{"id":27393,"date":"2021-03-01T16:58:29","date_gmt":"2021-03-01T20:58:29","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=27393"},"modified":"2025-10-03T11:34:04","modified_gmt":"2025-10-03T15:34:04","slug":"storybrand-brandscript","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/storybrand-brandscript\/","title":{"rendered":"Writing a Storybrand Brandscript: 7 Elements"},"content":{"rendered":"\n

What is a brandscript? How can writing a brandcsript help you build a storybrand<\/a> for your company? <\/p>\n\n\n\n

A brandscript is how you tell the story of your brand. Creating a script complete with a story, characters, and a conflict can help you determine your marketing strategy. <\/p>\n\n\n\n

Keep reading to find out how to create a brandscript. <\/p>\n\n\n\n\n\n\n\n

Editor\u2019s note: This article is part of\u00a0Shortform\u2019s guide to storytelling<\/a>. If you like what you read here, there\u2019s plenty more to check out in the guide!<\/em><\/p>\n\n\n\n

Create Your Storybrand Brandscript <\/strong><\/h2>\n\n\n\n

In Part 1, we learned that the best way to transmit a message is via story. There are many different ways to write stories\u2014just think about how many books and movies there are out there\u2014but there\u2019s one tried-and-true formula that\u2019s been tested throughout thousands of years of human history. <\/strong><\/p>\n\n\n\n

The author, who founded a company called StoryBrand, has streamlined this formula into a process called the StoryBrand 7-Part Framework (SB7). Using this framework, you\u2019ll follow a step-by-step process to create a brandscript, which is a document similar to the grids or storyboards that storytellers use to create movies or books.<\/strong> Once you\u2019ve created your brandscript, you\u2019ll be able to draw on its ideas to write copy and create content you can use in your marketing materials. <\/p>\n\n\n\n

The brandscript is universal and will work for any size of company anywhere in the world.<\/strong> For example, after implementing the framework, in just four years, the author\u2019s company doubled its revenue.<\/p>\n\n\n\n

You can create multiple brandscripts for your company at the overall, divisional, and product levels, and\/or for different customer segments<\/a>.<\/p>\n\n\n\n

Storybrand Brandscript Elements<\/h2>\n\n\n\n

There are 7 major elements in the storybrand brandscript. You should incorporate all the elements into your brand, and think about how they fit into a larger narrative, similar to a book or story. <\/p>\n\n\n\n

Element #1: The Hero (Customer) Wants Something<\/strong><\/h3>\n\n\n\n

The first of the seven story elements<\/a> is a hero who wants something. In a narrative, the hero is the main character and the center of attention.<\/strong><\/p>\n\n\n\n

In branding, the hero is the customer (<\/strong>not <\/em><\/strong>your brand) and you need to come up with something she wants that\u2019s survival-related and associated with your product.<\/strong> (Shortform example: If you sell hand soap, you can suggest the customer wants clean hands, which is related to survival because clean hands help prevent illness.)<\/p>\n\n\n\n

First, we\u2019ll discuss why wants are so compelling and how to choose them. Then, we’ll discuss how to write these wants into your brandscript.<\/p>\n\n\n\n

Element #2: A Problem<\/strong><\/h3>\n\n\n\n

The second of the seven story elements is the problem. In narrative, a problem is something that stands in the way of the hero getting what she wants.<\/strong> Problems engage the audience<\/a>, maintain interest in the story, and make the audience more likely to trust the storyteller because they feel understood. (Shortform example: In the book The Paper Bag Princess<\/em>, the dragon is the problem\u2014the dragon burns all the princess\u2019s possessions and kidnaps the prince she wants to marry.) <\/strong><\/p>\n\n\n\n

In branding, a problem is something the customer is frustrated by that your product or service can fix. <\/strong>(Shortform example: If you sell hand soap, the customer\u2019s problem is that her hands are dirty, which creates a feeling of disgust.)<\/p>\n\n\n\n

Problems are important to maintaining interest\u2014without conflict, stories are boring. <\/strong>No one would keep watching. (Shortform example: Imagine that in the movie The Wizard of Oz<\/em>, the wicked witch offered to give Dorothy a ride home after the first half-hour.)<\/p>\n\n\n\n

First, we’ll explore how to create a villain strong enough to mobilize customers. Then, we’ll discuss the three problems your product or service should address, and how to write these problems (and their solutions) into your brandscript.<\/p>\n\n\n\n

Element #3: The Guide (Your Brand)<\/strong><\/h3>\n\n\n\n

The third of the seven story elements is the guide. In a narrative, the guide is a character who helps the hero solve her problem.<\/strong> (Shortform example: In The Karate Kid<\/em>, the guide is Mr. Miyagi, a karate master who teaches hero Daniel how to fight.)  <\/p>\n\n\n\n

In branding, the guide is your brand, which will help the customer solve her problems and get what she wants. <\/strong>(Shortform example: if you sell hand soap, your brand offers customers the tools to get their hands clean.)<\/p>\n\n\n\n

First, we’ll discuss the dynamic between the hero and guide. Then, we’ll discuss the two characteristics you should demonstrate as a guide, and how to write evidence of these characteristics into your brandscript.<\/p>\n\n\n\n

Element #4: The Plan <\/strong><\/h3>\n\n\n\n

The fourth of the seven story elements is the plan. In a narrative, the plan is a method the guide gives the hero to alleviate her fears, help her get what she wants, and solve her problems.<\/strong> For example, in Moneyball<\/em>, guide Peter Brand tells hero Billy Beane<\/a> (general manager of a baseball team) to use algorithms instead of anecdotes to choose his players.<\/p>\n\n\n\n

(Shortform note: To see the seven story elements of Moneyball<\/em> in action, read our summary of the book<\/a>.) <\/strong><\/p>\n\n\n\n

In branding, the plan is step-by-step instructions that the brand gives the customer. <\/strong>The instructions explain how to buy or use the product or service, or alleviate fears about spending money on the product or service. (Shortform example: If you sell hand soap, you might assure customers that your salespeople don\u2019t work on commission\u2014no one will pressure them to buy a scent they\u2019re not sure about.)<\/p>\n\n\n\n

The first three steps of the SB7 Framework<\/a> were primarily about establishing characters and setting the scene. Step four is the first in which the customer has to start doing something. She\u2019s unlikely to do so unless you tell her exactly what to do next and how it\u2019s going to play out. <\/strong><\/p>\n\n\n\n

First, we’ll look at two different types of plans. Then, we’ll discuss how to write and title them, and how to add them to your brandscript.<\/p>\n\n\n\n

Element #5: Call to Action<\/strong><\/h3>\n\n\n\n

The fifth of the seven story elements is to act. In a narrative, the guide pushes the hero to act. <\/strong>(Shortform example: In Lord of the Rings<\/em>, Gandalf tells Frodo to take the ring to Mordor to destroy it.)<\/p>\n\n\n\n

In branding, the brand calls the customer to action<\/strong> by providing a button on their website that allows the customer to buy or get more information about the brand\u2019s products or services. (Shortform example: if you sell hand soap, you might create a button linking to a document called \u201cHow to Wash Your Hands Properly\u201d that customers can download from your website for free.)<\/p>\n\n\n\n

First, we’ll discuss the importance of using calls to action and learn about the two different types. Then, we’ll discuss how to employ them, and how to add them to your brandscript.<\/p>\n\n\n\n

Element #6: Negative Stakes<\/strong><\/h3>\n\n\n\n

There are only two motivations in life: 1) get something good or 2) avoid something bad<\/strong>, and the last two elements of the SB7 Framework address these motivations.<\/p>\n\n\n\n

The sixth of the seven story elements is the negative <\/em>stakes\u2014what happens if the character fails <\/em>to act, fails <\/em>to solve the problem, and fails <\/em>to get what she wants? In narrative, the possibility of loss\u2014and the terrible consequences loss comes with\u2014creates suspense and motivates the audience to stay engaged with the story.<\/strong> (Shortform example: In Harry Potter<\/em>, if hero Harry doesn\u2019t defeat villain Voldemort, Voldemort will take over the wizarding world and torture or murder people.)<\/p>\n\n\n\n

In branding, the possibility of loss\u2014the bad things that will happen to your customer if she doesn\u2019t buy your product\u2014motivates your customer to continue looking for a solution to the problem and a happy ending to her story. <\/strong>(Shortform example: if you sell hand soap and your customer doesn\u2019t buy it, her hands will be filthy and could infect her with diseases.)<\/p>\n\n\n\n

Stakes are important because every moviegoer and customer, when confronted with a story, is always subconsciously asking, \u201cWhy should I care?\u201d and \u201cWhere can this take me?\u201d If there\u2019s nothing at stake, the story is boring, and people tune out. <\/strong><\/p>\n\n\n\n

First, we’ll discuss the power of negative stakes. Then, we’ll discuss how to employ them, and how to add them to your brandscript.<\/p>\n\n\n\n

Element #7: Positive Stakes<\/strong><\/h3>\n\n\n\n

The last of the seven story elements is positive <\/em>stakes\u2014what happens if the character successfully <\/em>acts, solves the problem, and gets what she wants? In narrative, the possibility of gain\u2014and the happy ending it comes with\u2014motivates the audience to stay invested in the story.<\/strong> (Shortform example: In Harry Potter<\/em>, if hero Harry does <\/em>defeat villain Voldemort, the wizarding world will be safe, and Harry can have a normal life and start a family, something he\u2019s wanted since Voldemort killed his parents.) <\/p>\n\n\n\n

In branding, the possibility of gain\u2014and the positive stakes it comes with\u2014motivates the customer to buy your product. <\/strong>(Shortform example: if you sell hand soap, and people buy it and use it, they\u2019ll be clean and healthy.)<\/p>\n\n\n\n

The goal of this element is to close the gap between the hero\/customer and what she wants. First, we’ll discuss the requirements of happy endings and three popular story endings that we can draw inspiration from. Then, we’ll discuss how to share the happy endings with customers, and how to add them to your brandscript.<\/p>\n","protected":false},"excerpt":{"rendered":"

What is a brandscript? How can writing a brandcsript help you build a storybrand for your company? A brandscript is how you tell the story of your brand. Creating a script complete with a story, characters, and a conflict can help you determine your marketing strategy. Keep reading to find out how to create a brandscript.<\/p>\n","protected":false},"author":5,"featured_media":13419,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104,9],"tags":[215],"class_list":["post-27393","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-psychology","tag-building-a-storybrand","","tg-column-two"],"yoast_head":"\nWriting a Storybrand Brandscript: 7 Elements - Shortform Books<\/title>\n<meta name=\"description\" content=\"A brandscript is the story you write about your brand. 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