Book Summary | Building A Story Brand (2017)

it is a rare gem on Amazon, a book rated by 10,000 people and still maintaining a stellar 4.7 stars. 'Building a Story Brand' by Donald Miller is one such treasure. This book offers not just theories but practical strategies. It can be distilled into two common mistakes, seven actionable principles, and three thought-provoking questions to guide your branding and marketing journey.

​​Recommendation Score: 5 Stars

Two Mistakes
The first mistake brands often make is failing to focus on the aspects of their offer that genuinely resonate with their audience, the aspects that can help people not just survive but thrive. In a theater setting, we position ourselves as the chairs, not the exits.

The second mistake is causing customers to burn too many calories to understand their offer. If we don't say something (and say something quickly and clearly) they can use to survive or thrive, they will tune us out.

Seven Principles 
The seven StoryBrand principles are as follows:
1. The customer is the hero, not your brand.
2. Companies sell solutions to external problems, but customers buy solutions to internal problems.
3. Customers are looking for a guide, not another hero.
4. Customers trust a guide who has a plan.
5. Customers only take action if they are challenged to take action. One of them is to show what they lose if they do not act. It's important to remember that every human being is trying to avoid a tragic ending and that we should explain how our brand can change their lives for good and avoid suffering pitfalls. 

Three Questions 
The three questions to ask are:
1. Who does our customer want to become?
2. What kind of person do they want to be?
3. What is their aspirational identity?

In summary, a story is an excellent tool for establishing our brand. It is also the greatest weapon to combat noise because it organizes information in a way that compels people to listen. A good story distills a series of random events into the essence of what matters. It is also a great way to express organizational vision. Lastly, a "thoughtmosphere" is an invisible mixture of beliefs and ideas that drives employee behavior and performance.