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1-Page Summary of Building a Storybrand
Overview
In the book Building a StoryBrand: Clarify Your Message So Customers Will Listen (2017), Donald Miller argues that companies fail not because they lack quality products or services, but rather because their marketing and messaging is unclear. To create better messages, businesses should use the seven-part framework developed by his consulting company, The StoryBrand Company. By using this framework to reshape advertising campaigns and slogans, businesses can improve sales while also fostering relationships with customers and creating a fulfilling workplace environment for employees.
Most stories contain seven basic elements. One of those elements is that a hero faces an obstacle and seeks out help to overcome it, which can be found in popular movies like Harry Potter and books like The Hunger Games. A company can use this element by positioning itself as the friendly mentor who offers solutions to customers’ problems.
Many business owners want to tell a story about their company. However, the problem is that they often focus on themselves and fail to explain how consumers can benefit from their products. The companies should instead focus on why customers need those products or services and what makes them special.
When business owners understand their customers, they can better help them solve their problems. Businesses should empathize with the struggles that customers face and position themselves as guides who will offer solutions to those struggles. For example, a cleaning company might help someone overcome embarrassment when entertaining guests by offering a solution for a messy home. To market their products, businesses should focus on common fears of potential clients and emphasize how purchasing the product will improve their lives after it’s purchased (for example: provide testimonials).
When companies tell stories about themselves, it gives them a clear identity and helps their customers understand what they do. It also allows businesses to help others in addition to making money.
Key Point 1: Customers gravitate toward products that appeal to their need for survival.
People are still drawn to products and tools that help them survive. Although they no longer have to fight for daily security, their subconscious minds will still prefer products that can help them find food, safety, and lasting relationships. Therefore, companies need to explain how their product helps customers thrive in order for the customer to buy it.
Companies don’t need to directly offer a danger, but they can indirectly give customers the chance to improve their survival skills. Luxury brands give people the opportunity to improve their reputation and status. Generosity can also help an individual’s reputation in society; for example, a non-profit could award donors with titles or awards that represent their philanthropy, which improves their standing with neighbors.
In some cases, companies sell products that can be dangerous to their clients but market them in a way that appeals to the customers’ survival needs. For example, alcohol is addictive and can cause liver damage when used excessively. However, liquor companies often advertise it by showing how much social capital an individual will gain if they use it. They might show images of a rich man surrounded by beautiful women while drinking their product or portray a woman catching up with her friends over wine. By focusing on the social benefits of using their product instead of the dangers associated with excessive consumption, liquor companies are able to sell more products even though they could potentially harm customers.
