Here we are; the third and final installment of our mini blog series on the book Building a StoryBrand by Donald Miller. This section discusses how businesses can implement the SB7 framework and transform their company culture.
Let’s take a look at some key points made in these final chapters, and we’ll close out with a few helpful tips to grow your business!
Improve Your Website
Before diving into how the SB7 framework can be used to improve your website, it’s important to note that your brand story should be consistent across all marketing platforms; your website, e-mail campaigns, sales scripts, elevator pitch, and more.
“The more you execute, the more clearly you’ll communicate and the more your brand will stand out.” Page 145
When it comes to implementing your brand story, your website is a good place to start. A website may not be the only tool needed to motivate buyers, but it’s the one that does the “heavy lifting” as Miller puts it. Whether your customers hear about you through word of mouth or social media, they’ll most likely visit your website to learn more before doing business with you.
When potential customers visit your website, they’re looking for confirmation – they need to be convinced you have the solutions to their problems.
Here are five items your website should include:
- A Headline Offer. In other words, an “above the fold” offer. This is a clear statement featured in a spot that’s hard to miss. It stands out for a reason; it tells your customers exactly what you can do for them. This way, they immediately know whether or not you can help them.
- An Obvious Call to Action. Most people scan a website before they actually do any reading. Positioning your call to action buttons in obvious places ensures your viewers won’t miss them. Some of these spots include at the top of your website and in the middle of the home page.
- Images that Portray Success. You’ve heard the saying, “a picture is worth a thousand words.” What do the images on your website say about your business? You want to feature images that depict happiness, success, and fulfillment. Images of smiling customers engaging your brand will communicate a sense of satisfaction and well-being. In addition to images of your business, products, and staff, be sure to add images that represent what your customers are looking for.
- A Brief Overview of Your Revenue Streams. As challenging as it might be, Miller advises businesses to “find an overall umbrella message that unifies your various streams.” Be direct in your message. Breaking down your divisions in a clear, defined way allows your customers to “choose their own adventure without getting lost.”
- Less is More. When it comes to your marketing copy, less is more. You want your content to be incisive and relevant to your customers.
Transform Your Company Culture
In addition to transforming customer engagement, the SB7 framework can transform employee engagement. Have you ever stopped to check if your employees are all on the same page? Do they know your mission?
Make sure your company’s mission is repeated to your employees regularly. From onboarding and training to career development, your employees must be reminded of the why behind your company.
Your team should be working toward a common goal. If they aren’t on the same page, your customers won’t be on the same page. After all, your customers communicate with your employees. When everyone is on the same page, company culture is improved. Clarify your brand message and make sure your employees understand it.
How the StoryBrand framework can be used to transform company culture (Page 168):
- Create a BrandScript with your leadership team.
- Audit the existing beliefs and ideas that drive employee behavior and employment.
- Create an implementation plan.
- Optimize internal communications to support the plan.
- Establish a self-sustained team to strengthen the culture.
“When the story of the customer and the story of the company align with the story of the team, we get an alchemy that is not only profitable, it’s healing.” Page 170
Tips to Grow Your Business
Miller ends the book with five tips to grow your business. Rather than going too in-depth on each tip, we’re going to note the most critical points made in this section (Page 172):
- Create a “one-liner” or single statement you can use to grow your business. Memorize this statement and teach it to your staff. Feature it on your website, business cards, and e-mail signatures. Tell your customers how you can make their life better in this one statement – this alone can be enough to make your customers want to engage your brand.
- Create a “lead generator”. This can be a downloadable PDF, webinar, or e-course. Lead generators will show qualified buyers how you can solve their problems before fully engaging your brand. Most importantly, lead generators establish trust and position you as someone with authority.
- Collect e-mail addresses and create e-mail campaigns. This is a great way to increase brand awareness and boost customer engagement.
- Tell stories of transformation. Share with your audience how you’ve helped your customers transform. People are more likely to engage your brand seeing the positive experience customers have had with you.
- Find a way to generate referrals. Turning potential customers into actual customers is great, but the work doesn’t stop there. Invite happy customers to share their experience with others and send business your way.
This book forces its readers to think about their current marketing strategy in a whole new light. With that said, we’ll leave you with one final question: Do you like the story your brand tells? If not, now is the time to do something about it!
We hope you enjoyed this small three-part blog series. For more in-depth information and insight on content development and brand strategy, don’t hesitate to contact us. Thank you for spending time with us today and stay tuned for future posts!