What Is A BrandScript? How To Use It To Grow Your Business

Do you know the story your brand tells? Does your brand tell a compelling story that makes customers want to do business with you? If not, you need a BrandScript! A BrandScript is a StoryBrand term, and I’m your StoryBrand guide here to help you create the foundation of a message for your brand that will compel your customers to do business with you again and again. 

Your BrandScript will help you when you get stuck writing your copy for sales pages, your website, a lead magnet, social media…anywhere! It’s the foundation of your message that will keep your copy on track and give it the element that it may be missing if you feel like your message has been falling flat or needs a refresh. Whether you’re writing copy for a blog, outlining a podcast, or planning a launch, a BrandScript will help you emphasize the key points that matter most to your customer and tell a story that ends in them doing business with you!

In today’s episode you’ll learn:

• What a BrandScript is
• How to use it to create a compelling message
• How to use a BrandScript to get unstuck writing copy
• Why a BrandScript creates a brand story that will attract more customers

Do you know the story your brand tells? 

Does your brand tell a compelling story that makes customers want to do business with you? 

If not, you need a BrandScript!

What Is A BrandScript?

A BrandScript is a StoryBrand term. For anyone who’s new here,  StoryBrand is a marketing and messaging framework created by Donald Miller who is the author of the book, Building A StoryBrand and the creator of the framework by the same name, of which I am a certified guide. The StoryBrand framework helps you create marketing that has a clear message and a clear path for your customers to follow. The foundation of that framework is called your BrandScript.

Having a BrandScript will help you when you get stuck writing your copy for sales pages, your website, a lead magnet, social media…anywhere! It’s the foundation of your message that will keep your copy on track and give it the element that it may be missing if you feel like your message has been falling flat or needs a refresh. It can be used to guide your copy on a blog, the outline of a podcast or YouTube video, or planning a launch. 

A BrandScript will help you emphasize the key points that matter most to your customer and tell a story that ends in them doing business with you!

When you use a BrandScript to guide your message, you’re creating a compelling message that invites your customer into a story that ends in their success. 

Why is this important? 

This elevates your brand message above all of the noise your customers hear.

Three Key Ways A BrandScript will Differentiate Your Business

1. A BrandScript will tell your brand story in a way that compels customers to do business with you.
   
   
2. Making your customer the hero of your brand story will separate you from your competitors.
   
   
3. A BrandScript will eliminate unnecessary messaging that causes your message to be flat and ineffective.

A BrandScript Will Create A Compelling Message For Your Business

A Brandscript foundation outlines the seven elements of your brand story. It starts with a character (your customer) who has a problem (what your business exists to do is a solution to this problem). That customer meets a guide (that’s you!) who  gives them a plan (1, 2, 3 this is how you work with me) and calls them to action (gives them a direct step to take to overcome the problem) that ends in success (what does that look like?) and helps them avoid failure (what’s at stake we are avoiding or what’st the cost of not doing business with you). 

This is the cadence of any good story. As a StoryBrand guide, I create your brand story using the BrandScript format so your brand is telling a story that compels your customers to do business with you!

Where do you use your BrandScript? Everywhere! Use it to pull elements of your brand story so your copy always stays on track and keeps your customer’s attention.

• Sales pages
• Website copy
• Lead magnets
• Email marketing
• Advertising
• Blogs, podcast or YouTube videos

Stand out with a Brandscript. Most businesses are busy talking about themselves, their services, and how great they are. As consumers, we tune them out unless we clearly see a message that benefits us. When you change the focus of your message to always put your customer in the spotlight and position yourself as the guide, your message wins every time.

Attract More Customers

This framework works. Every time. It’s simple and clear and customers today who are bombarded with messages like simple and clear. They are too busy to figure out how to work with you. It’s your job to show them and the BrandScript does it in a way that is compelling and will attract your customers to you.

• Simplify your message and make the benefit clear to your customers.
• Give your customers an easy path to success. People naturally avoid things that sound too hard.
• Focus on your customer. They are the hero of the story. You are the guide.
• Grab, and hold, your customer’s attention by showing them what success looks like. You’re in the business of the result you create.

Get Unstuck

If you find yourself stuck with copy or messaging, go back to this framework.

 Ask yourself these questions to help you get unstuck and find the elements of your brandscript:

1. What does your customer want? 

Keep asking why, so you get to the heart of what they want. 

1. What’s stopping your customer from getting what they want?
   This is the challenge you provide a solution and a call to action to solve.
    
2. What will the customer (the hero) life look like if they get what they want?
   Paint the vision of success the details exactly what it looks like when you help them get what they want. 

Asking yourself those three questions will help you get unstuck, and keep your copy on track with a story that’s about your customer.

That’s the foundation of a BrandScript and how it will help you create a message that matters to your customer. 

As A StoryBrand certified marketing guide, I’d love the opportunity to work with you to create your BrandScript. Schedule a free call to learn more about how a BrandScript will help you grow your business.

Resources From Today's Show:

Grab a StoryBrand coaching session to create your BrandScript  https://calendly.com/amberglus
*enter code PODCAST to get $100 off your coaching session or any of my copywriting and marketing services as a THANK YOU for being a podcast listener!

StoryBrand by Donald Miller: https://amzn.to/3ygPdXNhttps://amzn.to/3ygPdXN

Marketing Made Simple by Donald Miller: https://amzn.to/3tG8YEp

Try Kajabi free for 14 days https://app.kajabi.com/r/sF7FazZp/t/hpcdqyng

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This blog post is a summary of The School of Copy And Messaging Podcast episode #79. You can listen to the full episode on Apple Podcasts or Google Podcasts