The StoryBrand 7-Part (SB7) framework, popularized by Donald Miller’s Building a StoryBrand, is a narrative formula for clarifying your marketing message. It treats your customer as the hero of a story and your brand as the helpful guide, a concise summary of the framework is A CHARACTER who wants something encounters a PROBLEM at the peak of their despair, a GUIDE steps gives them a PLAN, and CALLS THEM TO ACTION. That action helps the character avoid FAILURE and ends in SUCCESS.
In other words, great marketing should feel like a clear story. By focusing on customer needs first, not your product. SB7 cuts through the noise. As one guide explains, The story is not about you or your brand. The story is about your customers getting what they want. This shift from brand-centered to customer-centered storytelling is at the heart of the StoryBrand method.
Telling your brand’s story is like illuminating a journey where your customer is the hero who holds the light. StoryBrand asks you to list the seven key elements of any strong story. Think about what your customer (Hero) wants, articulate the problems they are facing, present your brand as the Guide, offer a clear Plan, and then call them to action. Finally, paint both the stakes of failure (what the customer will avoid) and the vision of success (their happy ending).
This framework makes your message crystal clear. Instead of vague marketing fluff, you answer the questions customers subconsciously ask i.e. What do I need? How can they help? What happens if I act (or don’t)? The result is messaging that customers immediately understand and resonate with.
The 7 Elements of the SB7 Framework
1. Character (Hero)
The hero of your story is your customer, not your company. The very first step is to identify what your customer wants. Be clear about their desire or goal in terms that matter to them. For instance, A spacious kitchen you’ll love or The creative tool that brings your ideas to life. Because people tune into stories about themselves, everything starts with the customer’s needs. Many brands make the mistake of talking about themselves instead, don’t do that. Instead, talk about your customer’s dreams.
2. Problem
Next, define the problem or “villain” standing in the hero’s way. StoryBrand teaches that you should acknowledge both external and internal problems and even the philosophical problems behind them. The external problem is the obvious obstacle (“I need a car” or “I’m losing money each month”). The internal problem is how the customer feels (I’m frustrated, overwhelmed, or scared by this situation). The philosophical problem is the bigger moral issue (No one deserves to feel cheated or Quality should be affordable).
For example, CarMax’s messaging pinpoints all three:
- External: I need a reliable car.
- Internal: I’m afraid of buying a lemon.
- Philosophical: A car purchase shouldn’t feel like a wrestling match.
By spelling out these problems, you show customers you understand them. As one marketer puts it, “Your business exists to solve problems. The more you talk about your customers’ problems, the more they listen”.
3. Guide
Having identified the customer’s need and problem, position your brand as the guide who can help. In stories, the hero often meets a mentor or guide. In SB7, your brand plays that guiding role. To do this effectively, show empathy (you care and understand) and authority (you have the solution). For instance, your website or ad might say “We know how tough it is to [state a problem] that’s why we created [our product/service] to help”. The Short form summary explains “In branding, the guide is your brand, which will help the customer solve her problems and get what she wants”. By calling yourself a guide, you shift focus away from you and onto the customer’s journey.
4. Plan
After empathizing, give the hero a simple plan. This is a brief roadmap or set of steps that shows how to work with you or use your solution. It dispels confusion like the sun lifts fog, reassuring prospects and lowering fear. A one or two-sentence plan or a short bullet list works well.
For example, CarMax spells out buying a car online in 3 easy steps:
- Choose your car,
- Buy by filling details,
- eSign and arrange delivery.
Clarity gives customers the confidence to take the next step. As explained in StoryBrand, people don’t move forward in uncertainty, no one walks into a fog. A clear plan acts like the midday sun, cutting through confusion and revealing the path ahead. When you present a straightforward plan, you eliminate doubt, build trust, and ultimately drive more sales.
5. Call to Action (CTA)
Now you invite the hero to act. This means giving a clear, direct CTA so your customer doesn’t have to guess what to do next. On a website, it’s typically a big button (like “Buy Now” or “Sign Up Today”). In an email or ad, it’s the line encouraging the next steps (“Claim your offer”, “Schedule a demo” etc.). StoryBrand warns against weak prompts like “Learn More” or “Discover”. Instead, use concrete verbs like Order now, Call today, Shop now, Register today.
A strong CTA is part of caring for the customer. They’re facing a problem, and you’re offering a clear path to a solution. As one StoryBrand coach puts it, if you truly believe you can help someone, guiding them to take action is one of the most compassionate things you can do.
6. Failure (Negative Stakes)
Every good story hints at what’s at stake if the hero fails. In SB7, this means spelling out the negative consequences of not using your solution. Please don’t overdo it, but give customers a taste of what they’ll avoid by buying from you. For example, CarMax might warn without our guarantee, you risk getting ripped off by a used-car salesman or being stuck with a lemon.
The Little Mountain Printing blog notes these failures, If someone doesn’t do business with you, what could go wrong? What tragic ending are you saving your customer from?. Indeed, CarMax’s messaging explicitly says customers avoid “getting ripped off by a used-car salesman”, “being stuck with a lemon”, or “feeling taken advantage of” by not shopping there. By gently highlighting the pain they escape, you increase the urgency to act.
7. Success (Positive Stakes)
Finally, describe the success of the hero’s happy ending when your brand has guided them to victory. Paint a vivid picture of life after the purchase, and how the customer’s world will be perfect. This is the “promised land”. For example, if you sell ice cream, success might be a rich, creamy taste of heaven after a hard day. If you sell rugs, success might be a beautiful floor that makes the room feel complete.
Every product or service has a way to improve life, your job is to express that clearly. Think, “With our product, you’ll save time and stress, without it, you’ll still be overwhelmed”. As StoryBrand’s example notes, the success section is like flour in a recipe, pour as much language from this part into your marketing as possible. Repeatedly show the win, the hero relaxing, smiling, enjoying the result. This leaves readers motivated to imagine their happy ending.
SB7 BrandScript Template (Fill in the Blanks)
To put SB7 into practice, use this simple fill-in-the-blank template to draft your BrandScript:
- Character (Hero): My [ideal customer persona] wants to [customer’s goal or desire].
- Problem: But they face [external problem] and feel [internal problem] because [philosophical problem].
- Guide: We (your brand) understand this struggle and have [experience/expertise] to help.
- Plan: We offer a simple plan: 1) [Step 1], 2) [Step 2], 3) [Step 3].
- Call to Action: We invite you to [primary CTA, e.g. Get Started or Buy Now].
- Failure: Without this, customers risk [negative consequence 1] or [negative consequence 2].
- Success: But if they act, they’ll [positive outcome 1] and [positive outcome 2] — achieving [their original goal].
Fill in each blank with your customer’s language. For instance, a fitness app might say “Busy professionals want a healthier life, but they feel overwhelmed with work (external problem) and guilty about neglecting themselves (internal problem) because I shouldn’t have to sacrifice my health for my career (philosophical problem). We understand this and offer a 3-step plan: 1) choose your workout, 2) do it in 15 minutes, 3) track your progress. Tap ‘Start Free Trial’ now. Otherwise, you risk burning out and staying unhappy (failure) but if you act, you’ll have more energy and confidence to enjoy life (success). This script becomes the backbone of your website copy, ads, emails, social posts, etc.
Case Studies: StoryBrand in Action
Apple – “Shot on iPhone” Campaign
Apple used SB7 principles brilliantly when promoting the iPhone camera. They made the customer the hero who wants to capture life’s moments. Apple did not lead with specs, instead, they acknowledged the hero’s problem of high-quality photos usually requiring bulky, expensive gear, and many people feel they lack the skill to take great pictures. Apple then positioned itself as the empathetic guide to its solution (the iPhone camera) which is easy to use.
The plan was implied by their hashtag which requires you to use your iPhone to take photos, share them with #ShotOnIphone, and maybe get featured. The call to action was subtle (“Share your best iPhone photos”), and the campaign highlighted the stakes without an iPhone, customers miss out on capturing special moments effortlessly (failure) with it, and even amateur users become accomplished photographers, gaining recognition and joy (success).
This storytelling approach made a massive impact, Apple’s ‘Shot on iPhone’ campaign generated over 6.5 billion media impressions and inspired 26 million social posts. Rather than showcasing technical specs, it captivated the world by celebrating real stories captured through the lens of its users.
Greenwheels (Meal Delivery) Example
A hypothetical organic meal service called GreenWheels applied SB7 to sharpen its message. Their hero is a busy mom who wants her family to eat healthy. The problem is she has no time to shop or cook nutritious meals. GreenWheels positions itself as the guide (“We know how tough it can be to eat healthy in a busy world. We were founded by a mom just like you”) and lays out a clear plan, 1) Choose your goals, 2) Pick a meal plan, 3) Enjoy delicious dinners every night.
Their call to action: “Select a meal plan to start your journey to a healthier, happier you”. Crucially, they articulate the stakes with GreenWheels, you always have a healthy meal option at your fingertips (success), but without it, you’re back to stressing over takeout and ending up with unhealthy options (failure). This clear narrative resonates with customers, for GreenWheels, every line of marketing copy from website to ads echoes the hero’s story of saving time and eating well.
Dollar Shave Club Case Study
These examples show that SB7 works for startups and giants alike. Dollar Shave Club used a similar approach, they cast the customer as the hero who wants a simple shave, focused on the problem of overpriced razors, and promised a hassle-free outcome (smooth shave, more money in your pocket). The result for Dollar Shave Club and any brand that follows SB7 is a narrative that customers can see themselves in.
Applying SB7 to Your Website, Email, and Social Media
The power of StoryBrand shines through when you apply it across all channels.
How to Apply SB7 to Your Website
Make sure your homepage follows the SB7 logic. Above the fold, state the hero’s goal and the big problem. Show a quick three-step plan and a bold CTA button (e.g. “Start My Free Trial”). Further down, highlight avoid failure e.g. what old frustrations they leave behind, and reach success e.g. testimonials or vivid benefits customers enjoy. Ask yourself the SB7 questions “Is my CTA crystal clear? Am I showing the costs of inaction? Am I describing the customer’s happier life after buying?”. Filling these in keeps your pages concise and effective.
Remember that customers scan for solutions, if they don’t see their problem addressed within seconds, they move on.
How to Apply SB7 to Your Email Marketing
In email marketing, treat each message as a mini-story. Start with the hero’s problem “Do you ever feel like time is slipping away?” and briefly empathize. Then guide them with your solution explaining features in human terms and finish with a CTA (“Click here to solve X now”). Even your email subject line can be a StoryBrand one-liner, a short hook that states the problem and promises i.e. “Save 10 hours/week with our tool”. Overall, weave SB7 elements through a sequence of emails, problem in one, plan in the next, and success story in another.
How to Apply SB7 to Social Media Marketing
On social media, storytelling matters just as much as brevity. A powerful strategy is to create a one-liner for your profile or pinned post—a single sentence that communicates the problem you solve, the solution you offer, and the transformation your customer can expect. As one coach explains, a great one-liner includes three key elements: the problem, the solution, and the improved outcome.
For example, Tired of complicated workouts? [Brand Name] gives you a 10-minute daily routine to make you stay fit without stress. Use that in your bio or intro. Then, each post can highlight a piece of your Brandscript, call out a problem in a customer’s life, share the plan or tip, and invite action (“Learn more” with a link). Images or short videos can illustrate the hero’s journey, for instance, before-and-after visuals or a quick how-to. Consistency is powerful when all your posts speak your customer’s story language, your brand becomes unmistakably clear across platforms.
Remember that the goal is clarity. Using SB7 in website copy, emails, and social posts, every channel tells a cohesive story that resonates. This unified approach turns casual browsers into leads. As one StoryBrand expert notes, applying storytelling principles means you write clear, consistent, and compelling messaging on your website, videos, social media posts, and even the emails you send to potential clients.
Conclusion
The SB7 framework isn’t just theory—it’s a practical, actionable tool. Start by using the BrandScript template above to evaluate your website and marketing materials. Are they written from your perspective or your customer’s? Shift the focus by applying the SB7 structure: update your headlines and emails to highlight the hero’s (your customer’s) desires and challenges, then guide them through your plan and a clear call to action. Small changes yield big results; businesses that have applied StoryBrand report dramatically higher engagement.
For instance, a printing company experienced a surge in ad inquiries after revamping its messaging using the SB7 framework, even a blurry print ad performed well once the message was clear. Similarly, CarMax’s success in addressing customer pain points helped it grow into a $15 billion franchise.
Now it’s your turn. Choose one message (website banner, email subject, or social post) and rewrite it using SB7. Write it from your customer’s viewpoint, with their goal first, your empathy second, and a clear call to action third. Emphasize what they avoid by acting and how great life will be if they succeed. This simple exercise will instantly make your message more compelling. By masterfully telling your customers’ stories, you’ll cut through the marketing clutter and inspire them to engage. Start today, clarify your story, guide your customer, and watch your startup or marketing campaign take off.
Take the next step: Download and fill in your SB7 template now and share your new story with the world – your customers are waiting to see themselves in it.