Is StoryBrand right for every organization?

You're considering getting started with StoryBrand, but you're unsure. Does this framework actually fit your organization? You obviously don't want to invest time and money in something that turns out not to work for your specific situation. And that doubt is logical - because while StoryBrand can be valuable for many organizations, it is indeed not the right solution for every organization.

As co-owner of Buzzlytics as well as StoryBrand Netherlands, I regularly speak to organizations that want to know if StoryBrand is right for them. I have been StoryBrand-certified since 2019 and have given dozens of workshops and guided implementations since 2021. I've seen which organizations are hugely successful with StoryBrand, but also which organizations benefit less from it.

In this article, I'll help you determine if StoryBrand is a good fit for your organization. You'll learn for which types of organizations StoryBrand is a good fit and in which cases the framework is less of a good fit. So this article will help you make an informed choice.

StoryBrand helps commercial organizations put their customer at the center of their story.

First, StoryBrand is ideally suited for commercial organizations because the framework helps to communicate complex propositions in a clear and complaint-oriented way.

Many organizations tend to talk about themselves and their solutions. StoryBrand helps these organizations put their customer at the center of their story.

By positioning the customer as a hero who has a problem and the organization as the experienced guide who can help them solve it, you create a clear message that speaks directly to your customer.

Consequently, commercial organizations that implement StoryBrand often see that their message not only arrives better, but actually leads to more conversions and sales.

Charities create two different BrandScripts: a mission-based BrandScript and a donor-based BrandScript.

StoryBrand also works particularly well for charities. These organizations can benefit from two different BrandScripts:

• a mission-based BrandScript
• a donor-based BrandScript

The mission-based brand script revolves around the central mission of the charity, for example, realizing 1,000 wells in Africa. Here you address the donor as a hero and focus on the impact he can make.

The donor-based brand script focuses specifically on the motivation of the donor himself. Some donors want to leave feeling good about their contribution and others want to be actively involved by participating in a charity run, for example.

By using both scripts, charities can effectively appeal to different types of donors.

Furthermore, the arts and culture sector can benefit from StoryBrand, although adjustments are needed. Unlike commercial services, this is not just about solving problems, but mainly about taste and feeling. A museum like the Rijksmuseum, for example, does not so much talk about problems they solve, but about what visitors want to experience.

For music bands and artists, StoryBrand is often less applicable. Music is primarily about feeling and style, which is difficult to capture in a traditional brand script. The framework is simply not designed for this form of expression.

Even for organizations with very limited or specific audiences, StoryBrand can sometimes be too much of a stretch. For example, if you only work for a few specific organizations that you already know well (and they know you), a comprehensive StoryBrand implementation may not be the best investment of your time and resources.

But there are exceptions to this rule. A good example is the Waterschapshuis in Amersfoort. They work exclusively for water boards. In fact, they were founded by the water boards. So their clients already know exactly what they do. Not the most obvious organization for a StoryBrand workshop, you might say.

Still, the Waterschapshuis wanted a workshop because they said they could better communicate their new services and projects to their target audience.

Finally, some organizations already communicate so clearly that StoryBrand adds little value. You can test this by asking random people if they can explain who you are, what you do and how you improve their lives. Can they articulate this clearly? If so, you may not need StoryBrand.

Companies that implement StoryBrand from a concrete communication need achieve the best results.

Choosing the right marketing approach for your organization is an important decision. StoryBrand can be a powerful framework, but only if it fits your specific situation. For charities, organizations in the arts and culture sector (with adaptations) and organizations with a clear message for a specific target audience, it can be immensely valuable. For music bands or organizations with a very specific target audience, there may be better alternatives.

At StoryBrand Netherlands, we help organizations make this consideration on a daily basis. In practice, we see that organizations that implement StoryBrand from a concrete communication need, and not just because it is a popular framework, achieve the best results.

Want to know if StoryBrand can work for your organization? Schedule a consultation with one of our StoryBrand experts. We will be happy to work with you to see if this framework fits your objectives and help you on your way to more effective communication with your target audience.