Here’s How To Use Your BrandScript
StoryBrand BrandScript is vital to the life of your business. StoryBrand BrandScript allows you to connect with your customers on a new, personal level.
A StoryBrand BrandScript is a seven-part framework from StoryBrand that helps you clarify your business’ message in a simple format.
Here’s a brief overview of the seven-part framework:
- Every story begins with a character who wants something
- A problem gets in the way of the character achieving their goal
- The character meets a guide who can help them achieve their goal
- The guide gives the character a plan
- The plan calls them into action
- The action taken by the character avoids failure
- The character achieves success (reaches their goal)
Before you begin creating your StoryBrand BrandScript, and to save you time and money, make sure you understand these four common StoryBrand BrandScript mistakes that we see every day.
Too Many Products/Services
Your product or service solves a problem. It’s why people search you out and give you money. However, if your company has too many products or services—aka too many problems to solve—your StoryBrand BrandScript will seem like noise.
Ideally, your product or service solves one problem. That way, your customers won’t have to guess or be confused about what they are buying. If you have too many products or services, do more research to narrow down your business’ focus.
Too Many Target Audiences
Your target audience is the specific demographic of people most likely interested in your product or service.
First of all, your company should have a primary target audience and you need to know who that is. If you don’t know your target audience, how will you know what to say to identify your product with them? Research to identify your target audience.
Some companies try to branch out and go after other target audiences to bring in more profits. While this might be a good idea in the right circumstances, you have to make sure your StoryBrand BrandScript still works with all of them.
You won’t see any results if you don’t create your StoryBrand BrandScript specifically for your target audience. Having too many target audiences means your StoryBrand BrandScript will be diluted across all of your target audiences.
Leaving Out One of the 7 Parts of the Framework
As mentioned above, the seven parts of the StoryBrand framework are essential to creating your business’ BrandScript. It is a specific formula that has been in every great story throughout the ages, from the Odyssey to the latest bestsellers.
So what happens if you leave out just one part of the StoryBrand framework? The whole story collapses. What would happen to great stories like the Odyssey if one piece—an important piece—was suddenly omitted? Either the story wouldn’t make sense, or the story would be lacking and ineffective.
The same idea applies to your StoryBrand BrandScript. Leave out an essential part, and the message of your business gets lost and becomes ineffective.
Making a Great BrandScript, But Stopping There
While creating a great StoryBrand BrandScript is an essential part of your business’s marketing success, it is not the only part. Just as your BrandScript can suffer if you leave out a part of the StoryBrand framework, if you leave out the other aspects of great marketing, your BrandScript won’t be as effective.
Other aspects of marketing that are essential to growing your business, besides an excellent StoryBrand BrandScript, are:
- Not building a great website to match what you’re selling
- Not developing a content strategy to keep your marketing plan on track
- Not creating a compelling offer to entice your customers after you have hooked them with your StoryBrand BrandScript
Creating a StoryBrand BrandScript is very important to the overall success of your business. It is a vital part of your marketing plan and the face of your business. A great StoryBrand BrandScript can make or break the rest of your marketing plan and impact the sales of your business in many different ways.
Creating a StoryBrand BrandScript can be quite time consuming and complicated. Of course, it doesn’t have to be. Lantern Marketing is a StoryBrand Certified Agency, and we can help you build the business you want while avoiding the mistakes that we see everyday.