Framework 7 bước apply Hero's Journey vào brand messaging, position customer là hero và brand là guide
StoryBrand Framework của Donald Miller giúp brands clarify message bằng cách dùng storytelling principles. Key insight: Customer là hero, not your brand.
Most brands nói về themselves: 'We're the best, we have great features...'
Nhưng customers don't care về bạn. Họ care về their own story.
Position brand là guide (như Yoda, Gandalf) giúp customer (hero) overcome challenges và achieve goals.
Identify customer là hero của story
Specific, relatable character với clear wants
Define external, internal, và philosophical problems
External (surface), Internal (frustration), Philosophical (why it matters)
Brand positions itself như guide với empathy và authority
Show understanding (empathy) và competence (authority)
Provide clear, simple plan để reduce anxiety
Process plan (steps) hoặc Agreement plan (alleviate fears)
Clear, direct call to action
Direct CTA (buy now) và Transitional CTA (lead magnet)
Paint picture của success state
Show transformation và positive outcomes
Show stakes - what happens if they don't act
Subtle warning, không fear-mongering
Industry: Technology
Character: Creative professional. Problem: PC complicated và crashes. Guide: Mac (cool, helpful). Plan: Switch to Mac. Success: Creative freedom. Failure: Stuck với frustration.
Outcome: Massive brand differentiation, market share growth
Complete guide to StoryBrand Framework
A foundational strategic document that defines the core elements of a brand including purpose, vision, mission, values, personality, and positioning to ensure consistent brand expression.
Structured formulas and templates for writing persuasive copy, including AIDA (Attention-Interest-Desire-Action), PAS (Problem-Agitate-Solution), and FAB (Features-Advantages-Benefits).
A systematic approach to understanding customer psychology, motivations, and decision-making processes for effective marketing.