Storybrand: what is it, and how does it work?
As a former Storybrand Certified Guide, I use the framework in everything I do. For those not familiar with it, it may seem like I’m referring to using storytelling in your marketing; but there’s more to it than that.
The many faces of “Storybrand”
-
Building a StoryBrand: the book
In 2017, Donald Miller published a book that would change how thousands of entrepreneurs think about their marketing. In 2025, he released an update - using almost a decade of experiencing applying the framework to thousands of businesses.
-
The "SB7" framework
One of the concepts in the book refers to the 7 main elements of your brand’s story: by creating a “brand script” for your company, you can position your customer as the hero in your brand’s story - and your company as the guide that’s going to help them achieve success.
-
Marketing Made Simple
In 2020, Donald Miller and Dr. J.J. Peterson published a follow-up to the Storybrand book: Marketing Made Simple explains how the Storybrand framework can be applied to websites, emails, and other marketing collateral. It’s the book that made me decide to become a Storybrand Certified Guide.
-
Storybrand Certified Guides
Even before the book came out (or so I’m told), Don Miller wanted to enable more people to use the Storybrand framework (correctly) by training and certifying them. You’ll find a wild variety of Storybrand guides: copywriters, web designers, graphic designers, tech experts, etc.
-
Coach Builder
In 2024, Miller’s company launched “Coach Builder”: a platform that offers a series of different certifications, most of them based on a best-selling book. Storybrand became one of the certifications available under that “Coach Builder” umbrella.
-
Storybrand AI
In 2025 came the AI tool that makes it easy to create “Storybrand” marketing materials - for anyone. And while experienced marketers get better results with other tools (or without them), this one’s amazing for entrepreneurs with low budgets who need lots of marketing materials in no time.
The Storybrand framework (basically) does two things:
-
Clarify your message
By going through the “Storybranding” process with an experienced Storybrand guide by your side, you’ll be able to craft a brand story that resonates with your ideal people.
-
Simplify your marketing
Once you’ve identified the 7 main elements of your marketing and clarified your brand messaging, we can determine exactly what you need to focus on for biggest impact.
Storybrand at SmartAlpaca Marketing
As the head strategist at SmartAlpaca Marketing, I, Sandrine Coosemans, was a Storybrand Certified Guide for 5 full years (from February 2021 to February 2026) - after trying to apply it unofficially and rather badly for over a year before that. The rest of the team has been working with my “Storybranded” materials ever since.
While we absolutely love Storybrand as a framework, it doesn’t mean we’ll blindly apply it everywhere and anytime. There’s a consensus among Storybrand guides that while the “template” framework makes it easy to clarify someone’s message, there are many ways to build upon it and deviate from the template - especially if there’s more to your organisation than meets the eye.
How we apply Storybrand
We use the framework as a tool in our process, but we’re not afraid to step up and think out of the box.
brand script
To us, the “SB7 brand script” is not a stand-alone deliverable: it’s simply part of how we work.
During our discovery call, we’ll ask questions and use your answers to outline the main elements of your organisation; we’ll walk through these elements with you to make sure we “got” it.
wireframe
Some people organise their thoughts by talking about it or by journaling: I create a “content wireframe”. This helps me “see” what your followers need to hear from you to get on board.
Again, we’ll then usually share this wireframe with you to check if we’re thinking in the right direction.
next level
While steps 1 & 2 give us a solid base to work on, the real magic (and hard work) lies in creating websites or content that 100% aligns with your needs.
We apply your brand’s voice, use language your visitors use and resonate with, add visuals that enhance the copy, and ask for your input until you’re 100% happy with the results.
What’s what
-
A typical brand script will show your company’s story, while positioning your customer as the hero (main character) in that story:
A character (your customer)
Has a problem
Meets a guide (that’s you)
Who offers a solution (your product)
That calls them into action
That ends in success
And helps them avoid failure
For some organisations (and most of our clients), it’s not as straightforward as this - multiple audiences, lack of a tangible product, and other details mean we’ll want to adjust the script to fit your organisation.
Wondering how that would work for you? Schedule a free consultation to find out.
-
A brand narrative is a bit like an elevator pitch - it’s a short description of what you do, and how you do it.
The Storybrand narrative follows broadly the same lines as the brand script: it starts with what your audience wants or needs, then talks about what’s keeping them from getting it, to then discuss how you can help them get it.
We’ll usually create different forms of this narrative to fit different platforms and purposes.
-
A wireframe is (simply put) a visual representation of your website or website page. Designers might create a design wireframe, that has all the design elements but still needs text; we like to start with a content wireframe, putting all the bits in exactly the right place first.
If you hired us to only write copy for your website or landing page, the result might look like this (yes, that’s the wireframe for this very website!).
If you hired us to build your website, we’ll work together to make the design fit the words and the words fit the design - bringing it all together into a website you’ll love (and your visitors won’t want to leave).
-
Simply put, Storybranding a website or page means applying the Storybrand framework to it.
Generally, that would mean
A hero section that feels aspirational + says exactly what it is you do (clarity first!)
Followed by a section that outlines the problem…
So you can position your offer as the solution to that problem
It usually focuses on benefits rather than features
Have a section about you or your organisation that shows your authority, empathy, and how you’re different from the others
Share the 3 steps people need to take to get started, so they can visualise the process
The. page would usually have one main call to action - and sometimes an indirect CTA (e.g. a lead magnet)
We’d usually look at your navigation and user experience on the website as well: how easy is it for people to find the information they need, and how hard is it for them to take the first step towards working with you?
Of course, not every page or website would need the exact same attributes in the exact same way. Want to hear what we’d do to Storybrand your website? Ask us for a free Storybrand review!
-
When the Storybrand company launched Coach Builder in 2024, Storybrand Certified Guides became “coaches” almost overnight. The CTA on their websites changed from “hire a guide” to “hire a coach to create your marketing”.
I myself don’t resonate with the “coach” label; while I do have coaching training (through my Pumpkin Plan certification in 2022), I consider myself a business strategist, a content organiser, and a copy engineer - but I’m not the person to gently “coach” clients into finding solutions that are buried inside them.
I’ll tell you about the options, share all the information you need to make a decision, and will happily step back if you’re not ready to make decisions yet.
Work with us