StoryBrand 7 Part Framework

1 Character

Our story begins when we meet the main character, the Hero, and we find out what they want. Who is the Hero of your brand story?

The Hero of your brand story is not you. The Hero is your Client.

A Hero needs help. They need a Guide to help them fulfill their destiny, right?

You are the Guide. Your brand message must center on the Hero and what they want.

2 Has a Problem

The Hero has many obstacles to overcome before they can find success.

• Villain: This is the thing or idea you and your Clients are fighting.
• External Problems: Surface issues your Client faces.
• Internal Problem: What feelings do they experience without a solution?
• Philosophical Problem: Why is it wrong that your Clients experience this?

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3 Meets a Guide

Clients aren’t looking for a Hero. They’re searching for a Guide.

• Empathy: You understand the Hero’s problems.
• Authority: You have what it takes to help the Hero overcome them.

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4 Gives Them a Plan

The Guide always has a plan to help the Hero. Keep it simple—3 steps work best.

5 Calls Them to Action

At last, it’s time to ask for the sale. Ask your Clients to take action.

• Direct CTAs: Buy our product or engage our services.
• Transitional CTAs: Free resources to help them on their journey.

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6 Ends in Success

What will success look like for the Hero?

The Hero goes from ___________ to ___________.

7 Helps Them Avoid Failure

Remind the Hero of what happens if they fail.

What do they risk if they don’t take action?