Building a Story Brand: Clarify Your Message So Customers Will Listen by Donald Miller

For businesses looking to build a strong brand, Donald Miller’s book, “Building a Story Brand: Clarify Your Message So Customers Will Listen”, is an essential read. In it, Miller reveals his seven-point framework for creating a story for your business that customers can latch onto.

Miller believes that much of the storytelling utilized by companies today is ineffective because it’s usually too self-centered. He explains that this tactic leads to customers tuning out the messaging and instead seeking out another company that speaks to them on a more personal level.

Miller outlines that companies need to move away from talking about themselves and begin giving customers a role to play in the story. He suggests that by identifying the customer’s identification and connecting this to a dream goal, companies can create a story that resonates with customers and drives engagement.

The seven-point framework Miller presents consists of the following:

1. Establish a Hero

The first step in story-selling involves identifying your customer as the hero who will journey to achieve their goal. This allows businesses to relate to their customers on a personal level, as they are helping to advance the customer’s individual mission.

2. Pinpoint the Hero’s Problem

The next step is to find the protagonists’ main problem. This will determine what they will need to do to go on their journey and achieve their goal.

3. Introduce a Guide

The customer needs someone to help guide them on their journey. This is where businesses come in. It is essential for them to be the guide that directs their customer and takes them through the steps of the journey.

4. Introduce a Plan

This involves outlining the steps the customer must take to overcome their problem and reach their desired comes. This also is an opportunity for businesses to showcase why their services or product will help the customer reach their goals.

5. Unveil the Antagonist

The customer’s journey is not without its challenges. Customers must have a villain to combat on their journey. Identifying the villain can help the customer understand more clearly why they need the help of you and your business.

6. Highlight the Success

The customer must be presented with a successful outcome. Showcasing that their problem can be solved will give them the motivation to break through the challenges on their journey.

7. Present the Call to Action

The ultimate goal of story-selling is to get the customer to act. Companies must present customers with an actionable next step in order to convert them into paying customers.

Donald Miller’s book “Building a Story Brand: Clarify Your Message So Customers Will Listen” is an excellent resource for any company looking to solidify their brand’s story. Using Miller’s seven-step framework can help businesses identify their customer’s problem, create a plan of action, and introduce the motivations and obstacles to them, allowing them to engage with their customers in a more meaningful way. It is an invaluable asset for any business looking to create a brand that customers can relate to.