BLOG

Everything you need to know about the StoryBrand process

Need help creating a Storybrand website?

What is the StoryBrand Process?

The Storybrand framework was developed by Donald Miller, and is a 7-part process that helps you to simplify your message, convey it clearly to your customers, and generate more leads for your organization. By understanding the fundamental elements of storytelling and applying them to your brand’s messaging, you can clarify your message, engage your customers on a deeper level, and drive meaningful action. With a clear and captivating narrative powered by the step-by-step framework, you can position your brand as the solution to your customers’ needs and create a lasting impact in their minds. We utilize the Storybrand framework as a basis for creating impactful website content and inbound marketing strategy that moves the needle for our partners.

The Storybrand Elements

Below are the seven elements of the Storybrand process.

  1. Character: Identify the customer as the hero of the story, and position your brand as the guide who can help them achieve their goals.
  2. Problem: Clearly articulate the customer’s pain points and challenges, and demonstrate your understanding of their struggles.
  3. Plan: Present your brand as the solution to the customer’s problem, and outline a clear and actionable plan for how your product or service can help them achieve their desired outcome.
  4. Call to Action: Clearly and persuasively tell the customer what action they should take next, and make it easy for them to follow through.
  5. Success: Paint a picture of what success looks like for the customer, and how your brand can help them achieve their goals.
  6. Failure: Highlight the consequences of not taking action, and how the customer’s life or business will be negatively impacted if they don’t choose your solution.
  7. Transformation: Show the customer how their life or business will be transformed by using your product or service, and how they will be better off as a result.

The Header

The header section of your website is the first thing users see when they visit your site, so it’s important to make a great impression. This section should include attention-grabbing content that communicates what your brand is all about.

What to include/examples:

  • Your logo prominently displayed at the top left
  • A large, clear statement that highlights the main benefit your customer will receive (e.g. “Take control of your finances”)
  • A brief and concise description of your company’s services or products (e.g. “Expert bookkeeping and financial forecasting for restaurants”)
  • A clear call-to-action button that prompts users to take action (e.g. “Schedule a demo”)
  • An image that showcases a happy customer using your product or service and achieving success. This can be a static image, a slideshow, or even a video background if appropriate.

The Value Stack

The value stack section is a powerful tool for communicating the benefits that your company can provide to potential customers. It should feature three concise and impactful statements that highlight the key successes your customers can achieve by working with you. These statements should clearly differentiate your company from competitors and emphasize the unique value you offer.

The purpose of this section is to help readers understand how your company can improve their lives or solve their problems. By presenting your value stack in a clear and compelling way, you can increase the perceived value of your product or service right from the moment users land on your site. You can use short titles or longer descriptions as needed to effectively convey your message.

What to include/examples:

A simple statement, or title and description for each value, such as:

  • Say goodbye to stress with expert guidance
  • Stay organized with cutting-edge tools and technology
  • Save time and money with our streamlined workflows and optimized processes.

The Stakes

The stakes section is an opportunity to show your readers that you understand their challenges and that it’s essential for them to address these issues for their well-being. This section should convey a sense of urgency and emphasize the high stakes involved in not taking action.

It’s important to remember that every compelling story has stakes, and your website is no exception. By highlighting the potential consequences of not solving their problems, you can help readers see why they need your product or service.

What to include/examples:

  • “Inadequate receipt tracking could lead to financial chaos and missed opportunities”
  • “Tax time can be a nightmare without proper preparation and organization”
  • “Running out of cash reserves could threaten the stability of your business”
  • “Neglecting your financial management could cost you valuable time and opportunities”

The Value Proposition Section

The value proposition section of your website is a key element in convincing your readers that your product or service is right for them. This section should clearly and concisely explain the value that you can provide, whether through your primary services or top-level benefits.

A simple and effective way to present this information is through a grid or back-and-forth section format that features an introduction to each of your primary services or benefits, along with a brief description sentence that outlines its value.

What to include/examples:

A title and description for each service or point, along with an image that helps explain and clarify the value. Such as:

  • Bookkeeping: Expert management of your financial records to help you stay organized and save time
  • Financial Forecasting: Accurate and insightful projections that can help you plan for the future and make informed decisions
  • Monthly Check-Ins: Ongoing support and guidance to ensure your finances stay on track and you achieve your goals

The Guide Section

The guide section of your website is an opportunity to show your readers that you understand their challenges and that you have the expertise to help them succeed. This section should convey empathy, demonstrate your authority, and build trust with potential customers.

It’s important to strike the right balance between highlighting your expertise and being humble. The goal is to show that you can solve your readers’ problems without coming across as overly self-promotional.

What to include/examples:

  • Empathetic statement: A statement that shows you understand the difficulties your readers face (e.g. “We know that managing your finances can be overwhelming, and we’re here to help”)
  • Customer testimonials and photos: Real-world examples of how your product or service has helped others succeed
  • Logos of clients you’ve worked with, press logos, or certifications: External validation that demonstrates your expertise and credibility

Packages & Pricing

If you choose to display your pricing or packages on your website, the packages and pricing section is an opportunity to showcase the value and benefits of working with you.

When designing this section, aim to keep your packages simple and easy to understand, with an emphasis on value and benefits over technical features and specs.

What to include/examples:

  • Title of package(s)
  • Brief description of who it’s for and the intended target market
  • 3-5 value points explaining the benefits of the package and how it can help your reader win
  • Simple price and interval
  • Button link to the primary call to action
  • A guarantee to sweeten the deal, if applicable
  • Recommended package, if applicable
  • Strikethrough pricing for active discount offers, if applicable

The Plan

The purpose of the Plan section is to provide a clear and concise roadmap for potential clients to take action and work with you. By breaking down the process into simple steps, it reduces any confusion or uncertainty and increases the likelihood of conversion.

What to include/examples:

  1. Schedule a Consultation
  2. Select a Package that fits your needs
  3. Experience the benefits of our services

It’s important to make the final step a positive outcome to motivate the reader and create a sense of achievement. Additionally, you can use action-oriented language such as “Get Started Today” or “Take Control of Your Finances” to prompt action.

The Call to Action

This section is where you convince your potential customer to take action and convert, and sums up the extent of your offer. State the problem that your customer faces, the solution to their problem that you offer, and the success they’ll see when they work with you.

What to include/examples:

  • Begin with an attention-grabbing statement that identifies the customer’s problem and highlights your solution. For example, “Are you tired of spending endless hours managing your finances? Let our team of experts handle it for you with our hassle-free bookkeeping services.”
  • Follow up with a supporting sentence that summarizes the benefits of your offer. For example, “With our bookkeeping services, you’ll have more time to focus on growing your business while we take care of your finances, A-Z.”
  • Include the primary call to action verbiage that links to the proper next step or lead capture. For example, “Get started today by scheduling a consultation with one of our experts. -> Book a Demo”

Remember to keep your language concise and persuasive, and use action-oriented verbs to encourage your potential customers to take action.

The Lead Magnet/Transitional CTA

The Lead Magnet Section is a valuable opportunity to capture the email address of your readers through an opt-in that can integrate with your CRM, especially for those who are interested but not fully ready to convert.

It allows you to provide a free resource that can help solve a problem your reader is facing, building trust and encouraging them to take the next step. This can be followed up with an email sequence to nurture the relationship and increase the chances of future conversion.

To create an effective lead magnet, focus on providing a resource that addresses a specific pain point or challenge your target audience is experiencing.

What to include/examples:

You can also offer a specific e-course, or company newsletter opt-in as an alternative if you deliver valuable content there. Ensure that the opt-in process is seamless and that the lead magnet is delivered promptly upon sign-up. Some examples are:

  • “10 easy tips to organize your company finances”
  • “5 proven strategies to reduce stress and anxiety”
  • “The ultimate guide to mastering a new skill in 30 days”

The Blog Reel (optional)

The Blog Reel section is an optional but powerful tool that can be used to showcase your brand’s expertise and authority on a subject. It provides an opportunity to display a few of your most relevant and engaging blog posts that support your main offer and help establish credibility with your audience.

When selecting blog posts to feature, it’s important to choose content that’s relevant to your audience’s interests and pain points, as well as your brand’s unique value proposition. These posts should also be well-written, informative, and engaging, providing valuable insights and practical tips that your readers can use to address their challenges.

Overall, the blog reel section is a great way to demonstrate your brand’s thought leadership and expertise while engaging your audience with relevant and valuable content. By showcasing your most compelling and relevant blog posts, you can build trust and establish your brand as a go-to resource for your audience’s needs – which ultimately encourages them to make a conversion.

What to include/examples:

  • Prominent articles, with eye-catching headlines and engaging visuals, to entice visitors to read more.
  • Content that supports your main offer and adds additional trust, context, and further establishes credibility

Examples blog reel titles are:

  • “10 Tips for Effective Budgeting”
  • “How to Build a Winning Marketing Strategy,”
  • “The Top 5 Accounting Mistakes Small Business Owners Make.”

Frequently Asked Questions

The section aims to provide further clarification to readers who may still have questions after going through the entirety of the page. It not only showcases questions that others have asked but also the corresponding answers, which can strengthen the perception of social proof and establish your brand as a leading provider of solutions.

Moreover, the FAQ section can contribute to boost SEO by allowing you to insert a significant amount of search-optimized content, potentially leading to your questions being indexed to viewers on primary search pages.

What to include/examples:

  • “How can I determine if [xyz service] is right for me?”
  • “How does your guarantee work?”
  • “How are you different from other brands?”

The Footer

The footer is a great place to include additional pages and links without distracting readers with too many options in the top navigation. It’s also a good place to include essential information about your brand and website.

What to include/examples:

  • Your logo
  • Social media links
  • Your primary call to action button
  • Quick links to important internal pages such as About Us, Contact, FAQs, and Blog.
  • Utility items such as Privacy Policy, Terms of Service, and Copyright Info.

Putting it all together

The StoryBrand process offers a powerful framework for crafting compelling and effective messages that resonate with your target audience. By understanding the fundamental elements of storytelling and applying them to your brand’s messaging, you can clarify your message, engage your customers on a deeper level, and drive meaningful action. With a clear and captivating narrative, you can position your brand as the solution to your customers’ needs and create a lasting impact in their minds. Whether you’re revamping your website, refining your marketing strategy, or honing your overall brand communication, adopting the StoryBrand approach can be a game-changer in forging authentic connections and driving business success.

Need help creating a Storybrand website?

Our proven website design & development process makes it easier than ever to get started.

Share

OUR WORK

HoliMont Ski Club

Taking America's largest private ski club from the blue square to double black.

For almost 60 years HoliMont has been committed to creating an environment for generations of families and friends to adventure and build memories together. As America’s largest Private Ski Club, and WNY’s Premier Ski Destination, it was time for a change to reposition the club for the new season they were stepping into.

In partnership with their incredibly committed and passionate team, we’ve rolled up our sleeves to not only reintroduce HoliMont as an All-Season Club but to engage new members and remind existing members of how wonderful a place HoliMont is for family, friendship, and fun. 

Industry

Private Club Sports

Location

Ellicottville, NY

Services

Branding
Web Design & Development
Photo/Videography
Digital Marketing

Brand Identity

Refreshing their identity without reinventing it. 

HoliMont has a very recognizable mark with decades of history behind it – so our approach was focused on breathing new life into a timeless logo.

OLD LOGO

Logo Redesign

Simple & Structured.

Removing the dated styling (shadows, outlines) as well as the caps-case on the word mark helped to reveal a more timeless and versatile logo.

Color Studies & Typography

A high-end, rustic, and elegant take on WNY ski culture

Combining rich greens, rose gold, and a quality typographic system gives HoliMont the recognizable look it deserved.

Brand Texture

Topographic mapping of the 'Mont made for the perfect texture.

We converted a topographic map of Holimont in order to create a series of brand textures to add some intrigue and beauty to the visual identity.

Brand Texture

Topographic mapping of the 'Mont made for the perfect texture.

We converted a topographic map of HoliMont in order to create a series of brand textures to add some intrigue and beauty to the visual identity.

Brand Identity

Custom badges for all of the 'Mont's programs. 

We created unique symbols with illustrations to represent each program within HoliMont. You can see these around the ‘Mont any time you visit!

WM-PROJ-HMONT-PROGRAM-LOGOS-MOBILE

WEBSITE

A premier destination: online and off.

We took the original site and did a complete overhaul, giving HoliMont the impact it deserves for current and prospective members.

WM-PROJ-HMONT-WEB-MOCKUP-2
WM-PROJ-HMONT-WEB-MOCKUP-3

Mobile

A simple yet beautiful experience, even if you're browsing from the chairlift.

A partner dedicated to the outdoors needs a platform that’s easily accessible on the go. We created a seamless, simple design that makes getting the information you need a walk in the park.

Creative Assets

A simple yet beautiful experience, even if you're browsing from the chairlift. ​

A partner dedicated to the outdoors needs a platform that’s easily accessible on the go. We created a seamless, simple design that makes getting the information you need a walk in the park.

WM-PROJ-HMONT-MOBILE

Print Materials

A suite of promotional materials for the old souls who prefer something to hold on to. 

From brochures to flyers, signs to branded merch – we’ve done it all to roll out the newly refreshed HoliMont brand.

Photography & Video

Capturing the HoliMont experience.

Our photo and video shoots with the HoliMont staff and members are arguably the most fun any creative team can have while working. 

Photography & Video

Capturing the HoliMont experience.

Our photo and video shoot with the HoliMont staff and members are arguably the most fun any creative team can have while working.

williams-media-holimont-video-image
Play Video
WM-PROJ-HMONT-ICONS-BOTTOM

Iconography

Custom icons add an extra splash of fun and also function.

we created custom-branded iconography used throughout both web & print materials to illustrate features and activities offered by HoliMont.

WM-PROJ-HMONT-LARGE-ICON
WM-PROJ-HMONT-ICONS-TOP
WM-PROJ-HMONT-SOCIAL-POSTS-2

Social Media

All-season content for our favorite all-season club.

Keeping in touch with all of HoliMont’s members has never been so easy, or fun!

Social Media

All-season content for our favorite all-season club.

Keeping in touch with all of HoliMont’s members has never been so easy, or fun!

Digital Advertising

Driving awareness, engagement, and hundreds of new members with a multi-channel digital strategy.

Reintroducing HoliMont as an All-Season Club requires the right attention, at the right time. With a multi-channel digital strategy, we are able to present HoliMont as the perfect destination for family, friendship, and fun.

Digital Advertising

Driving awareness, engagement, and hundreds of new members with a multi-channel digital strategy.

Reintroducing HoliMont as an All-Season Club requires the right attention, at the right time. With a multi-channel digital strategy, we are able to present HoliMont as the perfect destination for family, friendship, and fun.

holimont-970x250
Adventure Is Calling-300x600

12 Month KPI Snapshot

0
LEADS GENERATED
0
New Trial Members
0
New Members
$ 0 .1M+
in Lifetime Value
0 .4x
New Trial Members
0 .4x
New Members

12 Month KPI Snapshot

0
LEADS GENERATED
0
New Trial Members
0
New Members
$ 0 .1M+
in Lifetime Value
0 .4x
ROAS
0 .4x
ROI
wm-ed youmans

"I would not feel anywhere near as comfortable with the future of HoliMont as I do if not for Williams Media."

Ed Youmans

General Manager

HoliMont

LET’S WORK TOGETHER

Ready to take your company to the next level?

Get in touch to book a quick discovery session, where we’ll chat about your goals and see if we’re a good fit to help you get there.

OUR WORK

SingleSource Accounting

SingleSource Logo Main

Your one-stop shop for outsourced accounting services.

We partnered with SingleSource to create a forward-thinking, playful and engaging website to uniquely position the startup within the saturated landscape of financial services. SingleSource takes pride in making state-of-the-art accounting solutions accessible to businesses of all sizes using their unique people + technology approach. With powerfully simple visuals and effective user flow, this conversion-optimized site was built to foster their growth.

Industry

Accounting

Location

Buffalo, NY

Services

Web Design & Development

Digital Marketing

Custom Illustration 

SingleSource-fullMockup

Illustrations

Visualizing the brand.

It was important for us to convey the brand in the most accurate way, so our team also crafted a suite of 24 custom illustrations to demonstrate every aspect of the SingleSource experience.

WM-PROJ-SINGLESOURCE-FACES

The Team

Custom headshot illustrations.

Business headshots are boring. We thought we would spice things up by hand-drawing everyone on the accounting team to create an inviting presence while maintaining brand consistency.