Simona Cellar – Brand Designer – Crafting a transformational story for better customer engagement: How to better connect with your target audience through messaging
Crafting a transformational story for better customer engagement: How to better connect with your target audience through messaging
When you feel like something is missing within your branding, the simplest change you can make, is improving your messaging. The StoryBrand framework by Donald Miller is a great method to do just that.
What’s a StoryBrand?
A StoryBrand is a captivating narrative that places your customer as the hero and positions the brand – your business – as the guide. It helps clarify your brand message and creates an emotional connection with your target audience.
The framework includes seven key elements:
- 1. Identifying the hero’s problem
- 2. Presenting the brand as the guide
- 3. Offering a clear plan
- 4. Providing calls to action
- 5. Highlighting the consequences of inaction
- 6. Painting a vision of success
- 7. Ensuring consistency across marketing channels
Creating Your Own StoryBrand
Are you ready to create your own StoryBrand? Give it a try with the following steps:
Step 1: Define Your Target Audience
Understand your ideal customers, their needs, desires, and pain points. Research and collect everything you can find on said topics.
Step 2: Identify the Hero’s Problem
Identify your customer’s primary problem from your research and clearly articulate it. Also include their struggles to evoke empathy and understanding.
Step 3: Position Your Brand as the Guide
Showcase how your business helps your customers overcome their challenges. Act as the expert and guide that leads them out of their problem.
Step 4: Offer a Clear and Actionable Plan
Provide a simple, step-by-step plan that leads customers towards their desired outcome. Make it easy for them to see the path to success with your business.
Step 5: Provide Calls to Action
Identify instances within your customers journey, where you encourage your customers to take specific actions that align with your plan.
Step 6: Highlight the Consequences of Inaction
Show the potential negative outcomes if customers don’t engage with your brand. Tap into their fear of missing out on a better future.
Step 7: Paint a Vision of Success
Illustrate the positive transformation your customers can achieve with your products or services.
Applying your StoryBrand within your business
Once you have your StoryBrand it can be spread across all instances along the customer journey:
- • Website: Website’s messaging guides visitors towards taking the desired action.
- • Marketing Materials: email campaigns, social media posts, advertisements, content marketing.
- • Sales Presentations
- • Customer Support
- • Brand Storytelling: Share your brand’s journey and milestones and how it relates to your customer’s journey.
When you create your own StoryBrand it gives your messaging more focus, engages your customers emotionally, and provide clear paths for action. I love this framework, because you get to make a significant impact only through messaging.