StoryBrand Session Plan

altcmo-hero-image

Overview

This StoryBrand session plan aims to help you clarify your brand message by using the StoryBrand framework.
The framework will guide the creation of a clear and compelling brand narrative that resonates with your target audience and enhances overall marketing efforts.

The session will be divided into key stages: Preparation, Character Identification, Problem Definition, Guide Introduction, Plan Development, Call to Action, Avoiding Failure, Achieving Success, and Final Review.

Preparation

Client Briefing

  • Conduct an initial meeting with you to understand their business, goals, target audience, and current marketing challenges.
  • Gather any existing marketing materials, brand guidelines, and previous messaging strategies.

Research and Analysis

  • Research your industry, competitors, and target audience to gather insights.
  • Analyze existing customer feedback and reviews to understand common pain points and desires.

Framework Introduction

  • Introduce the StoryBrand framework, explaining its components and benefits.
  • Provide examples of successful StoryBrand implementations to illustrate its effectiveness.

Character Identification

Define the Hero

  • Identify the primary character of the story, which is your customer.
  • Describe your demographics, psychographics, needs, and desires.

Customer Persona Development

  • Create detailed customer personas to represent different segments of the target audience.
  • Use these personas to guide the development of the brand story.

Problem Definition

External Problems

  • Identify the external problems the customer faces that your product or service can solve.
  • Clearly articulate these problems in simple, relatable terms.

Internal Problems

  • Define the internal problems or frustrations that arise from the external problems.
  • Focus on the emotional impact these issues have on the customer.

Philosophical Problems

  • Outline the philosophical problems, or the larger, more abstract issues, that resonate with the customer’s values and beliefs.
  • Ensure these problems align with the brand’s mission and values.

Content Quality Audit

External Problems

  • Identify the external problems the customer faces that your product or service can solve.
  • Clearly articulate these problems in simple, relatable terms.

Internal Problems

  • Define the internal problems or frustrations that arise from the external problems.
  • Focus on the emotional impact these issues have on the customer.

Philosophical Problems

  • Outline the philosophical problems, or the larger, more abstract issues, that resonate with the customer’s values and beliefs.
  • Ensure these problems align with the brand’s mission and values.

Guide Introduction

Establish the Guide

  • Position your brand as the guide in the story, emphasizing its experience, authority, and empathy.
  • Develop a clear and concise statement that introduces the brand as the trusted guide.

Empathy and Authority

  • Create messaging that demonstrates empathy for the customer’s problems.
  • Highlight the brand’s expertise, credentials, and success stories to build authority.

Plan Development

Simple Plan

  • Develop a clear, actionable plan that the customer can follow to solve their problems.
  • Break the plan into three to four simple steps that are easy to understand and execute.

Visual Representation

  • Create a visual representation of the plan, such as a flowchart or infographic, to enhance comprehension.
  • Ensure the visual is consistent with the brand’s style and easy to share across marketing channels.

Call to Action

Direct Call to Action

  • Define the direct call to action (CTA) that prompts the customer to take immediate action (e.g., “Buy Now,” “Schedule a Consultation”).
  • Ensure the CTA is clear, compelling, and prominently featured in all marketing materials.

Transitional Call to Action

  • Develop transitional CTAs that nurture the customer’s relationship with the brand (e.g., “Download a Free Guide,” “Sign Up for Our Newsletter”).
  • Use these CTAs to provide value and build trust with potential customers.

Avoiding Failure

Highlight Negative Outcomes

  • Clearly outline the negative outcomes the customer will experience if they do not solve their problems.
  • Use these negative outcomes to create a sense of urgency and motivate the customer to take action.

Messaging Tone

  • Ensure the messaging is balanced and does not rely too heavily on fear-based tactics.
  • Emphasize that the brand can help the customer avoid these negative outcomes.

Achieving Success

Define Positive Outcomes

  • Clearly articulate the positive outcomes the customer will experience after following the brand’s plan.
  • Focus on both tangible benefits (e.g., increased productivity, cost savings) and emotional benefits (e.g., peace of mind, happiness).

Success Stories and Testimonials

  • Collect and incorporate success stories and testimonials from satisfied customers.
  • Use these stories to illustrate the positive outcomes and build credibility.

Final Review

Comprehensive Review

  • Review all components of the StoryBrand session with you to ensure alignment and accuracy.
  • Make any necessary adjustments based on your feedback.

Implementation Strategy

  • Develop a strategy for implementing the new brand messaging across all marketing channels (e.g., website, social media, email campaigns).
  • Provide guidelines and templates to ensure consistent messaging.

Monitoring and Adjustment

  • Establish metrics and KPIs to monitor the effectiveness of the new brand messaging.
  • Plan regular check-ins with you to review performance and make necessary adjustments.

Deliverables

StoryBrand Framework Document

  • A detailed document outlining the StoryBrand framework, including the hero, problems, guide introduction, plan, CTAs, negative outcomes, and positive outcomes.

Customer Personas

  • Detailed customer personas to guide the development and implementation of marketing strategies.

Visual Plan Representation

  • A visual representation of the plan to be used across marketing channels.

Implementation Guidelines

  • Guidelines and templates for implementing the new brand messaging consistently.