StoryBrand BrandScript: Where People Get Stuck and How to Get Unstuck

StoryBrand marketing is all about clarity, which often translates to simplicity. But just because you're making your message simple doesn't mean it's easy.

The place where you begin to turn your brand into a clear, simple message is the BrandScript. It's where folks who have read Building A StoryBrand turn first, and it's where we as StoryBrand Certified Guides begin the process of clarifying our clients' marketing.

Through our work, we've found there are several areas that consistently trip people up, cause headaches, or just generally bog down the whole process. Let's dive into three of those areas, and see what we can do to get you unstuck.

The External Problem

Once we've defined our character, we need to define the problem they face.

The temptation here is to restate the character's "want" as though it is the external problem. Let's look at an example for a financial services company:

The character's external problem is they want to invest and make money.

See the "want"? Let's try it a different way, being conscious that we need to understand what is standing in the way of the character achieving their goal. So, we get this:

The character's external problem is they're too busy to devote time to researching and understanding the market.

The character's goal (to invest and make money) is the same, but we've now identified the external factor that's preventing them from reaching that goal.

The Plan

The easiest mistake to make when writing a plan is to give it too many steps. Remember, the goal is to take the mystery out of doing business with you. As such, the plan should be a very simple A -> B -> C progression. Here's an example, again from a financial services company:

Step 1: Give us a call.

Step 2: We build your investment strategy.

Step 3: Relax, knowing your money is in good hands.

So, in general, the plan follows this formula: Step 1) what does the customer need to do first? Step 2) what will you then do for the customer? Step 3) what successful future does the customer have to look forward to?

The Call to Action

Folks can sometimes drop the ball here by making the call to action too "soft." Whenever possible, the call to action must invite customers to do something concrete. Preferably, that something is the first step they must take in order to start the sales process.

As an example, our financial services company's call to action should be this:

Call Today

Not:

Learn More

Or

About Us

Especially not "About Us." Or, "Learn About Our Company," or anything of the sort. You'll leave customers dangling on your site, wondering what exactly they have to do in order to do business with you.

Instead, invite them to "Call Now," or "Buy Now," or "Sign Up Today." Remember, it's called a "call to ACTION."

Frequently Asked Questions

What is a StoryBrand BrandScript and how does it help my marketing? A BrandScript is a one-page document that maps out your brand's story using the seven-part StoryBrand framework: character, problem, guide, plan, call to action, failure, and success. It gives you a clear reference point for all your marketing copy so that your website, emails, and ads all tell the same consistent story. Most businesses that struggle to explain what they do clearly benefit almost immediately from completing one.

How long does it take to write a StoryBrand BrandScript? A focused working session usually takes 2 to 4 hours for a first draft. The challenge isn't writing fast, it's thinking clearly about who your customer is, what problem they face, and what their life looks like after working with you. Many business owners need a few rounds of revision before the message feels genuinely sharp. Working with a StoryBrand Certified Guide can cut that process down significantly.

What happens if I skip one of the seven parts of the BrandScript? The story breaks down. Each part of the framework builds on the one before it. If you skip the "failure" section, your reader never feels any urgency to act. If you skip the "guide" section, your business never positions itself as the trusted expert. Think of it like a bridge: you can't skip a section and expect people to cross safely.

Can I write my BrandScript myself or do I need a guide? You can absolutely start on your own. The book Building A StoryBrand by Donald Miller walks you through the process, and the free BrandScript tool at mystorybrand.com gives you a place to fill it in. That said, most business owners are too close to their own work to see their message the way customers do. A second set of experienced eyes catches blind spots that are nearly impossible to spot yourself.

How often should I update my StoryBrand BrandScript? Review it any time your core offering changes, your target customer shifts, or your messaging stops generating results. For most businesses, a solid BrandScript holds up for 2 to 3 years without major changes. Small tweaks to language are normal; a full rewrite usually signals a bigger shift in what the business does or who it serves.