How I broke StoryBrand (well, for me anyway)

Journey into the Belly of the StoryBrand Beast

Let me caveat everything I am about to say: I am a HUGE fan of the StoryBrand messaging framework. It’s one of the simplest, most elegant processes for discovering your ideal client and crafting clear, compelling messaging that resonates with that audience. As a former member of a StoryBrand agency and a StoryBrand-trained copywriter and messaging strategist, I wholeheartedly endorse the framework as a step in defining your brand messaging. 

But it’s just one step…and that’s where most StoryBrand marketing falls flat.  

So, let's start this off with a nice, stiff drink of unfiltered truth: StoryBrand is a FRAMEWORK…not a STRATEGY. Yeah, the clean-cut framework might seem like your brand's knight in shining armor. But, at the end of the day, it's about as comforting as a Band-Aid on a chainsaw wound. Ultimately, you need more.  

Your Message IS Probably Broken…BUT…

The central focus of StoryBrand marketing is your messaging, and the truth is most businesses could seriously use help with that aspect of their marketing.  

But your brand messaging should include so much more than just what you say to your target market.  It should include THE WAY you say it and HOW you get it out to the world.

Hey, don't get me wrong. StoryBrand is a neat little package that helps you peel back the layers on your message.

It shifts your focus from rattling off features and benefits like a glitchy robot to illuminating the problems you solve as a part of a greater hero’s journey.

It helps you empathize with your client and may (with the right Guide) help you determine products that specifically solve that problem.

But listen up because this is crucial: Your message is NOT your brand voice.

The Problem With One-Size-Fits-All Templates

At the end of the day, the StoryBrand framework is just that…a framework, a template, a step-by-step process. The problem with step-by-step guides is that without a little artistic flair and creativity, they easily become formulaic and stilted (which, by the way, is the opposite of standing out in the crowd). 

Let’s face it, one-size-fits-all only works if you’re a damn Snuggie. That's why a lot of StoryBrand messaging ends up feeling as impersonal as a breakup text. You've got yourself a framework- not a bespoke plan or, heaven forbid, a strategy.

That’s not to say that there aren’t excellent marketers out there who can marry the framework to your brand voice and create something amazing and authentic, but that skillset doesn’t automatically come baked into a StoryBrand Guide by default.

Frameworks Vs. Strategies

The problem with all frameworks is that they provide a lot of the “what” and hopefully a good deal of the “why,” but they are generally pretty short on the “how.”

“How” gets your message out to the world versus sitting in a dusty file folder in your desk drawer.

Ultimately, how are you going to implement this StoryBrand message?

Without a clear game plan, you might as well be planning a road trip without a map or GPS.

Step Up Your Game: Growing into Your Brand Voice

After churning out a staggering number of StoryBrand websites and messaging guides — we're talking hundreds, folks — I had a facepalm moment. It was the kind of revelation that makes you spill your coffee. 

Why were these messages as flat as a day-old soda? Because I was trying to shove these vibrant, unique brand voices into a formulaic straightjacket. Picture trying to fit a square peg in a round hole... with a sledgehammer.

Here's the raw truth I stumbled upon: using a formula to define your audience ain't bad, but blindly hoping they'll resonate with a templated voice? That's where the disaster begins. 

Alright, here's the 24-karat gold nugget you've been waiting for.

Great marketing goes beyond clarifying your message.

It helps you to find, extend, and amplify your brand voice until it's as unmistakable as a foghorn in the dead silence. Let your brand don its big-boy pants and speak with an authority that turns heads.

I realized that the magic happened when I started tailoring the formula to showcase the brand’s unique voice- that’s when we started seeing the right audience sit up and take notice. 

Clear messaging is as important as caffeine on a Monday morning. But here’s where most folks miss the mark — they confuse clarity with blandness. Your message shouldn’t sound like it came out of a can; it should roar in your unique voice and tone.

So, that’s the skinny on our relationship with the StoryBrand formula. 

I’m not breaking up with StoryBrand, but I’m definitely open to seeing other frameworks. 

I recognize it for what it’s worth - a great start that will definitely get you on your way to a clear message.  But it's high time to rev the engines, break out of the mold, and let your brand's authentic voice thunder through the market. 

Done with being a wallflower in a templated world? Ready to command the spotlight with a message that's undeniably, irrevocably, irresistibly YOU?

If you're ready to extend your message IN YOUR UNIQUE VOICE - Book a call. Let's torch those templates and craft a strategy that’s as distinct and memorable as your last drunken karaoke session. Together, we're about to make some noise.