The StoryBrand Framework, created by Donald Miller in his 2017 bestseller Building a StoryBrand, applies universal storytelling principles to business messaging. Over 1 million businesses have used this methodology, including TOMS Shoes, TREK Bicycles, and Allstate.
The framework’s power lies in a single insight: customers don’t buy the best products—they buy the products they can understand the fastest.
The SB7 Framework: Seven Elements of Story
Miller’s foundational formulation:
“A CHARACTER who wants something encounters a PROBLEM before they can get it. At the peak of their despair, a GUIDE steps into their lives, gives them a PLAN, and CALLS THEM TO ACTION. That action helps them avoid FAILURE and ends in a SUCCESS.”
Every effective brand story contains these seven elements in this precise order.
Element 1: Character (The Customer as Hero)
The customer is the protagonist, not your brand.
Every person wakes up seeing the world through their own lens. The brand’s job is to position the customer as the hero of their own story—not to make the brand the hero.
Identifying the Character’s Desire
Your customer must want ONE clear thing tied to survival or thriving:
| Desire Category | Examples |
|---|---|
| Conserving resources | Save money, reduce waste, protect assets |
| Saving time | Efficiency, automation, shortcuts |
| Building networks | Community, relationships, belonging |
| Gaining status | Recognition, prestige, advancement |
| Accumulating resources | Wealth, inventory, capabilities |
| Experiencing meaning | Purpose, fulfillment, legacy |
Implementation: Open every piece of marketing by acknowledging what the customer wants. “You want [desire]” should be the implied or explicit opener.
Element 2: Problem (External, Internal, Philosophical)
Miller’s critical insight:
“Companies tend to sell solutions to external problems, but customers buy solutions to internal problems.”
Every meaningful problem operates on three levels:
The Three Problem Levels
External Problem: The tangible, surface-level challenge. What the customer would describe to a friend.
Internal Problem: The emotional frustration the external problem creates. How it makes them feel.
Philosophical Problem: Why this matters on a deeper level. The “ought” and “should” of the situation.
Real Estate Example
| Level | Problem |
|---|---|
| External | ”We need more space for our growing family” |
| Internal | ”I feel stressed and anxious about this huge decision” |
| Philosophical | ”Everyone deserves to achieve the American Dream of homeownership” |
Implementation
Most brands only address the external problem. The companies that dominate address all three—especially the internal problem, which is what actually drives purchasing decisions.
Your villain isn’t a competitor. Your villain is the problem itself. Personify it: “Confusing tax software that makes you feel stupid” positions the problem as something to defeat.
Element 3: Guide (The Brand’s Role)
“Customers aren’t looking for another hero; they’re looking for a guide.”
Think Yoda to Luke Skywalker. Gandalf to Frodo. The guide has wisdom, not heroics.
Two Required Guide Qualities
1. Empathy: Demonstrate that you understand the customer’s pain.
- “We know what it’s like to…”
- “You’re not alone in feeling…”
- “We’ve seen countless [customers] struggle with…”
2. Authority: Prove competency to solve the problem.
- Testimonials and case studies
- Relevant credentials and experience
- Logos of recognizable clients
- Statistics and data
The Balance
Too much authority without empathy = arrogant and cold. Too much empathy without authority = sympathetic but incompetent.
The guide position requires both. Lead with empathy, then establish authority.
Element 4: Plan (Process and Agreement)
Customers don’t take action when confused. A clear plan reduces confusion and perceived risk.
Two Types of Plans
The Process Plan (3 Steps)
Provide a simple 3-step path that reduces cognitive load:
- Schedule a call
- Get a custom proposal
- Launch your new system
The magic is in the number three. More than three feels complex. Fewer than three feels incomplete.
The Agreement Plan (Risk Reversal)
Reduce perceived risk through explicit commitments:
- Money-back guarantees
- Service level agreements
- “No spam” promises
- Clear cancellation policies
Miller’s rule: “If you confuse, you lose.”
Implementation
Every landing page needs a visible 3-step process plan. Every checkout needs agreement elements that reduce purchase anxiety.
Element 5: Call to Action (Direct and Transitional)
“Customers do not take action unless they are challenged to take action.”
Brands that don’t ask clearly don’t sell effectively.
Two Types of CTAs
Direct CTAs: The “marry me” ask. Bold, clear, repeated.
- “Buy Now”
- “Schedule Today”
- “Get Started”
- “Register”
Direct CTAs should appear multiple times on every page. In the header. In the hero. In the middle. At the bottom. Repetition isn’t annoying—it’s clarity.
Transitional CTAs: The “date me” ask. Nurture the relationship.
- “Download Free Guide”
- “Watch Demo”
- “Take the Quiz”
- “Subscribe to Newsletter”
Transitional CTAs capture leads who aren’t ready to buy. They keep the relationship alive.
Implementation
Every page needs both. Direct CTA as the primary action. Transitional CTA as the secondary option for those not ready.
Element 6: Failure (The Stakes)
Every story needs tension. Without stakes, there’s no urgency.
“Think of failure like salt: use too much and you ruin the flavor; leave it out and the recipe tastes bland.”
Loss Aversion Psychology
People hate losing $100 more than they enjoy winning $100. This asymmetry is powerful.
Your marketing should communicate what customers stand to lose by not acting:
- Wasted time continuing with broken systems
- Lost revenue from inefficient processes
- Missed opportunities that competitors will seize
- Continued frustration and stress
Implementation
Don’t fear-monger. Don’t manipulate. But do paint an honest picture of what happens without change. The failure state creates contrast that makes success more appealing.
Element 7: Success (The Transformation)
“Never assume people understand how your brand can change their lives. Tell them.”
Paint a vivid picture of life after transformation.
Three Success Dimensions
Practical Success: What tangible outcomes will they achieve?
- “Save 10 hours per week”
- “Increase revenue by 30%”
- “Reduce errors to near-zero”
Emotional Success: How will they feel?
- “Finally feel confident in your finances”
- “Sleep better knowing your family is protected”
- “Stop dreading Monday mornings”
Aspirational Success: Who will they become?
- “Become the leader your team deserves”
- “Join the ranks of successful entrepreneurs”
- “Build the legacy you’ve always imagined”
Implementation
Before/after imagery. Customer testimonials describing transformation. Specific, concrete outcomes rather than vague promises.
Practical Applications
The Grunt Test for Websites
Within 5 seconds, visitors should answer three questions:
- What do you offer?
- How will it make my life better?
- What do I need to do to buy it?
Show your homepage to someone unfamiliar with your business. If they can’t answer all three in 5 seconds, your messaging needs work.
The One-Liner Formula
Create a single sentence that captures your brand story:
Structure: “For [target audience] who struggle with [problem], [brand] provides [solution] so they can achieve [success].”
Example: “For busy professionals who struggle with meal planning, FreshPrep provides pre-portioned ingredients and simple recipes so they can eat healthy without the stress.”
Email Marketing Application
Miller advises: “About every third or fourth email in a nurturing campaign should offer a product or service.”
Nurture sequences should be:
- Short (scannable)
- Customer-focused (about their problems, not your features)
- Value-rich (useful information even without purchase)
- Consistently branded (same voice, same story)
Reported Results
| User | Result |
|---|---|
| Amy L. | Over 3000% growth, $6M to $20M trajectory |
| Kyle Schultz | $25K launch to $103K post-StoryBrand |
| Britt Rayburn | Business grew 570% in first year |
| Church campaign | Raised $2M over projected needs |
Limitations and Criticisms
The framework isn’t universal. Understand when it helps and when it constrains.
Can Produce Generic Messaging
If competitors use the same framework, messaging becomes interchangeable. Multiple SaaS companies selling CRM software might sound identical when following StoryBrand mechanically.
Solution: Use StoryBrand as structure, but inject unique brand voice and specific details.
Too Simplistic for Complex B2B
The rigid approach can limit B2B brands with multiple stakeholders and long sales cycles. Dr. Michelle Mazur of Communication Rebel notes:
“Not for businesses that work with clients on complex problems or deliver intangible results.”
Solution: Adapt the framework for multiple stakeholders. Create separate brand scripts for different decision-makers.
Not Ideal for Thought Leadership
LinkedIn, newsletters, and podcasts require fresh, contrarian content. StoryBrand’s format can feel repetitive for building personal brands.
Solution: Use StoryBrand for conversion-focused assets (websites, landing pages). Use other approaches for thought leadership content.
Requires Proper Implementation
Philosophy alone doesn’t convert. The framework needs translation into specific tactical execution across every touchpoint.
StoryBrand vs. Other Frameworks
| Framework | Focus | Best For |
|---|---|---|
| StoryBrand | Customer as hero, clarity | Marketing messaging, websites |
| Golden Circle (Sinek) | Brand purpose (Why) | Brand positioning, leadership |
| PAS | Pain point amplification | Short-form copy, ads |
| Made to Stick (SUCCESs) | Message stickiness | Making ideas memorable |
Complementary Use
Golden Circle can inform the “philosophical problem” in StoryBrand. Use Golden Circle to define company purpose, then StoryBrand to communicate to customers.
Essential Miller Quotes
“The customer is the hero, not your brand.”
“If you confuse, you lose.”
“Pretty websites don’t sell things. Words sell things.”
“What we think we are saying to our customers and what our customers actually hear are two different things.”
Resources and Next Steps
Books:
- Building a StoryBrand (2017) — The foundational text
- Marketing Made Simple (with Dr. J.J. Peterson) — Implementation guide
Tools:
- StoryBrand.ai — AI-powered BrandScript generator
- Free BrandScript builder at mystorybrand.com
Training:
- StoryBrand Live Workshop (~$2,000-3,000)
- Guide Certification (~$10,000)
The Bottom Line
StoryBrand provides a reliable structure for messaging clarity. The seven elements—Character, Problem, Guide, Plan, Call to Action, Failure, Success—create a repeatable formula that works across industries.
The framework’s strength is its simplicity. The framework’s weakness is also its simplicity.
Use it for conversion-focused marketing assets. Adapt it for complex B2B scenarios. Combine it with other frameworks for thought leadership. And always inject your unique brand voice to avoid sounding like every other StoryBrand graduate.
The customer is the hero. You’re the guide. That positioning shift alone transforms how customers perceive your brand.