#68 Explaining The StoryBrand Framework with Carmen Allan-Petale

08/02/23 • 48 min

This week, I deep dive into one of my favourite ways of telling brand stories - using Donald Miller's StoryBrand Framework.
The StoryBrand process is about creating clarity in messaging so that customers understand the value of what businesses offer, which ultimately leads to higher engagement and sales.
In the podcast, I summarise it for you, so you don't have to read it!
Put simply, this is what's involved:

A Character: The character is your customer, not your brand. They should have a want or a need, which provides the motivation for the story.
Has a Problem: Identify the problem that the customer is trying to solve. This problem is the villain in their story.
And Meets a Guide: The guide is your brand. You should position your brand as the guide who has been there before and can help the hero overcome the challenges.
Who Gives Them a Plan: The plan you provide is your product or service, which should offer clear steps to solve the customer's problem.
Calls Them to Action: This is your compelling call to action, which should motivate the customer to engage with your plan.
That Helps Them Avoid Failure: Highlight what the customer stands to lose if they don't engage with your brand or product. This is the tragic ending you're helping them avoid.
And Ends in a Success: Define what success looks like for your customers. This is the happy ending they can achieve with your guidance.

Curious? Listen to my podcast to learn more!
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If you love this episode, please drop us a DM on Instagram @redplatypuscreative
Feel free to take a screenshot of the episode and share it, along with why you loved it.
Want to find out more about what we do?
(Heads up - I'm a content strategist and PR consultant who helps businesses tell their stories clearly and consistently to make more conversion$.)
You can check us out at www.redplatypuscreative.com
Or book in a free call and let's discuss we might be able to help you.

A Character: The character is your customer, not your brand. They should have a want or a need, which provides the motivation for the story.
Has a Problem: Identify the problem that the customer is trying to solve. This problem is the villain in their story.
And Meets a Guide: The guide is your brand. You should position your brand as the guide who has been there before and can help the hero overcome the challenges.
Who Gives Them a Plan: The plan you provide is your product or service, which should offer clear steps to solve the customer's problem.
Calls Them to Action: This is your compelling call to action, which should motivate the customer to engage with your plan.
That Helps Them Avoid Failure: Highlight what the customer stands to lose if they don't engage with your brand or product. This is the tragic ending you're helping them avoid.
And Ends in a Success: Define what success looks like for your customers. This is the happy ending they can achieve with your guidance.

Previous Episode

#67 Marketing Your Business with YouTube with Marcus Svedin

YouTube Ads Specialist, Marcus Svedin, joined me on The Committed Creative podcast this week, and gave some great insights on how to use YouTube to market and grow your business.
Marcus is the co-founder of Titan Marketer, a YouTube advertising company, and he spoke about the benefits of YouTube advertising and why it is a valuable platform for businesses.
The key takeaways Marcus shares include:
- The targeting capabilities of YouTube ads and how they can reach potential customers who are ready to buy.
- Tips for creating engaging video ads and growing a YouTube channel.
- The importance of authenticity and encourages business owners to overcome their camera shyness and start creating video content.
- Highlighting the significance of optimising landing page load speed for successful ad campaigns.
One of my favourite quotes from Marcus during this episode was, "People desire and seek out authenticity because there's so much fakeness on social media - but on YouTube it's easy to show that you're authentic."
If you've ever wanted to tap into YouTube and use it as a marketing platform, then this is the podcast to listen to!
--------
If you love this episode, please drop us a DM on Instagram @redplatypuscreative
Feel free to take a screenshot of the episode and share it, along with why you loved it.
Want to find out more about what we do?
(Heads up - I'm a content strategist and PR consultant who helps businesses tell their stories clearly and consistently to make more conversion$.)
You can check us out at www.redplatypuscreative.com
Or book in a free call and let's discuss we might be able to help you.

Next Episode

#69 Get your Business into the Media with Carmen Allan-Petale

As a former journalist and now as a PR consultant, I've sat on both sides of the media train. On this week's episode of The Committed Creative, I give you some tips on how you can get your business into the media and reap all the benefits of free publicity.
Keeping in mind that these days media coverage is not limited to traditional outlets like TV and magazines, I give advice on how create an effective pitch that gets you seen.
During the podcast, I dive into:

- How media coverage provides free publicity and establishes you as an expert in your field.
- How to tailor your pitch to the specific media outlet and audience.
- The benefits of signing up for resources like Source Bottle to connect with journalists looking for industry experts.
- How to craft an effective media release with a catchy headline, active voice, and relevant facts and quotes.
- Ways to build relationships with journalists, and also how to follow up your pitch with phone calls, and be prepared for interviews.

-----------
If you love this episode, please drop us a DM on Instagram @redplatypuscreative
Feel free to take a screenshot of the episode and share it, along with why you loved it.
Want to find out more about what we do?
(Heads up - I'm a content strategist and PR consultant who helps businesses tell their stories clearly and consistently to make more conversion$.)
You can check us out at www.redplatypuscreative.com
Or book in a free call and let's discuss we might be able to help you.

The Committed Creative Podcast - #68 Explaining The StoryBrand Framework with Carmen Allan-Petale

Transcript

[TRANSCRIPT]
**0:00:00** - (A): However, today I will be going over what I will be presenting at the workshop tomorrow. And that is not my own strategy. That is someone else's strategy that I will be teaching. And you possibly have heard of it before, and it's called story brand. And this was a strategy that was developed by marketing guru Donald Miller, who if you have read any books about marketing, you have possibly heard of him because he is quite famous.
**0:00:31** - (A): He's writ