The 9 most common BrandScript mistakes (and how to fix them)

If you have StoryBrand you are already familiar with the concept of a BrandScript. This is a powerful tool that helps you write your marketing message according to the 7-part StoryBrand Framework. A BrandScript helps you create a story in which the customer is the hero and you (or your brand) is the guide that helps them solve their problem.

Unfortunately, writing a BrandScript is easier said than done, and as a StoryBrand facilitator at Buzzlytics, I often see the same mistakes when companies start working on this themselves based on the book.

A shame, because as a result they are not getting the most out of their BrandScript and the marketing materials that come out of it are also less effective.

To get you started, in this article I share the nine most common mistakes I encounter in BrandScripts and explain how to avoid them. After reading this article, you'll know exactly what to look for when writing your own BrandScript and have concrete tools to improve it.

This article is a translation/edit of the article The 9 Most Common BrandScript Mistakes (And How to Fix Them).

For your BrandScript to really catch on, you need to focus on what your customer really wants and what you can offer.

In every good story, the hero wants something. Harry Potter wants to defeat Voldemort. Frodo Baggins wants to destroy the ring. Batman wants to protect Gotham City.

The first thing you need to describe in your BrandScript is what your customer (the hero of the story) wants. Make sure the hero's desire is specific and relevant to your product or service. It should feel important to the hero - so important that he is willing to pay to solve it.

Suppose you sell mattresses. You can then write in your BrandScript that your hero wants "a better bedroom," but this is too broad and not related enough to the mattress itself.

For your BrandScript to really catch on, you need to focus on what your customer really wants and what you can offer. For example: Your customer is not just looking for any mattress. He's looking for a mattress that gives him the kind of sleep that makes him feel like he's on vacation every night.

Many brands adopt the desire of the hero they just defined in the external problem section of their BrandScript.

Instead, use other words to describe the external problem your product or service solves. Reframe the external problem in a way that helps your customer understand their situation and paves the way for the solution.

To take up again our mattress salesman example: your hero wants a good night's sleep and you have described the fact that he is not sleeping as an external problem.

But it is better to describe the concrete impacts and obstacles your hero faces. For example, that he constantly tosses and turns on his uncomfortable old mattress, waking up every morning tired and frustrated.

Your story should make it clear that you understand what is bothering your hero and prove that you are the right party to help them.

The internal problem should be a feeling that the hero experiences that prevents him from achieving his goal.

This internal problem is often overlooked in BrandScripts, whereas naming it allows you to connect with your target audience on a deeper level.

For example, the internal problem in the case of a mattress may be that your hero struggles with anxiety and stress, which causes him to lie awake all night.

Make sure your BrandScript reflects your hero's problems and includes testimonials from satisfied customers. This helps readers feel connected to the hero and understand why they need the product or service.

Empathy is about understanding your hero's problem and how it affects them. Authority is about showing that you have the knowledge and experience to solve their problem.

Often I see that the hero's problem is described too generally, not showing that the company really understands the hero or has the answers.

Your story should make it clear that you understand what is bothering your hero and prove that you are the right party to help them.

To take an example other than the mattress, if you own a pet groomer, for example, you might say, "We know how frustrating it is to search for a reliable groomer who really cares about your pet's well-being and comfort. With over 10 years of experience in making pets and their owners happy, we make sure your four-legged friend is in expert hands and has a stress-free and enjoyable trimming experience."

The plan should be easy for your hero to follow and should clearly describe the steps they must take to achieve their goals.

Often brands claim their product solves a problem, but don't give specific steps to get there. Or, on the contrary, they give too many steps, leaving their hero confused.

So make sure your plan is simple, clear and concise. In case the product is a mattress, then the plan might be:

1. Choose the right mattress with our sleep test
2. Follow our easy installation guide
3. Create a regular sleep schedule

This divides the process into concrete steps, making it clear how the hero should proceed.

The transitional call to action (TCTA) should offer something of value to customers in exchange for their e-mail address. If the free offer is not relevant and valuable, customers will not share their contact information and you will miss out on sales.

For example, we often see that the TCTA is a generic sign-up sheet for updates, with no enticing offer. As a result, customers have little reason to share their e-mail address.

So your TCTA must be compelling and solve an immediate problem. For example, the mattress seller might put on his website, "Discover the secret to perfect sleep. Download our exclusive mattress guide for free now." That way, you provide immediate value and give customers a reason to get further involved with your brand.

The failure and success sections should show how your product or service can help customers achieve their goals and avoid negative consequences.

Too often these sections focus on product features rather than on the customer's daily life and well-being.

Solution: customize these sections to focus on the customer journey. In the case of a mattress, the success section can show how the mattress helped customers sleep well and improve their overall health. The failure section can show how customers who didn't buy the mattress still had sleep problems and experienced other negative consequences.

The BrandScript should be easy to read and understand. Avoid jargon or technical terms that customers may not be familiar with.

For example, what I often see is that descriptions are full of technical terms and jargon, such as: "The mattress is made with patented viscoelastic foam."

This won't tell your customer anything. Use simpler language to make your text accessible. In this case, for example, it would be better to say, "The mattress is made with a special foam that adapts to your body and provides support."

The BrandScript should be reflected in the website design, content and call to action.

The BrandScript should be reflected in the website design, content and call to action. Otherwise, you will continue to confuse customers and miss out on leads and sales.

Often I see that the website lacks the spirit and message of BrandScript.

Make sure your website embodies your BrandScript. For example, if your BrandScript emphasizes the importance of a good night's sleep, your website should include information about the benefits of sleep and tips on how to sleep better. The call to action should also match the BrandScript. For example, consider a free guide on how to choose the right mattress.

A good marketing message is all about understanding what your customers need and showing how you can help them. By avoiding these nine common mistakes, you will make a much better connection with your potential customers. Your BrandScript becomes a powerful document that ensures your marketing becomes stronger and more effective.

At Buzzlytics, we see weekly that many companies struggle with their BrandScript. In a StoryBrand implementation process, we can help you translate your BrandScript into your key marketing materials.

Wondering if a StoryBrand implementation is right for you? We'd love to think with you. Schedule a meeting with one of our consultants today.