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The Secret to Mastering Product Positioning As You Scale

As a founder, no one can tell the story of your product or company better than you. Even as you scale your business and bring in marketing experts, it's critical for you to continue chanting the battle cry of your business’s “Why” and the problem you solve for clients. If you want to easily create marketing messages that connect with your clients on an emotional level, StoryBrand is an effective tool to help you do this. We'll dive into the high-level components of StoryBrand below.

The StoryBrand framework is a simple, but powerful way to communicate your message in a way that your clients will understand and relate to. It's based on the idea that everyone loves a good story and that your business can be the hero of your own story.

Founder’s Tip: Use video to ensure messaging doesn’t get diluted as you scale

As your business begins to scale and increase revenue, your team will inevitably grow as a result. It’s easy to see your messaging become diluted as new voices join—such as employees, contractors, agencies, etc. A tried and true way to ensure succinctness across the board is by creating videos that capture the essence of your mission.

As the founder(s), creating videos on topics like the company’s creation story, mission statement and product/service offerings, you can capture the voice of your business in a way that will stand the test of time while impacting both team members and prospects.

The StoryBrand framework has seven steps. Using in-depth answers, work your way through each step to complete an entire journey that your clients will take with you—from before they even know about your company to the time you have solved a problem for them. Take control of your business’s brand by sharing your answers and videos with your employees, contractors, vendors, or anyone who is doing work with your customers on behalf of your brand.

  1. Aspirational Identity: Who does your client aspire to be?

  2. Problem: What's the problem that your product or service solves?

  3. Guide: Who is the guide who helps your client solve their problem?

  4. Plan: What's the plan that the guide gives the client?

  5. Call to Action: What do you want the client to do?

  6. Success: What does success look like for the client?

  7. Avoiding Failure: What are the consequences of not taking action?

Now that you have a complete picture laid out for you and your team, are you satisfied with how your clients experience your brand? Does the client find success and satisfaction at the end of their journey with your business? If you aren’t satisfied with your StoryBrand or you find that your clients are not guaranteed success, then rework your StoryBrand until the desired outcome is achieved.

Want to dive deeper and learn more? The StoryBrand framework is taught in the courses from These courses are taught by Donald Miller, the author of the best-selling book "Building a StoryBrand." Miller is a master storyteller who uses his expertise to help you create marketing messages that connect with your customers on an emotional level.

The Benefits of Using the StoryBrand Framework

This may feel like a lot of work to explain the purpose of your business and we are sure that you have some of these questions answered through your website. So, why should you use your precious minutes to complete this exercise? There are many benefits to using the StoryBrand framework. Here are just a few:

  • Your marketing messages will be more clear, concise, and persuasive.

  • You'll be able to connect with your clients on an emotional level.

  • You'll build trust and credibility with your clients.

  • You'll increase sales and leads.

  • You'll create a more memorable and engaging brand.

Who Should Use the StoryBrand Framework?

The StoryBrand framework can be used by businesses of all sizes—from small startups to large corporations. It doesn’t matter if you are selling a product or a service, or if you sell to individuals or other businesses; the StoryBrand framework teaches and guides you to communicate in a way that meets the needs of your target audience. It's also a great framework for individuals who want to create marketing messages for themselves or their clients.

The best part about this course is that you can use it for so much more than just your business’s marketing campaigns. It can be used to help guide communication in emails, presentations, proposals, and throughout your personal life.

If you're serious about marketing your business, the StoryBrand framework is a great investment. It's the perfect way to learn how to communicate your message in a way that will connect with your customers and help you grow your business.

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