" is the idea of the "7 Universal Story Points." These are the building blocks of a compelling story, and Miller argues that incorporating them into your brand messaging can help simplify your message and make it more effective. The 7 Universal Story Points are:
- A character who wants something
- A problem that must be overcome
- A guide who can help the character
- A plan that the guide offers
- A call to action
- The success that comes from following the guide’s plan
- The character’s transformation
Using the 7 Universal Story Points:
Miller suggests that businesses should focus on positioning themselves as the guide that can help customers overcome their problems, and offering a clear call to action. This simplifies the brand message and makes it more effective by providing a clear and compelling story that customers can easily understand and relate to.
Simplifying the Brand Message:
Another key takeaway from "Building a StoryBrand" is the importance of simplifying the brand message. Miller argues that businesses often make the mistake of trying to communicate too much information in their branding, which can confuse customers and make the brand appear less trustworthy. Instead, he suggests focusing on one core message and communicating that message in a clear and concise way.
The Brand Promise:
Miller also emphasises the importance of creating a "brand promise" – a clear statement that communicates the unique value that a business offers to its customers. This brand promise should be simple, memorable, and communicate the unique value that sets the business apart from its competitors.
The Clear Brand Message:
Miller suggests that businesses should also create a clear and consistent brand message that is communicated across all touchpoints, from advertising to customer service. This helps to create a consistent and cohesive brand experience for customers, and makes the brand more memorable and trustworthy.
"Building a StoryBrand" offers a clear and concise framework for simplifying your brand message and creating a compelling story that resonates with customers. By incorporating the 7 Universal Story Points, focusing on positioning yourself as a guide, simplifying the brand message, creating a brand promise, and communicating a clear and consistent message, businesses can create a brand that is more effective and memorable. If you're looking to build confidence in your own branding, this book is an invaluable resource.