The Story Brand Framework
Clarify Your Message and Grow Your Business.
Hey, Long time no see, Hope you’re doing well.
Being a story-nerd, I couldn’t help but write this.
Here’s a quick Storytelling framework you can use today to explain any engineering project in simple terms.
Story Brand Framework: What is it?
Developed by Donald Miller, the Story Brand Framework is an approach for businesses to clarify their messaging and engage their audience effectively.
Based on the concept of using the elements of storytelling to communicate a clear and compelling message that resonates with customers, it’s designed to improve your business' marketing strategy by clarifying your message.
Here's a breakdown of the Story Brand framework:
The Hero: Identify the target audience or customer as the hero of the story. Understand their desires, challenges, and aspirations.
The Problem: Clearly define the problem or challenge that the hero faces. Articulate the pain points or obstacles that need to be overcome.
The Guide: Position the brand or company as the guide who can provide a solution to the hero's problem. Establish trust, credibility, and expertise.
The Plan: Present a clear and actionable plan that outlines how the brand's product or service can solve the hero's problem. Break it down into simple steps.
The Call to Action: Encourage the hero to take a specific action, such as making a purchase, contacting the company, or signing up for a service.
Success: Paint a picture of how the hero's life will be transformed or improved after using the brand's product or service. Showcase the benefits and positive outcomes.
3 Concrete & Actionable Tips on Using Story Brand in Engineering:
Understand your target audience: Identify the needs, pain points, and desires of your engineering clients or customers. Use this understanding to craft your messaging and solutions to resonate with them.
Clearly define the engineering problem: Articulate the specific engineering challenge or problem that your product or service addresses. Highlight how it solves a pressing need or overcomes a significant obstacle.
Communicate the value and outcomes: Clearly articulate the benefits and positive outcomes that customers can expect by using your engineering solution. Showcase how it transforms their situation, improves efficiency, or delivers tangible results.
3 examples in an engineering context:
Marketing engineering consulting services: Use the Story Brand framework to create messaging that positions the consulting firm as the guide who can solve complex engineering problems, present a clear plan for success, and call the client to take action.
Promoting new engineering software: Apply the Story Brand framework to communicate the problem that the software addresses, position the software company as the guide with an effective solution, present a simple plan for implementation, and call on potential customers to take action.
Selling engineering equipment or machinery: Utilize the Story Brand framework to identify the challenges faced by engineering professionals in their operations, position the equipment manufacturer as the guide who can provide the right solutions, outline a clear plan for integrating the equipment, and call on the customers to take action.
Example in engineering
Imagine a company selling energy-efficient HVAC systems to commercial buildings:
The Hero: Commercial building owners and facility managers who want to reduce energy costs and improve sustainability.
The Problem: High energy consumption, rising utility bills, and the environmental impact of inefficient HVAC systems.
The Guide: The HVAC company is positioned as an expert in energy-efficient solutions, with a track record of helping businesses achieve cost savings and sustainability goals.
The Plan: Present a step-by-step process for assessing the building's energy needs, recommending the right HVAC system, and installing and maintaining the equipment.
The Call to Action: Encourage building owners and facility managers to contact the company for a free energy assessment or consultation.
The Success: Describe the benefits of the energy-efficient HVAC system, such as significant cost savings, a reduced carbon footprint, and improved indoor comfort for building occupants.
Why it works well in engineering:
The Story Brand framework works well in engineering because it helps create a clear and compelling narrative that resonates with customers.
By identifying the target audience as the hero and positioning the brand as the guide, it establishes a relatable and trustworthy relationship. The framework helps engineers communicate complex engineering solutions in a simple and engaging manner, focusing on the problem, solution, and desired outcomes.
It taps into the emotional and practical aspects of decision-making, making it easier for customers to understand the value and benefits of engineering products or services.
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