Book SummaryBuilding a Storybrand, by Donald Miller

1-Page Summary1-Page Book Summary of Building a Storybrand

In Building a StoryBrand, marketing expert Donald Miller explains how to create the most effective marketing messaging and materials: by plugging your brand’s details into a story structure that casts your customer as the protagonist and shows how your brand will help them reach their story’s happy ending.

Miller devised his own formula of story structure into which you can enter the details of your company to create a storyline: a document telling the story of how your brand helps customers achieve their goals. You can then draw from the storyline to craft every piece of marketing collateral for your brand. The result will be cohesive, concise, and clear marketing that resonates with customers.

In this guide, we’ll discuss the two major errors most brands make in their marketing and how marketing stories correct those errors. We’ll then cover the seven parts of Miller’s story structure and show how you can implement your finished storyline across your marketing channels.

The Two Errors That Cause Marketing Material to Fail

Miller says that when creating marketing material, most brands make two fatal errors because they fail to understand or take into account how the human brain processes information.

(Shortform note: Miller’s idea that marketers must understand how the human brain works hasn’t always been a foregone conclusion. It wasn’t until the 1960s and 70s that psychologists—notably Ernest Dichter and David McClelland—explored consumer drives and the idea that businesses could market products to cater more effectively to the way we process information.)

The two errors marketers most often make are:

Error #1: Brands Don’t Articulate How They Help People Stay Alive or Prosper

If a brand’s marketing can’t articulate how it helps humans either stay alive or prosper, it will fail, Miller asserts. The human brain is wired to stay alive—by securing shelter, food, and community—and, once survival is secured, to prosper—by building self-esteem and a sense of purpose, and by self-actualizing. Customers therefore pay attention only to marketing that proves a brand can help them stay alive or prosper and overlook anything that doesn’t, concludes Miller.

(Shortform note: Byron Sharp, author of How Brands Grow, may agree that good marketing speaks to humans’ need to stay alive or prosper because appealing to these needs makes the marketing appeal to everyone. Sharp argues that demographic divisions, which marketers usually tailor content toward, aren’t accurate and that there’s more overlap between divisions than is commonly thought. In other words, almost all brands have the potential to sell to everyone, not just a specific segment of the population. Thus, to earn the most, their marketing should appeal to universal needs like those Miller identifies.)

Error #2: Brands Force Customers to Waste Calories Parsing Information

Miller writes that the second error brands make is forcing customers to expend calories sifting through irrelevant information. Many brands include excessive confusing or unhelpful information in their marketing, which doesn’t show how the brand helps customers stay alive or prosper. Trawling through this information burns calories customers would rather save for survival-related activities, so they tune out.

(Shortform note: Miller argues that we stop paying attention when faced with seemingly irrelevant, excessive information. In Blink, Malcolm Gladwell takes the idea that too much information is harmful even further by saying that when we take less information into account when making choices, we often make better choices. He calls such choices “snap decisions” and claims they’re fast, unconscious, and usually accurate. When crafting your marketing, you might consider that your customers are trying to make snap decisions about whether or not to buy your product and therefore only give them the minimum information they need to make the snap choice to buy.)

How to Correct the Errors: Create a Story

Now that we understand the two common errors brands make, what can we do to correct those errors? According to Miller, the best way to succinctly present brand information that’s conducive to staying alive and prospering is in a story format. Miller explains that a story format corrects the two errors by 1) forcing you to focus your message on how your brand helps customers stay alive and prosper, and 2) eliminating unnecessary information from your message.

(Shortform note: As Miller suggests, all good stories should focus on how a protagonist learns to stay alive or prosper and shouldn’t contain unrelated scenes or chapters. Still, despite following a story format (which we’ll discuss in the next section), many seasoned storywriters fall into the trap of including scenes or chapters they like but that don’t contribute to the overall narrative. Both writers and marketers in such cases must “kill their darlings”: Writers must eliminate redundancy and witticisms, and marketers must cut copy that sounds nice but doesn’t tell the customer how the brand helps them stay alive or prosper.)

Create a Story Using a Marketing Outline

To create a story, Miller advocates using his StoryBrand 7-Part Framework, which we’ll refer to simply as the marketing outline. This is a simplified version of the most common storytelling structure used in commercial films. Using this, you’ll create what...

Building a Storybrand Summary Part 1: Clarify Your Message | Chapter 1: Why Most Marketing Doesn’t Work

In Building a StoryBrand, marketing expert Donald Miller explains how to create effective marketing messages and materials:

• He first covers what doesn’t work—marketing that’s confusing, overwhelming, narcissistic, or takes too much energy to understand.
• Next, he covers what does work—framing your message as a story using a method called the StoryBrand 7-Part Framework (SB7).
• Finally, he covers: 1) how to implement your SB7 story into a variety of marketing materials and 2) how to leverage the power of story to create company culture and increase employee engagement.

Why Most Marketing Doesn’t Work

If you find that your brand is stagnant, it probably isn’t because your product is flawed. It probably is because there’s a problem with the message you’re sending out in your marketing. The only thing customers care about is how your brand can solve their problems. As a result, marketing that’s unclear or confusing, that doesn’t explain how your product solves problems, or that is self-centered and obsesses about the company's image, is doomed to fail.

Noise

Noise is the massive amount of distracting, confusing information that permeates the...

Building a Storybrand Summary Part 2: Create Your BrandScript | Chapters 2-4: The Hero

In Part 1, we learned that the best way to transmit a message is via story. There are many different ways to write stories—just think about how many books and movies there are out there—but there’s one tried-and-true formula that’s been tested throughout thousands of years of human history.

The author, who founded a company called StoryBrand, has streamlined this formula into a process called the StoryBrand 7-Part Framework (SB7). Using this framework, you’ll follow a step-by-step process to create a BrandScript, which is a document similar to the grids or storyboards that storytellers use to create movies or books. Once you’ve created your BrandScript, you’ll be able to draw on its ideas to write copy and create content you can use in your marketing materials.

The BrandScript is universal and will work for any size of company anywhere in the world. For example, after implementing the framework, in just four years, the author’s company doubled its revenue.

You can create multiple BrandScripts for your company at the overall, divisional, and product levels, and/or for different customer segments.

SB7

There are seven elements to the SB7 formula:

1....

Building a Storybrand Summary Chapter 5: Element #2—A Problem

The second of the seven story elements is the problem. In narrative, a problem is something that stands in the way of the hero getting what she wants. Problems engage the audience, maintain interest in the story, and make the audience more likely to trust the storyteller because they feel understood. (Shortform example: In the book The Paper Bag Princess, the dragon is the problem—the dragon burns all the princess’s possessions and kidnaps the prince she wants to marry.)

In branding, a problem is something the customer is frustrated by that your product or service can fix. (Shortform example: If you sell hand soap, the customer’s problem is that her hands are dirty, which creates a feeling of disgust.)

Problems are important to maintaining interest—without conflict, stories are boring. No one would keep watching. (Shortform example: Imagine that in the movie The Wizard of Oz, the wicked witch offered to give Dorothy a ride home after the first half-hour.)

First, we'll explore how to create a villain strong enough to mobilize customers. Then, we'll discuss the three problems your product or service should address, and how to write these problems (and their...

Building a Storybrand Summary Chapter 6: Element #3—The Guide (Your Brand)

The third of the seven story elements is the guide. In a narrative, the guide is a character who helps the hero solve her problem. (Shortform example: In The Karate Kid, the guide is Mr. Miyagi, a karate master who teaches hero Daniel how to fight.)

In branding, the guide is your brand, which will help the customer solve her problems and get what she wants. (Shortform example: if you sell hand soap, your brand offers customers the tools to get their hands clean.)

First, we'll discuss the dynamic between the hero and guide. Then, we'll discuss the two characteristics you should demonstrate as a guide, and how to write evidence of these characteristics into your BrandScript.

Heroes vs. Guides

You might be wondering why the brand is the guide rather than the hero—after all, heroes get things done and the story revolves around them. However, in stories, the hero is never the most capable character—heroes are self-doubting, reluctant, and inexperienced. Additionally, heroes are never capable of solving their own problems. If they could fix their own problems, there wouldn’t be a story. (Shortform example: At the beginning of the Disney movie Hercules,...

Building a Storybrand Summary Chapter 7: Element #4—The Plan

The fourth of the seven story elements is the plan. In a narrative, the plan is a method the guide gives the hero to alleviate her fears, help her get what she wants, and solve her problems. For example, in Moneyball, guide Peter Brand tells hero Billy Beane (general manager of a baseball team) to use algorithms instead of anecdotes to choose his players.

(Shortform note: To see the seven story elements of Moneyball in action, read our summary of the book.)

In branding, the plan is step-by-step instructions that the brand gives the customer. The instructions explain how to buy or use the product or service, or alleviate fears about spending money on the product or service. (Shortform example: If you sell hand soap, you might assure customers that your salespeople don’t work on commission—no one will pressure them to buy a scent they’re not sure about.)

The first three steps of the SB7 Framework were primarily about establishing characters and setting the scene. Step four is the first in which **the customer has to start doing something. She’s unlikely to do so unless you tell her exactly what to do next and how...

Building a Storybrand Summary Chapter 8: Element #5—Call to Action

The fifth of the seven story elements is to act. In a narrative, the guide pushes the hero to act. (Shortform example: In Lord of the Rings, Gandalf tells Frodo to take the ring to Mordor to destroy it.)

In branding, the brand calls the customer to action by providing a button on their website that allows the customer to buy or get more information about the brand’s products or services. (Shortform example: if you sell hand soap, you might create a button linking to a document called “How to Wash Your Hands Properly” that customers can download from your website for free.)

First, we'll discuss the importance of using calls to action and learn about the two different types. Then, we'll discuss how to employ them, and how to add them to your BrandScript.

The Importance of Calls to Action

Calls to action are critical because people don’t act unless something forces them to. For example, in Legally Blonde, Elle Woods decides to follow her boyfriend to law school only after he dumps her because he thinks she’s not “serious” enough to be his partner. **If you want a customer to buy something, you need to take the initiative and push them to do...

Building a Storybrand Summary Chapter 9: Element #6—Negative Stakes

There are only two motivations in life: 1) get something good or 2) avoid something bad, and the last two elements of the SB7 Framework address these motivations.

The sixth of the seven story elements is the negative stakes—what happens if the character fails to act, fails to solve the problem, and fails to get what she wants? In a narrative, the possibility of loss—and the terrible consequences loss comes with—creates suspense and motivates the audience to stay engaged with the story. (Shortform example: In Harry Potter, if hero Harry doesn’t defeat villain Voldemort, Voldemort will take over the wizarding world and torture or murder people.)

In branding, the possibility of loss—the bad things that will happen to your customer if she doesn’t buy your product—motivates your customer to continue looking for a solution to the problem and a happy ending to her story. (Shortform example: if you sell hand soap and your customer doesn’t buy it, her hands will be filthy and could infect her with diseases.)

Stakes are important because every moviegoer and customer, when confronted with a story, is always subconsciously asking, “Why should I care?” and “Where can...

Building a Storybrand Summary Chapter 10: Element #7—Positive Stakes

The last of the seven story elements is positive stakes—what happens if the character successfully acts, solves the problem, and gets what she wants? In narrative, the possibility of gain—and the happy ending it comes with—motivates the audience to stay invested in the story. (Shortform example: In Harry Potter, if hero Harry does defeat villain Voldemort, the wizarding world will be safe, and Harry can have a normal life and start a family, something he’s wanted since Voldemort killed his parents.)

In branding, the possibility of gain—and the positive stakes it comes with—motivates the customer to buy your product. (Shortform example: if you sell hand soap, and people buy it and use it, they’ll be clean and healthy.)

The goal of this element is to close the gap between the hero/customer and what she wants. First, we'll discuss the requirements of happy endings and three popular story endings that we can draw inspiration from. Then, we'll discuss how to share the happy endings with customers, and how to add them to your BrandScript.

The Happy Ending Must Be Specific

**The most successful brands show customers exactly how a product will change their...

Building a Storybrand Summary Chapter 11: Transformation

The previous chapters in Part 2 have each addressed one of the seven elements of the SB7 story arc. Chapter 9 will address one more facet of story: a hero’s longing to transform. While people are motivated by the possibility of success and failure, the number one thing that motivates humans is the desire to change—to become more self-accepting, different, or better.

In narrative, transformation refers to the new skills the hero learns from the guide and facing the conflict. By the end of the book, after she defeats the villain, she’s a different person than she was at the beginning. (Shortform example: In the Disney movie Mulan, at the beginning of the movie, Mulan doesn’t know how to hold a sword. By the end, she’s saved China from an invading army.)

In branding, transformation refers to the potential to take on a new, aspirational identity. The best brands think hard about what kind of people their customers want to be and then show that ownership of their products is a distinguishing characteristic of that identity. (Shortform example: if you sell hand soap, you can show potential customers that your existing customers are clean, healthy people.) Brands that...

Shortform Exercise: Who Is Your Aspirational Identity?

An aspirational identity is the type of person you would become if you owned a certain product.

How would you want your friends to describe you? Why?

Building a Storybrand Summary Part 3: Implementing Your BrandScript | Chapter 12: Overhauling Your Website

In Part 2, you created a BrandScript. Now, it’s time to transfer the ideas and content in that script to your marketing materials. The more you can implement your BrandScript into your marketing materials, the more customers will sign up to star in your story. Chapter 10 covers how to use your BrandScript on your website, and subsequent chapters cover how to use it elsewhere.

Overhauling Your Website

You don’t need a million-dollar advertising budget to implement your BrandScript. Shoring up your digital presence, particularly your website, can substantially increase your customer engagement. No matter how someone hears about your brand, they’re going to end up on your website at some point to discover more.

The number-one mistake brands make with their websites is including too much noise. In earlier times, it was okay to give a lot of detail about a company on a website. These days, a website should be brief. The only two pieces of information a customer needs to get from your website are:

1. Your brand offers something they want.
2. You can help them get what they want.

Five Ways to Improve Your Website

There are many ways to cut down on noise...

Shortform Exercise: Overhaul Your Website

There are five effective ways to improve your website.

Picture (or navigate to) your current website. What’s currently above the fold? How could you bolster the content in that area?

Building a Storybrand Summary Five More Steps of Implementation

Fixing up your website was the first step to implementing your BrandScript. Now, it’s time to look at five further steps. These five steps are appropriate for any size or type of business and are almost free.

It may take up to a year to implement all five steps, but you’ll start seeing growth right after implementing the first one. You can hire a StoryBrand guide to help you with these steps if you like. (StoryBrand doesn’t take a percentage from guides or any other certified agents.)

Step 1: Write a Brand Logline

A logline is a short, often one-sentence description of a movie that summarizes the story and hooks in a potential viewer. (Shortform example: The logline for The Hunger Games could be: “To save her sister, a girl enters a life-or-death competition in her place.”) A brand logline does the same thing—it summarizes your brand’s story and invites customers to star as the hero.

Loglines are important because most people who work at a company, even the senior leaders, can’t succinctly explain what the brand does, and they lose people’s interest the moment they try. If everyone memorizes the logline, there’s a...

Shortform Exercise: Implement Your Story

There are five ways to implement your story into your marketing materials.

Brainstorm some possible loglines for your company. Remember that loglines should include the hero (customer), problem, plan, and positive stakes.

Building a Storybrand Summary Chapter 14: Story and Company Culture

As you’ve seen in previous chapters, you can use stories to clearly communicate with and engage your customers. You can also use stories to communicate and engage with your employees.

First, we’ll look at storyless workplaces with weak culture. Then, we’ll look at storied workplaces with strong culture.

Narrative Void

The “narrative void” describes a plotless, empty expanse within an organization. When there’s no story, people don’t know what roles they play, what they’re supposed to do, or why they should care.

If your company has a narrative void, all the different divisions and departments are disconnected. Only people within a department understand what that department does, and everyone’s making decisions from their own point of view. No matter how much people think their decisions affect only their departments, they do affect the rest of the organization. As a result, corporate communication becomes internal noise, social media shares confusing messaging, and local marketing descends into frantic discounting.

Culture at Void Workplaces

If a company is plagued by a narrative void, disengagement often starts straight from onboarding. At a plotless...