Building a StoryBrand
by Donald Miller · Published 2017
For anyone working in marketing it offers a simple, usable framework: brand messaging should be built around the customer's problem, not the company itself. A little oversimplified, but practical to apply.
What works
- Very easy to understand.
- Immediately applicable to marketing.
- Excellent messaging framework.
- Particularly useful for websites and landing pages.
What doesn't
- Simplifies branding.
- Not a complete marketing strategy.
- The framework can feel formulaic when overused.
- Doesn't address positioning and competitive strategy deeply enough.
Customers understand brands more easily when the customer is positioned as the protagonist and the company as the guide helping them solve a problem.
For anyone working in marketing it offers a simple, usable framework: brand messaging should be built around the customer's problem, not the company itself. A little oversimplified, but practical to apply.
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