You bought Building a StoryBrand. You heard Donald Miller speak. Or you watched a video explaining the StoryBrand Framework.
"Finally!" you thought. "This framework will help us explain what we do in a clear, simple, compelling way."
You got the right people in the room. You even created a BrandScript.
Then six months pass. Your messaging is still unclear. Your sales team is confused. Your marketing isn't working. You've wasted weeks of your leadership team's time.
This is what bad messaging costs you.
I've worked with nearly 300 companies directly and hundreds more in group workshops. I've seen the same seven mistakes over and over. They're predictable. They're fixable. They're also costing you more than you think.
The StoryBrand Framework is simple. Creating a BrandScript that actually works is harder. Skip even one of these mistakes and you're back where you started.
Your BrandScript reads like this:
You filled out all the boxes. But it's so generic it describes anyone selling anything.
Here's what happens: vagueness feels safe. You don't have to pick a specific customer. You can sell to everyone. But this approach costs you in three ways.
First: Your best customers don't see themselves in your message. So they don't buy.
Second: Your sales team wastes time explaining what you actually do. They can't just point to your message and say "this is for you."
Third: Your marketing money gets spread too thin. You're trying to reach too many different people with too many different messages.
When your message is for everyone, it resonates with no one. It's like spreading peanut butter on twelve pieces of bread. You get a thin layer everywhere. No one gets a real bite.
Make your BrandScript specific. Use this formula: Narrow Customer + Specific Want + Real Problem + Clear Solution = Resonance
Don't say "business owners." Say who you actually help. Be specific about revenue, industry, team size, or challenge.
Don't say "success." Say what success looks like for them. Not "they grow." Say "they hit $5M revenue without hiring 50 more people."
Don't say "they're struggling." Say exactly why they're stuck. What's the surface problem? How does it make them feel? Why is it unjust?
When you're clear about your customer and their problem, clarity becomes everything. Inside language kills messaging. That's the language that makes sense inside your company but confuses your customer. If you can't explain what you do to someone who's never heard of your industry, your customer won't get it either.
Too Vague:
Specific:
The narrower you get, the more you'll connect with the customers you actually want. Your best customers want to feel like you made your offer just for them.
You write down what the customer wants. Then you write down their problem. But they don't connect.
Example:
Stop. Does an outdated website actually stop them from growing? Maybe. Or maybe you just listed a problem you happen to solve.
This disconnect kills your messaging. The story doesn't make sense. People read it and think "I guess?" instead of "YES, that's me!"
Why does this happen? You start with what you sell, not what they want. You confuse your problems (what you want to fix) with their problems (what's standing in their way). You're treating symptoms instead of diagnosing the real issue. You're thinking about features, not about what changes for them.
Here's the truth: people buy solutions to expensive problems. Money problems. If the problem doesn't feel urgent or expensive to solve, they won't take action. No matter how well you connect it to the want.
Ask this one question: "What's standing between this customer and what they want?"
The problem is THE obstacle. Not just a problem. THE problem.
Complete this sentence to test your connection: "They want [X], but [problem] is standing in the way."
If that doesn't make sense, you haven't connected them.
Most people spend real time getting this right. Even experts. They report spending an hour just figuring out what the character actually wants. And that's the most productive hour of the whole process. Don't rush it. The want and the problem must connect tightly.
Here's what to focus on:
Not Connected:
Connected:
When the want and problem connect, everything after flows naturally. The Guide section becomes obvious. The Plan makes sense. The customer recognizes themselves in your story.
You list credentials. Certifications. Years in business. Awards.
None of them answer why the customer should trust YOU for THIS problem.
Examples of authority that doesn't work:
Your authority section should answer one thing: "Why should I trust YOU to solve MY specific problem?"
If it doesn't answer that, it's noise.
Why does this happen? You're proud of your credentials. You think more credentials mean more trust. You do what other companies do. You haven't connected your expertise to their actual problem.
Here's what matters: the Guide in every story is different. Mary Poppins wouldn't help Katniss. They need different guides because they have different problems.
Your authority must match their story. Not a list of credentials. Show why you're the right guide for THIS customer with THIS problem.
Your authority must connect to their problem. Use this formula: Empathy + Authority = Guide
Empathy: "We understand what you're going through"Authority: "We've helped people like you solve this"
People buy confidence. But not arrogance. They want to see you can take decisive action. But also that you stay humble if things don't go perfectly. Your authority should inspire confidence without ego. Show you understand them AND that you have the skill to help.
Here's what works:
Authority That Doesn't Connect:Problem: "Married couples feel disconnected"Authority: "I have an MBA and 20 years of business experience"
Authority That Works (B2B Example):Problem: "Mid-market tech companies lose top talent because of poor company positioning"Authority: "We've helped 40+ companies in your revenue range clarify their employer brand. Average result: 31% reduction in turnover."
Authority That Works (Coaching Example):Problem: "Married couples feel disconnected"Authority: "We've been married 12 years with 31 combined years of counseling. We've navigated these same challenges. We know how to rebuild connection."
See the difference? Strong examples speak directly to the problem. They prove you've solved it for people like them. That builds real trust.
Your BrandScript becomes a "want to" project instead of a "must do" project.
It starts with excitement. Someone goes to the workshop. The team gets fired up. You schedule a meeting. Then nothing happens.
Why? No one owns it.
The BrandScript sits in a Google Doc. Months pass. People occasionally mention it. "We should finish that thing." Nothing changes. The project just dies.
For companies at your size, this costs real money. You waste weeks of leadership time. Your messaging stays unclear. Your marketing stays ineffective. Every quarter, this problem gets worse.
Why does this happen? No single owner. Too many voices. No decision-maker. The person who went to the workshop has no authority. There's no deadline. No consequences. Decision-makers aren't involved.
Someone needs to own this. They need authority. They need to drive it to completion. Without ownership, it stays stuck.
If no one owns this, nothing gets done. You need someone who can make it happen without being micromanaged.
Ask yourself:
If you can't answer these clearly, your BrandScript will stay stuck.
Be clear about your goal. Are you trying to learn the process? Or do you need it done fast? These are two different projects. If you need it done, assign an owner with authority. Give them what they need to finish.
Three approaches that work:
Option 1: Executive-Led - CEO owns it. They involve key leaders. They make final decisions. Timeline: 2-4 weeks.
Option 2: Dedicated Owner - One person (CMO, Marketing Director) owns it. They have authority from leadership. They schedule sessions. Leadership approves final version.
Option 3: Hire an Expert - Bring in someone who specializes in this. They facilitate. They ask the hard questions. They deliver a completed BrandScript.
Block dedicated time on calendars. Don't try to "find time." Make it a 2-3 session sprint. Not a 6-month project. Get leadership buy-in before you start. Treat it like any other strategic initiative. Because it is.
The worst approach? Get input from 8 people. Have no decision-maker. Set no deadline. Assign no owner. That's how nothing gets done.
You fill out the BrandScript. You read it back. And you think: "Is this good? Is this right? I have no idea."
Unlike math, there's no answer key. You can't taste-test it. You're creating messaging for the first time. You have no reference point for "good."
So you second-guess everything. Is this problem big enough? Is this too specific? Is this too sales-y? Am I doing this right?
The uncertainty paralyzes you. You keep revising. Or you finish something and wonder why it's not working.
Why does this happen? You're too close to your business. You have no external feedback. You're comparing your draft to polished examples. You don't have experience creating story-driven messaging. Most importantly: you're not listening to your sales team. They talk to your customers every day.
When bad content is delivered, it reflects poorly on everything. Quality matters. If you're not sure it's good, don't publish it. Get feedback first from the people closest to your customers.
Stop guessing. Listen to your sales team and your customers. The real test of your BrandScript isn't how it reads to you. It's whether it uses the actual language your customers use.
The Sales Team Test: Sit down with your best salespeople (the ones closing deals). Read them your Character and Problem sections. Ask: "Is this how customers describe their situation? Do they use these words? Does this match the objections you hear?" Your sales team lives in the real world. Listen to them. Have them highlight words and phrases that resonate. Ask them what objections your BrandScript should address.
The Customer Testimonial Test: Pull your best three customer testimonials. Read your BrandScript alongside them. Does your language match what customers actually say? Does your story capture what they experienced? The words your best customers use are gold. Make sure your BrandScript reflects that language. Compare your BrandScript directly to their exact words.
The Sales Call Audit: Record or transcribe a few sales calls (with permission). Look for patterns: What problems do customers mention first? What language do they use? What questions come up repeatedly? Your BrandScript should sound like your best sales conversations. Not like marketing copy.
After gathering this feedback, update your BrandScript based on what you learn. It's a living document. Test with your best customers, not just prospects.
Your sales team and customers are your truth-tellers. They won't let you get away with vague messaging. If your BrandScript passes the sales team test and resonates with customer testimonials, you've got something real. That's your signal to move forward with confidence.
Creating a BrandScript should take weeks. Instead, it takes months.
Why? You don't know the process. You start and stop repeatedly. You debate every word choice. You get stuck and can't move forward. You overthink instead of taking action. Time drags on. Momentum dies. Nothing gets done.
Why does this happen? No clear process. Perfectionism. Too many people giving input. No decision-maker. Working on it "whenever we have time." Not understanding the steps. Most importantly: you don't know the common mistakes that trip everyone up.
Here's the truth: A BrandScript can be created fast when someone knows the process AND knows where teams get stuck. An expert has done this hundreds of times. They know exactly which questions to ask. They know which sections cause problems. They know when to push and when to back off. They know that 80% of the work is getting the problem right. They can move someone off a fuzzy character description in 10 minutes instead of two hours.
The Four Sessions (When Someone Knows What They're Doing):
Session 1: Character and Want (60-90 minutes) - Who is this person? What do they want? Get this specific and clear. Even experts spend significant time here. This is where clarity lives or dies.
Session 2: Problem (60-90 minutes) - What's the surface problem? How does it make them feel? Why is it wrong? This is 80% of the work. Get it right and everything else flows.
Session 3: Guide, Plan, Calls to Action (60 minutes) - Why should they trust you? What's the path forward? What should they do next? This moves fast when the problem is clear.
Session 4: Success, Failure, Identity (30-45 minutes) - What does winning look like? What happens if they fail? Who do they become? This is refinement work. Should be quick.
Total Time: 4-5 hours spread over 2 weeks (when someone knows what they're doing)
Without expertise, you'll waste hours debating if your character description is too narrow (it's not). You'll try to fix the Guide section when the real problem is in the Problem section. You'll endlessly tweak language instead of moving forward. An expert moves fast because they see the pattern. They know which questions unlock clarity. They know when to push.
Make it work:
Without expertise:
With an expert:
The money math:
The difference isn't how hard it is. It's pattern recognition. When you've done this 200+ times, you know exactly where teams get stuck. You can unstick them in minutes, not weeks.
You fill out each section of the BrandScript. But when you read it all together, it doesn't flow. It feels choppy. Like seven separate answers instead of one story.
Example:
Each section is filled out. But it doesn't flow. It doesn't pull the reader into the story.
Why does this happen? You filled out the BrandScript like a form instead of writing a story. Each section was created separately. You didn't check if they connect. You didn't read it out loud. The language changes from section to section. You're thinking in frameworks, not in story.
A good story makes sense. It follows a logical path. That's what makes people "get lost in it." They follow along without trying. The more connected people are to the character, the more they engage.
Your BrandScript must have two things. Fidelity (it's true to your brand). And coherence (it flows as one continuous story). If people can't easily follow your story, you've lost them.
Read your BrandScript out loud as a story. Fix anything that doesn't flow naturally.
Use this template:
"Our customer is [Character] who wants [Want]. But [Problem] is standing in the way. It makes them feel [Internal Problem]. This shouldn't be this hard - [Why it's wrong].
That's where we come in. We [Guide] understand this struggle. We have the expertise to help. Here's how it works: [Plan].
So [What to do now]. And if you're not ready, [Easier option].
When you do this, [Success]. If you don't, [Failure]. You'll become [Who they become]."
Does it flow? Or do you have to stop and explain things?
Where flow usually breaks:
Problem 1: The Guide doesn't match the Problem - Your credentials don't speak to their actual problem. Fix: Make sure your expertise specifically addresses what they're struggling with.
Problem 2: The Plan doesn't solve the Problem - Your steps don't directly address how you solve their problem. Fix: Each step should clearly move them toward solving it.
Problem 3: Success doesn't match the Want - Your success picture shows something different than what they originally wanted. Fix: Show them getting what they actually wanted.
Problem 4: Language shifts - You use formal language in one section and casual in another. You use jargon in one place and plain language in another. Fix: Keep consistent voice throughout.
To fix these:
Here's a BrandScript that flows:
"Married couples know it takes work to have a great relationship. Yet they rarely find the time. [Character and Want]
External problem: I don't feel connected to my spouse. [Problem]Internal: Did I marry the right person? Are we going to make it?Philosophical: Married couples should be able to live happily ever after intentionally.
We understand what you're going through. We've been married 12 years with 31 combined years of counseling. [Guide]
So we developed an online membership. Couples can access tools and ideas 24/7. [Plan]
Register now. Or get our free blogs and podcasts. [Call to Action]
And you'll find true intimacy and fulfillment in your marriage. [Success]Without it, you'll continue to feel distant. Possibly even divorce. [Failure]You'll become confident, empowered, hopeful - whole people. [Identity]"
Notice how each element connects to the next? It feels like one continuous story. Not like separate pieces.
When flow works, people don't think about the structure. They just follow the story. The more people connect with your character, the more they engage. If your story doesn't flow, people won't connect. If they don't connect, they won't engage. If they don't engage, they won't buy.
The seven elements are straightforward:
But creating one that actually works is harder. You need it to be specific, connected, credible, owned, validated, timely, and flowing. You need to avoid these seven critical mistakes.
Now you know the mistakes. You can avoid them.
Your next steps:
Hire an expert if any of these are true:
What to expect to pay:
I'm convinced 80% of the BrandScript is the problem. Get the problem right, everything else flows. Get the words right, everything else works.
But getting the words right means avoiding these seven mistakes.
The real question isn't whether you can do this yourself. It's whether you should.
At your revenue level, time is your most valuable resource. A few weeks of unclear messaging costs more than hiring an expert to clarify it fast.
Now go finish yours. Or let's talk about finishing it right.