The BrandScript
A one-page document that organizes your entire brand narrative into a clear, repeatable message using all seven story elements.
The StoryBrand BrandScript is a one-page tool (available as a free digital application at mystorybrand.com) that captures your brand's entire narrative on a single sheet. It contains seven modules corresponding to the seven SB7 Framework elements: Character (what the customer wants), Problem (villain, external, internal, philosophical), Guide (empathy and authority), Plan (process and agreement steps), Call to Action (direct and transitional), Failure (what's at stake), and Success (the happy ending). Once completed, the BrandScript becomes the source document for all marketing materials — websites, keynotes, emails, elevator pitches, ads, and internal culture messaging. You should create a BrandScript for your overall brand, then for each division, each product, and each customer segment.
- Your entire brand message should fit on a single page
- Simple, clear messages that are relevant to customers result in sales
- Every human being already speaks the language of story
- The BrandScript is not a one-time exercise — create versions for each division, product, and customer segment
- Read and understand each SB7 module's rules before filling in the BrandScript — amateur screenwriters who skip learning the rules write boring stories
- Read and Understand Each SB7 ModuleBefore filling out any section, study the specific rules and principles for that story element. Each module has set-in-stone rules that cannot be broken without losing customer engagement.
- Brainstorm for Each ModuleAfter studying each chapter or module, brainstorm potential messages you could use to populate that section. Generate many options before choosing the strongest.
- Make Decisions and Fill In Each SectionCarefully review your brainstorm and commit to a specific message for each of the seven sections: Character desire, Problem (villain + three levels), Guide (empathy + authority), Plan (process and/or agreement steps), Call to Action (direct + transitional), Failure (negative stakes), and Success (resolution vision).
- Use the BrandScript to Create Marketing MaterialsDeploy your BrandScript messages across all touchpoints: website copy, email campaigns, keynote presentations, elevator pitches, sales letters, social media ads, team talking points, and internal culture documents.
- Create Additional BrandScripts for SubplotsBuild BrandScripts for each company division, product line, and customer segment. Each subplot BrandScript should connect back to the overarching brand BrandScript while addressing specific sub-audiences.
Character desire: 'A Plan for Your Retirement.' Problem villain: confusion and complexity of financial planning. External: not having a retirement plan. Internal: worry and anxiety about the future. Philosophical: people who work hard deserve a secure retirement. Guide: empathetic advisor who demonstrates authority via client success statistics. Plan: 1) Schedule a consultation, 2) Get a customized retirement plan, 3) Start investing with confidence. CTA: 'Schedule Your Free Consultation.' Failure: confusion about investments, not being ready for retirement, hidden fees. Success: financial security, peace of mind, more time with grandchildren.
Donald Miller created the BrandScript after recognizing that business leaders needed a practical, structured tool to capture their clarified message. Having used story frameworks as a writer for years, he realized that a single-page format would force the necessary brevity and clarity that makes messages stick. The BrandScript became the centerpiece of the StoryBrand workshop and online tool.