What is a BrandScript and How Does it Work?
The Initial Step
Before we start any marketing project, we start with the initial step. That initial step is to develop a BrandScript for that particular client. The BrandScript is based on Donald Miller’s book Building a Storybrand. In which he describes the Storybrand Framework we utilize. The BrandScript allows us to make sure we have all of the elements of the story accounted for. That is, within whatever marketing message we’re creating. Whether that’s a website, an individual campaign, a Facebook post, or anything else, we want to make sure that we are connecting with the potential customer as the hero. We’re addressing them as the hero of their story, and we are addressing the problem they have that the company that we are working with is hoping to help them solve.
Getting the Big Picture
By going through the process of developing a BrandScript, we bring in the seven elements of story that allow us to dial in on what is the right messaging for this particular piece. By going through the process each time in the beginning, we ensure that we are aligning ourselves properly.
Setting the Stage
- Make the customer the hero of the story.
- Address the problem that you are looking to solve.
- Make sure you are positioned as the guide.
At Goalpost we develop a clear plan for helping the hero solve the problem, and then call them to action. That call to action will lead to their success. We talk about what their success looks like, but also what their failure could look like if they don’t take action. Having all of these things in one place, in a BrandScript, ensures that we’re not missing critical elements in the marketing message.
At Goalpost Group, we help our clients break the cycle of bad marketing using strategy, structure, and killer content that drives sales and wins the day. Get in touch with a member of our team to learn more about how we can help transform your marketing.