In our agency Book Club we discussed the power of the “story” with Donald Miller’s book “Building a StoryBrand.” In the book, Miller explains that for businesses to succeed, they need to clarify their message so customers will listen. One way for brands to clarify their messaging is through the power of storytelling. If you are interested in diving deeper into Miller’s StoryBrand framework, you can pick up a copy here. If you’re pressed for time, however, here are our top three takeaways.
As a brand, your number one enemy is noise – story is the solution
Our brains crave simple and predictable information. When we navigate through too much “noise,” our brains work harder and, ultimately, we lose interest. Brands want consumers to stay as engaged as possible when interacting with our messaging. Miller explains that the best way to cut through noise and make our messaging clearer is through a story. Stories are devices that make music out of noise, and when we use them to our advantage, our target audiences are more likely to keep listening.
Every story follows the same basic formula
In nearly every movie you watch or book you read, the story will follow the same basic formula: A CHARACTER who wants something encounters a PROBLEM before they can get it. At the peak of their despair, a GUIDE steps into their lives and gives them a PLAN, which CALLS THEM TO ACTION. That action helps them avoid FAILURE and ends in a SUCCESS. When you vary too far from this formula, you risk descending into noise.
Your brand is the guide – not the hero
Often, brands make the mistake of positioning themselves as the hero instead of the guide. Our target audiences already have a hero for their story – themselves. We will create a much more compelling story if we instead position ourselves as the guide who is there to help our hero navigate their journey to our brand.
Searching for a partner that can build your brand’s story? Email Nate Tredinnick at firstname.lastname@example.org to set up a call.