StoryBrand BrandScript Examples

StoryBrand BrandScript Examples to make getting a clearer message through StoryBrand easier.

A StoryBrand BrandScript is a marketing tool based on the idea that customers are the heroes of their own story.

 

By understanding customers:

 

• Desires.

 

• Problems.

 

• And journey.

 

Businesses can craft a compelling narrative where their brand acts as the trusted guide, helping them overcome challenges and achieve success.

 

This framework helps businesses connect with customers on an emotional level, differentiate themselves from competitors, and ultimately drive engagement and action.

 

All and I mean all of your marketing from this day forward should come from the information it holds.

 

 

But creating your own StoryBrand BrandScript isn’t easy. The main reason it can be so challenging is because it’s your product or service and you’re too close to it.

 

Because you’re so close to your products and services, it is easy to hold a bias blurring the line between:

 

• What is necessary and valuable information?

 

• And what is extra fluff that will just make your potential customer log off?

 

But it’s not just your bias that makes writing your brandscript difficult, the running of your business and finding the time to even breathe can make it even more difficult.

 

When you’re busy working long hours, it can feel crazy to try and write it yourself and expect to get it right.

 

This is why you need a StoryBrand Guided & marketing agency like Results and Co.

 

An external expert perspective can give you the clarity and guidance needed to create your message, letting you get back to the running of your business.

 

And this article is the next best thing. Keep reading to find some clarity bringing StoryBrand Brandscript examples.

 

Where to use your StoryBrand Brandscript:

 

Your StoryBrand Brandscript will be used in every aspect of your business that requires any kind of messaging or words.

 

You will use it to:

 

• Create your website pages.

 

• Parts can be used to create your Storybrand one liner.

 

• Use in your social media, email campaigns.

 

• Help you in your overall marketing campaigns.

 

The StoryBrand Framework makes writing business copy easier and more compelling.

 

It uses the age-old formula of story to clarify your message and create a connection between you and your audience.

 

Tapping into the innate human desire for heroes, villains, and happy endings, you can take advantage of a customer’s psychology.

 

Your customer (the Hero) is going on a journey where they have to overcome challenges (the villain) but on this journey, they don’t believe they are good enough to do it themselves.

 

They need help. They need someone who has already been on the journey they want to go on. That’s you, The Guide.

 

You Are Not The Hero! You Are The Guide!

 

Learn how to guide your customer on their hero journey to their happily ever after, to overcome challenges, and create compelling marketing messages.

 

But first, how do you write a Storybrand Brandscript of your own?

 

The First Step: Defining Your Customer, Their Wants And  Problems (with StoryBrand Brandscript Examples)

 

The first thing you need to do to create your own brandscript, is to understand your customers psychology.

 

• What are their wants?

 

• What do they want in life that you can help them achieve? Custom home, natural cleaning solutions, peaceful sleep?

 

• And most importantly, WHO is your customer?

 

This will help you to write out your Storybrand avatar (there can be more than one, but generally stick to no more than 3 if you can) and be as specific as possible.

 

Below are three different storybrand brandscript example avatars.

 

We even have a Customer Persona workbook which you can download for free that will help you truly get to know your avatar/perfect customer.

 

In our examples we are going to use:

 

• 25yr old white girl who loves starbucks, has a full-time job, and is single.

 

• 40yr old man, married, blue-collar job, and loves to work with his hands.

 

• First time parents of children under 10 with special needs in wheelchairs, work from home, and love the outdoors.

 

To find these avatars, you must ask yourself:

 

“Who do I want to buy my product or service? Why does my brand exist? Who am I wanting to help?”

 

What is it they want?

 

Now, what do they want and what problems do they face that you can help them with?

 

For each section, write out 5-10 points. You don’t want more than 20 or else you may start to confuse yourself and your message.

 

And as we say, “You confuse, you lose.”

 

Lets say your target audience (or avatar) wants a garden shop. Their wants or desires will determine what type of shop you will have.

 

Using the above avatars, we can create 3 different garden shops just from their avatars. Let’s start with what they each want:

 

• The 25 yr old white girl wants to spruce up her studio apartment with easy to manage house plants.

She wants to keep something alive but doesn’t have the time for pets due to her schedule.

 

• The 40yr old married man wants an at home project that will please the Mrs, teach the kids the importance of sticking their hands in the dirt and creating something.

He wants to feel proud of his home and have a vegetable patch, flower beds, and ornamental fruit trees.

 

• The parents with young, disabled, wheelchair-bound children want to bring the outdoors to their child.

They want touch-safe plants, colourful flowers, and plants that are safe to eat in case their child/children get curious.

 

They want easy options for their home and a safe space to enjoy.

 

 

Did you notice?

 

Each of these avatars want a completely different thing, even though they all want a ‘garden supply shop’.

 

The 25 yr old girl wants:

 

• Fuss-free house plants.
• Easy potting.
• Easy management of house plant pests.
• Plant pots and decor that match her home.
• Plant pot solutions – services to repot their plants, self-watering pots, spillage safeguards.

 

The 40yr old man wants:

 

• Tools to diy landscape.
• Vegetable seeds, seedlings, mulch, manure, soil, fruit trees.
• Expert advice on how to best landscape his property.
• Tool sets that are made for children and are safe.
• Guide books for inspiration projects.

 

The parents of the disabled, wheelchair-bound children want:

 

• Safe to eat plants, sensory plants.
• Services to manage their current house plants/garden.
• A plant shop whose layout is like a jungle, but also has a cafe to rest and admire the plants with their children.
• Easy-plant kits to give their child a go at growing something – containing pellets instead of soil, large capsule seeds for easy grabbing, etc.
• Somewhere they can rest without feeling guilty.

 

Can you picture the type of garden shop each of these avatars would most likely go to?

 

Section challenge:

 

Set a timer for 3 minutes. Write down as many ‘wants’ that your customer has. Aim for at least 10-20.

 

What problem do they face?

 

Once you have their want and you know your avatar, the next step to creating your own brandscript is the problem.

 

What is stopping them from experiencing their wants and desires (external problems)? How does this make them feel (internal problems)?

 

External problems:

 

25yr old:

 

• Can’t find easy-to-care-for houseplants.
• Hard to find good quality pots for indoors.
• Potting plants yourself is messy and time consuming.
• No easy indoor plant care solutions.

 

40yr old:

 

• Many garden stores only have a small section for diy home project guides which can be discouraging.
• The expert landscaping advice cannot be found locally, or the ‘expert’ is a kid.
• Tools for kids are low quality or don’t work meaning disappointment from their kids.
• Materials are either expensive or low quality.

 

Parents:

 

• Many garden centres are not handicap friendly.
• There’s no safe plant option for their child causing the parents to be constantly worried.
• There’s no place that offers a coffee, rest in the ‘outdoors’, while also stimulating their child – they have to keep walking with their coffee so their kid can look around, instead of sitting surrounded by safe plants.

 

Internal problems (this makes them feel):

 

25yr old:

 

• Frustrated.
• Confused.
• Upset.
• Tiring.
• Annoyed.
• Lost.

 

40yr old:

 

• Discouraged.
• Frustrated.
• Annoyed.
• Disappointed.

 

Parents:

 

• Disappointed.
• Constantly worried.
• Tired.
• Alone.

 

Once you have written out your avatars wants and problems, you need to combine them. But make sure they match!

 

For example:

 

• The 25 yr old girl wouldn’t want landscaping advice for her house plants.

 

• The 40yr old man most likely does not want delicate, indoor plants (unless he or his wife are a plant-a-holic) for his landscaping project.

 

• The parents of the disabled child don’t want to have just any plant around their children, or have to walk their child around dangerous garden tools.

 

Instead:

 

• The 25 yr old feels her space is empty and lifeless, but she has no time to look after a pet, so she wants mess-free and fuss-free houseplants to liven up her space.

 

• The 40yr old man is frustrated with the low-quality, and the high-quality expensive materials at other stores.

He just wants easy to use, affordable materials and tools for his home diy project.

 

• The parents are disappointed that the local garden shops are not disability or wheel-chair friendly, and don’t have any plants that are safe for their child to touch.They want to relax surrounded by safe plants, and be able to bring home safe plants they can care for.

 

 

Philosophical problems:

 

Then comes the philosophical questions which I’ll just touch on briefly.

 

While the internal and external problems in StoryBrand Brandscript connect with the heart of the customer, the philosophical problems connect with the brain and logic.

 

All you have to do is answer 4 things:

 

1. What should they have/be able to do?
2. What shouldn’t happen?
3. What do they deserve?
4. Finally, what is their outcome?

 

Let’s expand:

 

Should:

 

• You should be able to find easy plant solutions.
• ..get expert advice on diy projects.
• ..have a space where you can safely go with your children surrounded by plants.

 

Shouldn’t:

 

• You shouldn’t have to struggle to find easy house plants.
• ..receive advice from people who are not experts.
• ..have to worry if the plant your child touches is safe or not.

 

Deserve:

 

• You deserve to have an easy solution to house plant care.
• ..expert advice you can trust.
• ..a safe, natural environment for you and your child to enjoy.

 

Finally:

 

• Finally enjoy your space full of plants potted with care by people who care.
• ..be confident in DIYing your own project.
• ..relax and enjoy nature and coffee in a safe, natural space.

 

You want at least 5-10 points for each of the philosophical sections, and a new section for each avatar.

 

Section challenge:

 

Create an avatar and fill out:

 

• External: 1min timer, 10-20 problems.
• Internal: 1min timer, 5-10 problems.
• Philosophical: each section (should, shouldn’t, deserve, finally) set the timer for 1 min (4 min total). Write 5-10 points for each.

 

Becoming the Guide:

 

Now here comes the big guide’s introduction. The guide that the hero is looking for to complete their journey.

 

You are their Yoda, sensei Miyagi, even Alfred – Batman’s butler.

 

You guide them and provide them the tools, skills, or services they need to beat their villains (the problem) and reach their happy ending.

 

Your customer doesn’t want to follow another hero, they want to lead for once.

 

You are the empathetic voice that understands their struggles and offers a path forward.

 

By putting yourself in your audience’s shoes, they feel as if they can trust you because you are connecting with them on a deep level.

 

Empathy

 

After you have connected with your audience, that is when you show your authority:

 

• Skills.
• Knowledge.
• Connections.

 

Thereby saying, ‘this is why you can trust me. Let me help you with your problem.’

 

You must first connect with them and where they are at.

 

Don’t say, ‘this is how I can help, you can trust me.’ that triggers the mind to say ‘hmm, no thanks.’  – you are NOT saying HOW you can help, that is the authority.

 

Build the connection first by saying, ‘you can trust me, this is how I can help.’

 

We have a saying:

 

 

We want to connect first, every time.

 

(Here’s a little tip for those in relationships, the empathy before authority also works when your partner comes to you with a problem!)

 

For (an added bonus) example:

 

‘Babe, I understand your colleagues giving you a hard time is super frustrating, I’ve had a similar experience.

 

I can make you tea, grab a blanket, and we can snuggle on the couch as you tell me all about it. How does that sound?’

 

• You let them know you hear their problem.
• You let them know they are not alone.
• You offer to help them solve their problem (in this case: a tea, a hug, and a listening ear).
• Then you let them decide what they want to do.

 

Now, back to your customers.

 

Before bombarding your customer with solutions, acknowledge their pain points, show them you care, that you’ve walked in their shoes.

 

Then tell them how you can help guide them to the solution.

 

Use phrases such as:

 

• I understand..
• I’ve been there..
• I know how hard it is..
• You are not alone..

 

Authority

 

Then tell them (gently, without boasting) what authority do you stand on to help them:

 

For example

 

• 10 years of marketing experience.
• Masters degrees in architecture.
• Expert team of professionals.

 

But even if you don’t have authority that ‘awes’, say:

 

• We will work with the utmost professionalism.
• We are here to help you get your finances on track.
• Our in-depth knowledge means we can help you.
• Your one-stop-shop for your crafting needs.

 

You want to at least put your brand in a position that says ‘I’ve got you.’

 

Section challenge:

 

Set a 1 min timer and write down at least 5 things your company understands or can connect with your customer on (I understand the frustration of not having a place to relax).

 

Then set another 1 min timer to collect 3-5 things that positions your brand in an authority role.

 

Once completed, combine both the empathy and authority into a short paragraph (choose one or two things you ‘understand’ and add a short, sincere blurb about your authority).

 

The Hero’s map: The Three-Step Plan

 

How many 15 item shopping lists have you forgotten on the counter, and then coming home with only 3-4 items?

 

This is how your customers feel when you give them a roadmap – or plan – longer than 3 steps.

 

A psychologist named Baddely discovered that the mind can only remember 3-4 things at a time – and who can be bothered to remember more than that if we’re honest?

 

Your plan is the bridge between their current state and their desired outcome.

 

It should be concise, actionable, and broken down into three easy-to-follow steps: Call to action, Implementation, Happily ever after.

 

 

1. The Call to Action (CTA):

 

The CTA is where your hero (your avatar/client) takes their first step to their happily ever after. Make it clear, compelling, and relevant to their problem-want pair.

 

But remember that you want clarity, you don’t want cute.

 

For example, you don’t want to say:

 

• “Find your perfect bedsheet set for a restful night sleep full of bliss.”
• “Let’s start creating your dream home that is built to your vision”

 

These almost hurt to write. But notice how they feel ‘wishy-washy’, unprofessional, and unclear? There’s no clear ‘buy now’ button or call to action.

 

Your customer is going to click away so fast if your call to actions are like this.

 

Instead write:

 

• “Buy now and create your own bed sheet set.”
• “Schedule a call to discuss your custom home vision.”

 

These are straight to the point, clear in their instructions, while still being both professional but not stiff.

 

Don’t be cute. Make sure it conveys what they should do, where they should go to start, and a taste of success.

 

2. Implementation:

 

This is the middle of the process. It tells them what the process will be after they start and before they finish:

 

• “Watch as your dream home comes to life through our app.”

 

• “Your custom plan is created and ready to be implemented.”

 

• “Watch your team grow in 6 months in our workshops.”

 

• “Start planting your dream garden.”

 

• “Receive your package in 4-6 business days after ordering.”

 

3. The Happily Ever After:

 

Paint a vivid picture of their transformed life. Show them basking in the glow of their problem-free, desire-fulfilled existence.

 

This is their aspirational identity, the pot of gold at the end of the rainbow.

 

But remember to make it as if they’re already there:

 

• “Enjoy inviting loved ones to your dream home, and relish in your custom built home.”

 

• “Marvel at your finished landscape project with pride, and be the envy of the block.”

 

• “Wake up feeling refreshed and rejuvenated with your new, silky bed sheets.”

 

• “Experience increased team cohesiveness and revenue with a new company culture.”

 

Your customer doesn’t want a vision or a wish of the future, they want to see themselves already there.

 

Section challenge:

 

Take 3 min to find a short, concise call to action (step 1), how they can implement your product or service (step 2), and then their happily ever after (step 3).

 

The CTA Button: The Hero’s First Step To Success

 

The CTA is the first step of the plan, and is also the little button that says, ‘Buy now’, ‘Schedule a call’, ‘Book now’ at the top left of your screen, and in the center under the headlines.

 

Here’s a rule to follow:

 

Avoid the temptation of cutesy, repelling, common CTAs like:

 

• “Click here.”
• “Find out more.”
• “Discover.”

 

While they do say what to do, would you enthusiastically click them?

 

Do they tell you the next step, or are they merely a suggestion?

 

Instead, focus on the value you offer and the benefit they crave, and what they can do in this moment.

 

• “Buy now.”
• “Schedule a call.”
• “Download now.”
• “Start here.”

 

These CTA’s entice and excite the reader. You WANT to buy. They are clear, actionable steps that your reader will know without a doubt what to do next.

 

Section challenge:

 

Time for 1 min and come up with as many CTA as you can. Try for 5!

 

Success And Failure: You Can’t Have One Without The Other

 

Success and failure are two sides of the same coin in a StoryBrand Brandscript. You can’t succeed without the possibility of failure, and failure means you didn’t succeed.

 

But, you don’t want to drown your readers in failure. You want to focus on their success, what their life will be like when they do business with you.

 

For example:

 

Success

 

This refers to the future they will have after using their product or service. When they finally get what they want, what are they?

 

• Home full of life.
• Sturdy home project.
• Confidence in self and choices.
• Happy family.
• Easy plant solutions.

 

Failure

 

When it comes to discussing failure, you want to make sure you are not fear mongering or creating a lot of anxiety.

 

• House gets covered in dirt.
• Plants die because of the wrong choice.
• Leave an incomplete project due to lack of guidance.
• Constantly worry about the plants around your child.

 

But if you think of a ‘terrible’ failure, write it down and work out how to make it ‘friendlier’. For example:

 

(this is a worst case scenario failure point that we don’t want to use, or write anything similar)

 

• Fail your child’s love of nature.
• Keep your child in a sterile environment away from any and all plants.
• Never enjoy your projects.

 

Instead make it gentle:

 

• Worry is always there.
• Your child may not be able to share your passion for nature.
• Struggle to find reliable advice.
• Come home to dying plants or a plantless home.

 

 

Section challenge:

 

Take 2 minutes and time yourself. Find at least 10-20 points on what success will look like for your customers.

 

Time yourself for 1 min and find 5 failure points. Don’t be too negative, just touch the feelings of ‘if I don’t find a solution…’

 

Aspirational identity

 

Lastly, you need a statement that encompasses all they have read. A short, sweet sentence or paragraph that speaks to their present, and invites them into their happily ever after.

 

You can basically use the internal problems you have identified for the ‘From’ section, and then make them do a 180 into their future selves.

 

From:

 

• Lost.
• Confused.
• Scattered.
• Lacking in knowledge.

 

To:

 

• Proud.
• Knowledge-filled.
• Confident.
• Visionary.

 

And then you can combine them into a short paragraph.

 

• “Leave behind the confusion that comes with finding an expert builder; live in your dream home that you know has been built to code, to your vision, and hassle free.”

 

• “Stop using unconventional tools to landscape your home; create the perfect landscape with quality tools, expert advice, and exciting diy guides.”

 

• “Stop coming home to a lifeless space. Come home after a long day to living, indoor plants that you barely have to look after; bring the peace and life of nature into your home.”

 

Section challenge:

 

Take 1 min to write down at least 5 ‘From’ words or phrases. Take 1 min to write down 10 ‘To’ words or phrases.

 

Then choose one of each to create a short paragraph.

 

Building your own StoryBrand brandscript isn’t about fancy language or Hollywood endings.

 

It’s about understanding your customer’s story, becoming their guide, and empowering them to become a version of themselves they may only ever dream about.

 

What story will you tell your customers? Take these StoryBrand Brandscript examples and write your own!

 

Or

 

If you want expert guidance from some of the top Storybrand agents in the world, and the only StoryBranded marketing agency in Australia, contact us.

 

We can help you create a StoryBrand Brandscript that will change your business. Let’s get your message right.