TL;DR: StoryBrand Framework in Action
- The StoryBrand framework makes your customer the hero and your brand the helpful guide.
- Use seven simple steps to clarify your message and show a clear path to success.
- Strong calls to action and empathy build trust and boost conversions across your marketing.
- StoryBrand improves web design, social media, and sales by focusing on what your customer really wants.
- EV Agency uses StoryBrand to turn complex marketing into clear, story-driven systems that get results.
Out in the wild world of marketing, it’s easy to lose your bearings. One minute you’re climbing the SEO mountain, the next you’re stuck in a swamp of jargon, lost in a fog of features and funnels. But there’s a compass that helps brands find their way—and it’s called StoryBrand.
Marketing today moves fast. There are more channels, more noise, and more competition than ever before. A lot of good brands fall behind—not because they don’t have great products, but because their message gets lost. They talk about themselves, their features, their credentials… and customers walk away confused.
If your website, ads, or emails feel cluttered, complicated, or ignored, chances are your brand story isn’t clear. The good news? There’s a simple framework to fix that. And it starts by flipping the script.
What Is the StoryBrand Framework?
StoryBrand is a storytelling-based marketing framework created by Donald Miller. But it’s not about telling your story.
It’s about telling your customer’s story—and casting your brand as the trusted guide who helps them win.
At its core, StoryBrand flips the script:
- The customer is the hero.
- Your brand is the guide.
- The journey follows a clear path: from challenge, to plan, to success.
If you’d like to hear it straight from the source, check out Donald Miller’s TED Talk where he shares how storytelling principles can transform your marketing.
This structure isn’t fluff. It’s rooted in the timeless narrative formula that our brains are wired to understand. Seven parts, one powerful message:
- A character (your customer)
- Has a problem (external, internal, and philosophical)
- And meets a guide (your brand)
- Who gives them a plan
- And calls them to action
- That helps them avoid failure
- And ends in success
Let’s explore what each part means—and how to bring it to life.
1. The Customer Is the Hero
Your marketing starts with a clear picture of who you’re helping. Not demographics alone—but their ambitions, challenges, and emotional state. What do they want more than anything? What are they trying to achieve?
Example: For a construction software company, the hero might be “Project Manager Paula,” who wants to streamline jobsite reporting. She’s frustrated by delays, and she’s tired of paper-based systems.
The clearer the character, the better your story.
2. The Hero Has a Problem
Every story needs conflict. Without a problem, there’s no reason to act. StoryBrand breaks this into three types:
- External: The surface-level issue. (E.g., Paula’s team is always behind on reports.)
- Internal: The emotional impact. (She feels overwhelmed and under pressure.)
- Philosophical: The big-picture injustice. (It shouldn’t be this hard to do a good job.)
When you name the internal and philosophical problems, you connect at a human level. That’s what makes your message stick.
3. The Brand Is the Guide
You’re not the hero. You’re the Yoda, the trail guide, the Sherpa.
That means two things:
- Show empathy: “We understand what you’re going through.”
- Show authority: “We’ve helped others like you.”
This builds trust. Customers stop seeing you as a vendor—and start seeing you as someone they can rely on.
4. The Guide Gives Them a Plan
Confused customers don’t buy. They need a simple path forward.
That’s where the plan comes in. It might be three simple steps:
- Schedule a demo
- Choose your features
- Launch and get results
The plan should remove friction. Make it feel easy and clear. Don’t overload your prospect with options or steps.
5. The Guide Calls Them to Action
Most websites fail because they don’t ask clearly enough.
Your call to action (CTA) needs to be direct, visible, and repeated.
Bad CTA: Learn More
Great CTA: Get a Free Quote, Book a Call, Start Your Trial
Every piece of marketing should have one clear CTA. People need to know what the next move is.
6. Show What’s at Stake
Every hero needs motivation. That means showing what they’ll lose if they don’t act.
Will they waste time? Miss opportunities? Keep feeling stuck?
On the flip side, highlight what success looks like:
- Paula finally gets real-time jobsite data
- She looks good to her boss
- Her team works smoother
Fear and hope are both powerful. Use both.
7. The Story Ends in Success
Finally, show the transformation. The hero wins. The problem is solved. The stress is gone.
Paint a picture of life after choosing your brand.
“You’ll stop chasing spreadsheets. You’ll have control. You’ll look forward to Monday again.”
This is where trust turns into action.
How to Write Your Own BrandScript
You don’t need to guess. StoryBrand provides a tool called the BrandScript—a one-page plan that organizes all 7 parts of your message.
How to Start:
- Write a single sentence for each of the 7 elements.
- Keep your customer’s journey at the center.
- Use plain language—no fluff.
Example:
- Character: Busy project managers who need better jobsite visibility
- Problem: They’re stuck with slow, manual systems
- Guide: We understand the chaos of managing remote teams
- Plan: Book a demo, onboard your team, go live in days
- CTA: Book your free consultation
- Stakes: Lost productivity, project delays
- Success: Calm, confident project oversight
Once written, this becomes your go-to for marketing, sales scripts, and web content.
Common StoryBrand Mistakes to Avoid
Even good brands can get this wrong.
Watch out for these:
- Making your brand the hero: Customers don’t want to hear your life story.
- Skipping the internal problem: Emotional triggers drive action more than logic.
- Too much detail in the plan: Keep it short and sweet.
- Weak CTAs: Don’t leave people guessing what to do.
- Overly complex websites: Clarity wins every time.
StoryBrand in Action: Website Before & After
“We leverage scalable SaaS infrastructure to accelerate digital transformation.”
“Get all your systems talking. Integrate your tools in 3 easy steps—and gain full visibility across your operations.”
Same offering. Different impact. One feels like a mountain to climb. The other is a map.
How StoryBrand Impacts Marketing
From ads to emails, StoryBrand transforms how you talk to your audience:
- Clear Messaging: Every word supports a story your customer understands.
- Strong CTAs: You don’t just inform—you invite.
- Emotional Resonance: Your message speaks to internal frustrations, not just technical specs.
- Consistent Voice: You show up as a helpful guide in every channel.
With StoryBrand, your entire marketing system starts to work as one connected story.
StoryBrand in Sales: Less Pitch, More Path
Salespeople love StoryBrand because it shifts pressure off the pitch. They stop sounding like pushy closers and start sounding like problem-solvers.
By framing their role as a guide and showing customers a clear plan, they:
- Build trust
- Reduce objections
- Make outcomes feel real
People don’t want to be sold to. They want a guide who gets it. StoryBrand gives sales teams the words to be that guide.
How StoryBrand Shapes Web Design
Your homepage is like a trailhead. If it’s cluttered, confusing, or full of brand-speak, your customers bail before the hike even begins.
StoryBrand-inspired web design:
- Leads with a clear message (above the fold)
- Offers a simple plan to follow
- Sprinkles in strong calls to action
- Removes the fog—no jargon, no guesswork
It’s like building a bridge across a canyon. Clear, safe, and easy to cross.
Using StoryBrand on Social Media
In the fast-moving river of social media, attention is currency. StoryBrand helps you stand out by keeping the story clear:
- Center posts on customer problems and wins
- Show empathy and authority
- Use strong CTAs
- Share short success stories
You become the brand that feels like a guide, not a billboard. And people follow guides.
How EV Agency Uses StoryBrand
At EV Agency, StoryBrand is our compass.
Every time we build a campaign, redesign a website, or write a sales script, we follow the same trail:
1. We Define the Hero
We start by understanding your customer—what they want, what frustrates them, and what they’re chasing. We map out internal, external, and deeper philosophical problems.
2. We Frame You as the Guide
We don’t puff up your brand. We position you as the guide—empathetic, experienced, and ready to help.
3. We Create the Plan
We give your customers a clear path forward—simple steps, logical flow, no friction.
4. We Call Them to Action
We write calls to action that make the next move obvious—and urgent.
5. We Paint the Stakes
What happens if your customer doesn’t act? What success awaits if they do? We make both clear.
6. We Build a Story-Driven System
From landing pages to LinkedIn posts, we turn your entire marketing into a journey your customer wants to take.
7. We Highlight Real Success
We use testimonials, transformations, and customer wins to reinforce your authority as the guide.
8. We Keep Optimizing
We watch how people respond and fine-tune every element. Because the best stories evolve.
Final Word
The terrain of digital marketing can feel overwhelming. But with the StoryBrand framework, you don’t have to wander aimlessly.
You’ve got a map. A method. A way to turn complexity into clarity—and clicks into customers.
Want help building your story? Scout it out with EV Agency.
Need help choosing your next step? Get in touch with the marketing outfitters at EV Agency. We’ll help you chart the path—and walk it with you.
The StoryBrand method is a marketing framework that uses the principles of storytelling to clarify your brand message. Created by Donald Miller, this method positions your customer as the hero of the story and your brand as the guide.
StoryBrand is a marketing philosophy developed by Donald Miller that leverages the power of storytelling to connect with your ideal client. It’s designed to position your customer as the focal point of your messaging by addressing their pain points and the solutions your business brings.
StoryBrand refers to this as a “value-stack”. Communicate your business’ value through short, scannable paragraphs with eye-catching icons and your customers will immediately be able to see how your product/service can fit into their lives.
Absolutely. In fact, the clarity and emotional insight often stand out more in B2B settings.
A full StoryBrand refresh can take days to weeks depending on your marketing assets. But you’ll start seeing clarity immediately.
Yes—but most companies benefit from outside perspective. An agency trained in StoryBrand can see what you can’t.
Nope. StoryBrand works for sales decks, video scripts, ads, emails—every touchpoint.
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