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Storybrand principle 1: The Character

This video, is the first in a 7 part series, explaining each part of the Storybrand framework. If you’ve poured your heart into your product or service, but people don’t respond when you tell them about it, the chances are, your messaging is too complicated.


And the most powerful weapon we have to combat confusion is the power of story. Nothing compels the human brain to pay attention, like a great story and the Storybrand framework has been designed to make messaging easy for business owners. The first part of the framework is “The Character” – Every Story starts with a character and within the first few minutes, they posit a story question…


Will the hero get what they want?


Storybrand principle number 1 is, When you agitate a customers desire, they enter into the story your brand is telling. You need to identify what it is that your customer wants, as it relates to your product or service. Watch this video to find out how to invite your customers into the story your brand is telling.



Video Transcript:


This video is the first in a 7-part series explaining each part of the Storybrand Framework. If you've poured your heart into your product or service, but people don't respond when you tell them about it through your marketing, the chances are your messaging is too complicated. And the most powerful weapon we have to combat that confusion is the power of story. Nothing compels the human brain to pay attention like a great story. And the Storybrand Framework has been designed to make messaging easy for business owners. The first part of the Storybrand Framework is The Character. Every story that you've seen starts with a character, a hero. And within the first few minutes, they posit a story question, will the hero get what they want? So, Storybrand principle number one is when you agitate a customer's desire, they enter into the story that your brand is telling. You need to identify what it is that your customer wants as it relates to your product or service. Here's a few examples to explain what I mean by that. So, for a financial adviser, it might be a plan for your retirement. For a real estate agent, it could be the home you've dreamed about, and for a fine dining restaurant, it could be something along the lines of, "A meal everybody will remember." When you define this for your brand, you also open what is called a story gap, a gap between The Character, the hero and what it is that they want. So, Jason Bourne, for example, is a spy with amnesia, and movie goers are left wondering, will he find anyone to help him? It's human instinct to want to close this gap, so when you can achieve this through your messaging, you're unstoppable. Once you've nailed this, move on to video 2 in the series, where we tackle the second Storybrand principle, The Problem. If you found this video valuable, subscribe to our YouTube channel so you can refer back to it and catch all of our new videos as they are published.

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