We’re sharing 3 common StoryBrand Brandscript mistakes we see made by business owners. You most likely found this blog because you’re reading the Building A StoryBrand book or you signed up at MyStoryBrand.com and don’t think you’ve filled out your BrandScript the right way. Read on to find out what they are and how to fix them.
3 StoryBrand BrandScript Mistakes To Avoid
- Starting in the wrong BrandScript box.
- Not making all 7 boxes line up with 1 clear focus.
- Rushing to fill it out.
The BrandScript is essentially designed to help you understand what makes your brand unique and how it can be communicated to customers in an engaging way.
If the word BrandScript is confusing, scroll down first. I answer some common questions we get about the StoryBrand BrandScript.
Mistake #1: Starting in the wrong BrandScript box
Most people start in the box labeled “A Character – What do they want?” I mean that makes sense. Why wouldn’t we start with the very first box on the BrandScript? It’s what Donald Miller talks about first in his book. This is true, but stick with us and we’ll explain.
The problem with starting here is that while it’s great to know what the character wants, it does nothing to identify the stakes or who they ultimately want to aspire to be. Make sense?
But if you got to a 2-day StoryBrand Marketing Livestream event Dr. J.J. will have everyone start in the “Character Transformation” box on the lower right-hand side of the BrandScript; it’s the very last box.
Starting in the “Character Transformation” box is how we as Guides are trained also. I started here for years when I’d work with clients 1-on-1 or in private workshops for their company.
So, what question needs to be answered for this part of your BrandScript? Here it is…
Character Transformation Question:
Who are you helping your customer become?
This question has to do with the ASPIRATIONAL IDENTITY that the hero of the story wants for themselves. Words and ‘ways of being’ that are great examples of this are when the hero goes from weak to strong, from unsure of themselves to confident, from scared to brave. These are the character arcs that we always want to see in the movies we watch or the stories we read.
So, ultimately this is where you’ll want to start if you’re going at it alone. We’re sure you’ve heard at least one or two variations of the following:
Pablo Picasso — ‘Learn the rules like a pro, so you can break them like an artist.’
Dalai Lama XIV — ‘Know the rules well, so you can break them effectively.’
The fact is that once you’ve mastered something, there’s some freedom and more ability to take some creative liberty. This is what’s happened to me over the years.
After writing 56 BrandScripts (I literally just counted them in MyBrandScript.com) and having helped dozens of people I coached at the StoryBrand Marketing Livestream events…
I now start in a different box.
For the past year, when I work 1-on-1 with a local business owner I like to fill out the 3-step Process Plan box first.
When you work with a StoryBrand Guide, we are trained to ask you a bunch of questions on a BrandScript Coaching Call.
I start by asking them to tell me about the top 3 products and services they offer. Then we narrow it down to 1 service if possible.
You may be thinking “But wait, Liz! I can’t narrow it down to just 1. I have multiple services and I need to do a discovery call first to figure out which one to do first.”
If this sounds like you then don’t fret! Many of us feel that way when we have multiple services or products to offer. In a way, it feels like we’re lessening our own importance and not putting everything we’ve got out there.
The thing is, we must first identify the ONE aspirational identity that you’re focused on providing your clients. This is the ‘umbrella’ under which you’ll operate. Once you hone in on that overall identity, you can then switch focus to each and every service or product and work on the same discovery.
Step 1 of your process plan is “Book A Call” or “Schedule An Appointment”.
Mistake #2: Not making all 7 boxes line up with 1 clear focus
Donald Miller says, “If You Confuse, You Lose.”
Continuing on with the idea of the overall aspirational identity (the umbrella mentioned above), let’s cover the second mistake people make with their BrandScripts by not having ONE CLEAR FOCUS.
It’s helpful to describe this as the through-line. Oxford defines a through-line in the following way: a connecting theme, plot, or characteristic in a film, television series, book, etc.
When you watch a television series, for example, while there may be differences between seasons, there is usually a through-line in the form of characters and their personal stories and/or specific storylines.
When it comes to creating a BrandScript for your company, it will help you to clarify the one clear focus before moving on to create them for your other products and services. You want that through-line to keep you and your company’s goals and purpose-focused.
Mistake #3: Rushing to fill it out
When you attend the StoryBrand Marketing Livestream you’ll take 2 days to fill out your BrandScript and you’ll get coaching around every box so that you know you are doing it right.
I’ve been a StoryBrand Guide since February 2019 so when I work with clients we finalize their BrandScript within 10 days. We do two 60-minute coaching calls.
The first is where I ask a bunch of questions so that over the next 7 days I can work on filling out your BrandScript. It takes strategy, focus, and intuition to make sure I pick the right 3-5 words to put in each of the 7 boxes.
I typically block off a second hour to fill out the BrandScript right away while my ideas are fresh. But I wait 7 days to present it.
I think it’s important to not rush the process.
I’ll revisit it a couple of days later and make some changes.
I’ll show it to my husband Robert who also became a StoryBrand Guide in February 2019. He is the OneLiner (elevator pitch) master so we spend another hour working on that together.
When I present the BrandScript to my client, I also give them a OneLiner and a video script so they could use their newly updated brand message on social media. Most of the time we don’t have to make too many tweaks.
They can now move onto the next course Marketing Made Simple and create a website sales funnel.
Here are some more questions we get around the StoryBrand BrandScript…
What is a BrandScript?
StoryBrand BrandScripts are the tools you use to create a compelling brand story. They’re like a playbook for how to tell your story. It’s your hero’s journey from what they are at first to what they eventually become.
This is the structure of every great story. A character faces a challenge, meets a guide who gives him or her a plan and calls them to take action.
Hero’s Journey Examples
- Star Wars – Luke Skywalker
- The Lion King – Simba
- Harry Potter – Harry Potter
- The Hunger Games – Katniss
Katniss Everdeen as the reluctant, albeit voluntary tribute, scarcely living on broken spirit and freshly harpooned squirrel meat, to the hero she didn’t even realize she could be. Simba, from the scarred victim of his evil uncle’s nefarious schemes to his rightful place as KING!
Check out another blog we wrote on How To Use A StoryBrand BrandScript
What is the SB7 framework?
It’s not just about telling stories. It’s about creating an emotional connection with your audience that will lead them to want to do business with you.
In order to achieve this, you need to build trust, empathy, and excitement. You need to connect with your audience on a human level. That’s what the SB7 Framework does.
How do I write a good BrandScript?
You should start by defining your audience. Who are they? What challenges do they face? How do they feel? Brainstorm these things. Don’t worry about getting it right. Just brainstorm and get ideas and words down on paper. You can revisit and edit as many times as needed.
Once you understand these things, you can begin writing down all the elements of your hero’s journey. This includes:
Character – The Hero
Who is your hero? Why is he or she different from everyone else? What do they want?
What is your hero’s problem? What is the biggest obstacle to achieving his or her goal?
Guide (hint hint… that’s you!)
Who is the guide and why are they able to show empathy for the hero’s problem and demonstrate authority in solving this problem?
Gives The Hero A Plan
What is the plan?
Call To Action
What is the call to action?
Ends In Success OR Failure
What happens at the end of the story? What are the things your hero would define as success? What are the tragic things that will result if the hero fails? Don’t be scared to raise the stakes. That will always help you identify the root of everything which is what you’re trying to achieve.
This is the ASPIRATIONAL identity. This is what it’s all about. This is WHY people buy products and services. They aspire to be whatever THIS is! This is the kind of person they want to be. This is how they want the world to see them.
What is a StoryBrand copywriter?
A StoryBrand Copywriter is someone who has mastered storytelling. They know how to take your brand message and turn it into a compelling story that makes people want to hear more.
Why hire a StoryBrand copywriter over other types of writers? Because they’re experts in the field. They’ve been doing this for years. And they know exactly what works and what doesn’t when it comes to storytelling.
If you’re looking for a writer, look no further than a StoryBrand copywriter.
StoryBrand Copywriters have expertise in:
– Writing compelling content
– Creating engaging headlines
– Crafting beautiful imagery
– Developing creative strategies
– Optimizing content for SEO
– Writing web copy
– Producing email campaigns
– Writing sales letters
– Publishing press releases
– Writing product descriptions
– Writing blogs
– Writing ebooks
– Writing white papers
– Writing articles
– Writing reviews
– Writing case studies
– Writing research reports
– Writing proposals
What should you look for in a StoryBrand copywriter?
In general, a good writer will:
– Have the ability to write with clarity and conciseness.
– Be able to convey your message effectively, persuasively, and succinctly.
– Work well with a team of designers and developers if necessary.
– Understand your business model and be able to communicate that clearly.
– Know how to use the right tools to make their job easier.
– Be willing to learn new things and take on challenges.
– Be passionate about what they do.
When it comes to hiring a copywriter skilled in StoryBrand, don’t be afraid to ask to see previous work and look into testimonials. They will likely have clients who are very pleased with the results they’ve achieved after hiring their StoryBrand copywriter. They won’t mind sharing the information with you so that you know you’re making a wise decision.
What are StoryBrand websites?
StoryBrand websites use the overall company BrandScript on the homepage of their website using a wireframe template. The copy and layout of a homepage are very strategic so that people take action and don’t leave your website without scheduling a call or buying something.
Click here to download our StoryBrand Website Wireframe Template.
Do you have questions that we can help answer for a better understanding of how the StoryBrand BrandScript could be best used for your specific business? Schedule A Call with us today and we’ll explore the options together!
If you decide to go it alone, we encourage you to read through this blog again and as you do, keep the following in mind:
- Keep an eye out for any gaps in your brand story, or areas where you could improve your branding.
- Identify opportunities to communicate your brand story more effectively.
- Take your time! Set a goal to have the first draft of your BrandScript complete after one week. Then revisit week two and make revisions.
Happy Story Branding! Have you tried brainstorming and filling out your own StoryBrand BrandScript? How’s it going so far? Do you feel stuck on anything in particular? We want to know! Drop a comment below.