It can be highly effective to use the words of a customer in a marketing campaign. It’s also wise, for example, to return to your BrandScript and edit it based on the customer information you acquired. This will help you and your team see it with fresh eyes. We’d recommend sitting on your completed BrandScript for 24 hours before going back and refining it.

This is a big mistake simply because your brand messaging should be something that changes and adapts to the customer over time.

When it comes to the StoryBrand BrandScript, we see many business owners and marketers set-it-and-forget-it. It’s wise to think from the perspective of the customer no matter what module you’re on.Īgain, this will only serve you once your message is out in-market.Ĭustomers resonate with brands that get them, so the more you can get inside their heads, the better.īrandScript Best Practice #3 – Edit & Refine your BrandScript This will only serve you more if you’re able to articulate in detail who your customer is and what problem they’re dealing with. The first two modules (Character and Problem) are where you’re going to need to think from the perspective of the customer. The methodology is meant to help you to think about your brand a little less and think more about the customer you’re trying to reach. This is, anyway, what StoryBrand is all about. Of course, the BrandScript requires you to think about it from the perspective of your brand, our point is to always consider how the customer will feel about your decisions and, when appropriate, make decisions from the perspective of the customer.

The second best practice we’d recommend is to think from the perspective of your ideal customer – not your brand. BrandScript Best Practice #2 – Think from the Perspective of the Customer

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