YOUR

BRAND IS
NOT THE
HERO
HOW STORY WILL

REVOLUTIONIZE

YOUR MARKETING

DONALD MILLER
Table of Contents
3 Introduction

5 How Story Works

9 The Key is Clarity

11 How Story Works in Business

14 What Does This Mean For Your Business

StoryBrand / Your Brand is Not the Hero 2

INTRODUCTION

StoryBrand / Your Brand is Not the Hero 3

S
toryBrand got started years ago when I was looking for a The StoryBrand framework will help.
way to simplify my marketing. Because I’m a writer, I’d been
studying story for years and knew it was the most powerful This PDF, will serve as an introduction to the framework. Although
tool to compel a human brain. I wanted to tell a better story with my this PDF is short, the actual process takes two days, this is a great
company but needed a simple process to pull it off. So I created the start. If you want to go through the entire process, register for a
7-part framework that is now the foundation of StoryBrand. And the StoryBrand Marketing Workshop today.
results were fantastic.
We’ve helped a lot of companies and I know we can help you too.
When I filtered my own marketing messages through the StoryBrand
framework, we experienced rapid growth. The company tripled in Hope to see you soon.
revenue in 18 months and doubled again in the following 12 months.
Sincerely,
Since then, we’ve turned the process into a two-day workshop and
have taken hundreds of brands through it. Billion-dollar brands, Donald Miller
small businesses, politicians trying to unite masses of people around CEO, StoryBrand
a major project, non-profits and even universities have gone through
the process. Each of them have achieved varying degrees of terrific
success and we’ve had multiple clients tell us they’ve quadrupled their
revenue after attending StoryBrand.

The key to the StoryBrand framework is that it helps you create

clarity. People are drawn to clarity and away from confusion, so if your
marketing messages are confusing, you’re likely losing customers.

StoryBrand / Your Brand is Not the Hero 4

HOW STORY WORKS

StoryBrand / Your Brand is Not the Hero 5

E
very business owner wants to tell a great story with their In short, these are the 7 things that seem to happen in most billion-
brand. They want it to be a brand people admire and respect. dollar movies.
They sense the story that gets told about them is the key, and
they’re right. Great brands create a kind of buzz the way an exciting Later, we’ll take a look at how these 7 plot points can be used as a filter
story does. for your messaging. You’ll be amazed at how each of these plot points
help you clarify your messaging to customers. When there is clarity,
To get there, though, let’s take off our business hats and think about customers are compelled and pay attention.
how story really works.

The 7 basic elements of story:

The first thing to understand is that stories use formulas to compel
the brain. Storytellers have been using these formulas for centuries.
They’re proven and they work. 5 6
3

From now on, think of story the way you think about music. The
difference between noise and music is just that music is noise submitted 1
to certain principles. Story is similar. Story is just the telling of events
in a certain order so they are intriguing, compelling and make people
want to listen.
4

There are a thousand different formulas for stories, but the StoryBrand
2 7
structure is a conglomerate of some of the most popular stories and
has been used in movies ranging from Star Wars to Tommy Boy.

StoryBrand / Your Brand is Not the Hero 6

 A Character
Meets a Guide
The main character of the story is also called the hero. Some stories
In stories, characters do not solve their own problems. If they could
have many characters, but for the purposes of growing your business,
solve their own problems, they’d likely have never gotten into trouble
we’re going to focus on the simplest structure—a story with only one
in the first place. What normally happens, then, is the character meets
main character. At the beginning of the story, we’re introduced to
somebody who has been there and done that. We call this character
a character that wants something. Because we know the character
the guide. The guide helps the character win the day by giving them
wants something, whether it’s to disarm a bomb or get the girl, a story
a plan. A good guide has two basic qualities: they empathize with the
question is posited and the audience is curious about the answer to
character’s fears and insecurities; and they have the authority and
that question. Will the hero get what they want?
experience to help them win the day.

With a Problem

Who Gives Them a Plan

No story works unless the character encounters a problem. Something
has to stand between the hero and what he or she wants, or we have no
When the hero meets the guide, they are confused. The job of the
story. But a simple problem won’t do. The problem has to have three
guide, then, is to break through the hero’s confusion and give them
layers. First, there’s the external problem, such as a bomb that needs
confidence their life can be better. They do this by giving the hero a
to be disarmed. But that external problem has to manifest an internal
plan. The plan can be as simple as a paradigm shift—you used to think
problem. Does the hero have what it takes to disarm the bomb? Is he
this way, but I want you to think another way—or as complex as a
feeling insecure? Can he pull this off? And lastly, there should be a
multi-level strategy that will help the hero win a complicated battle.
philosophical problem in play, something like good vs evil. It’s these
More about plans later.
three layers of problems that give the story depth and meaning.

StoryBrand / Your Brand is Not the Hero 7

 And Calls Them to Action Or Failure

A call to action is the point in the story where the hero is challenged Good screenwriters and novelists help us imagine dire consequences
to act on the plan. In story, the call to action is a point of crisis. The in order to build suspense. If we don’t know what failure might befall
character must choose whether to stay in their comfort zone or the hero, audiences zone out and lose interest.
embrace the plan given to them by the guide. The key here, though, is
that the hero will never act on the plan unless they are challenged to.
They must be “called to action.”

That Results in Success

A story is given drama only when there’s something at stake. Will the
bomb get disarmed or will people suffer? Will the guy get the girl or
will he lose in love? When what’s at stake is made clear, we’re much
more engaged in the story.

StoryBrand / Your Brand is Not the Hero 8

THE KEY IS CLARITY

StoryBrand / Your Brand is Not the Hero 9

I
f the 7 elements of story aren’t clear, an audience will lose
interest. Just remember the StoryBrand mantra: Confuse and
you’ll lose.

If you confuse your customer, your competition will beat you in the
marketplace, even though their product may be inferior.

If every scene in a movie cannot be placed onto the simple StoryBrand

chart, the story runs the risk of losing the audience. There are
exceptions, of course, but there aren’t many. Virtually every movie
you watch in the theatre follows this simple, clear structure.
Why do so many brilliant screenwriters, producers and directors keep

Notice how this simple structure applies to popular movies like making the same movie over and over again? Simple. Because it’s easy

Hunger Games and Star Wars: to understand. Because the structure works to compel a human brain.

So can this structure work to help a business compel more

customers? Absolutely.

StoryBrand / Your Brand is Not the Hero 10

HOW STORY WORKS IN BUSINESS

StoryBrand / Your Brand is Not the Hero 11

T
he major paradigm you’ll experience going through the
StoryBrand framework is this:

YOUR BRAND IS NOT THE HERO OF

T H E S T O R Y. Y O U R C U S T O M E R I S .

Many businesses come to us hoping to tell the story of their

A Character
business. But the fact that your grandfather started the company
isn’t as interesting as you might think. What people really care
Who is the Allstate customer? They are winsome, fun and successful.
about is their own story. When your brand stops playing the hero
They want to protect themselves and their families from harm. We
and starts playing the role of guide in your customer’s story, you’ll
could get more in-depth about Allstate’s customer, but for simplicity’s
see dramatic results.
sake, let’s leave it at that. They are heroes in their own story. (Hint:
sometimes you can acknowledge something like this without words.
You’ve probably seen the commercials for the Allstate Insurance
Just a photo of a happy, smiling person on your website says a lot).
Mayhem campaign—where the fictional and humorous “mayhem”
character comes reeking havoc in customer’s lives. Let’s take a look at
how these commercials position the Allstate customer as the hero of With a Problem
the story.
Allstate humorously depicts the problem in their customer’s life as
“mayhem” or the internal chaos customers feel when things go wrong.

StoryBrand / Your Brand is Not the Hero 12

 That Results in Success
Meets a Guide
The Allstate commercial shows its customers how good life can be
While the guide can actually be the overall brand, Allstate chooses a
when you’re not worried. It’s a beautifully shot commercial about
pitchman—someone to represent their brand. And he’s great. He not
people enjoying life. This is the “successful ending” customers can
only establishes confidence and calmness, he shows authority when it
experience if they buy Allstate insurance.
comes to dealing with mayhem. Remember empathy and authority
are the two keys here.

Or Failure
Who Gives Them a Plan
Allstate’s “mayhem” character serves as both the problem and the
Allstate’s “Value Plan” gives their customer a plan that breaks through failure. They cover the tragic ending aspect of the campaign by
their confusion. Now, buying insurance and protecting themselves showing their customers what can happen if they don’t have insurance.
from mayhem seems easy. The name of the plan also insinuates it’s This element of their campaign is also fun and winsome, so as not to
not expensive and it’s worth the price. come off as fear mongering—a tactic that would certainly backfire on
a brand.

And Calls Them to Action

During the StoryBrand Marketing Workshop, we show you the
This is critical. If you don’t call your customers to action, they won’t BrandScripts for dozens of effective campaigns and let you in on the
act. On Allstate’s website, there is an easy-to-find button that says, most progressive, innovative branding taking place around the world.
“Get a Quote”. There’s one box to fill out with your email address. What you’ll see, over and over, is that brands who tell a clear story win.
Most companies have calls to action that are not clear. Allstate’s call
to action is simple, clear and obvious.

StoryBrand / Your Brand is Not the Hero 13

WHAT DOES THIS MEAN FOR YOUR BUSINESS?

StoryBrand / Your Brand is Not the Hero 14

H
ave you ever wondered why George W. Bush won the
election while Mitt Romney lost? It all came down to the
story they told. Much is at stake. We talk more about this StoryBrand will help you and your
in our StoryBrand Marketing Workshop. We explore why some great company tell a clear and compelling story
messages never spread and some terrible ones do. But the 7-part
framework isn’t just for politicians. It’s especially true for businesses.

The key, again, is clarity. If a customer doesn’t intuitively know your

brand is the guide on their heroic journey, they will choose your
competition. Discover our story-based Become a compelling
marketing framework and communicator at every level
see results. of your messaging.
Each of the 7 elements in the StoryBrand framework are explored in
depth and to the point of extreme clarity in the two-day workshop.

When you attend the workshop, you’ll have an advantage over your
competition.

Know exactly what you Unite your entire team

Remember, people are drawn to clarity and away from confusion. If should say in your web- around a common message
based marketing. so that the message spreads.
your competition is making music and you’re making noise, it’s going
to be difficult to win in the marketplace.
Register Now
How much would your company benefit from spending two days
clarifying your marketing plan?

StoryBrand / Your Brand is Not the Hero 15

 What people are saying about StoryBrand

“The StoryBrand Workshop has revolutionized the way I think about

my brand. My team and I are using the simple, seven-step framework
“Every single thing about StoryBrand was game-changing. Exceptional.
in all of our marketing communications. It has enabled us to connect
Outstanding. Above and beyond. Far over-delivered. After going
quickly—and powerfully—to my customers and prospects. This is the
through StoryBrand, my revenue quadrupled.”
best marketing innovation I have seen in years. It is
a game-changer!”
Whitney English
Creator of Day Designer
Michael Hyatt
New York Times Bestselling Author

“StoryBrand is like a massage for your knotted up, twisted brand. It

“We’re going to take the story process StoryBrand taught us and run is relevant, succinct, well-organized, and innovative. The StoryBrand
our entire company through it.” team delivers clarity and insight. The two-day investment is a universal
business necessity. ”
Viktoria Harrison
VP of Creative, Charity Water Brian Canlis
Co-Owner, Canlis Restaurant

StoryBrand / Your Brand is Not the Hero 16

Register for a StoryBrand
Marketing Workshop Today

Register Today