‘Directives’ From Donald Miller’s Building A Story Brand

If you haven’t guessed, the DTC team loooves to read. One of our recent favourites is Donald Miller’s Building a Story Brand.

We decided to take his Story Brand Framework and turn it into key ‘directives’ (aka content that becomes action). 

Copy and paste this into a document and get your team collaborating on these questions to weave narrative into your brand (+ get your organization aligned):

1. What does the person we seek to serve -- the hero -- want? Remember to think based on survival and thrival (e.g. conserve time, financial resources, build social networks, meaning, desire to be generous, gain status).

2. What is our customer’s -- the hero’s -- problem?

• Villain // Every story has one: the root cause of the problem→ 
• External problem // The 'obvious' problem → 
• Internal // How does the villain make our customer feel →
• Philosophical // Why is this just plain wrong? →

3. The hero meets a guide -- us! There are two ways we can position ourselves as the guide:

• Empathy → What brief statement can we make that expresses empathy and understanding? 
• Like you, we are...
• We understand how it feels to…
• Nobody should have to experience…
• Like you, we are frustrated that...
• We care about you because...
• Authority → How can we demonstrate competency in solving our customer’s problem?
• Testimonials
• Customer stories
• Stats
• Awards
• Logos (B2B)

4. We give them a plan → The plan creates clarity.

• Process Plan // Are there 3-4 simple steps our customers can take that would lead to a sale or explain how they would use our product after the sale?
• Example: 1. Schedule appointment 2. We create a customized plan 3. We send a tailored product
• Agreement Plan // List the agreement we can make with our customers that would alleviate their fears of doing business with us // This plan tends to work in the background
• Example: 
• Give ‘The Plan’ a name (e.g. The Barista Blueprint) → 

5. We call them powerfully to action → 

• Direct CTA
• Order now
• Call today
• Schedule an appointment
• Register today
• Buy now
• Indirect / Transitional CTA (e.g. samples, free information, free trials)? Great for brand equity and warming up the relationship.
• Get Free Sample
• Download Free Coffee Guide: Start Your $1 Trial

6. That ends in success // What’s the positive changes our customer will experience from having purchased our product? → 

7. And helps them avoid failure // What’re the negative consequences of not buying our product? → 

8. Character transformation // From --------> To

• How were they feeling before they encountered our brand?
• Who will they become after they’ve joined our brand?

• Aspirational identity → Who do they want to become? Example: From anxiety-ridden, confused, and lost // To: Competent, in charge, relaxed → Free.

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Was this ‘directive’ helpful? Hit ‘Reply’ to let us know! And be sure to check out the book here.