- Publisher
- HarperCollins Leadership
- Published
- 2018 (first published 2017)
- Shelf
- branding: Messaging
- ISBN
- 9780718033323
Messaging
Building a StoryBrand
Donald Miller
Donald Miller's seven-part story framework for brand messaging, in which the customer is the hero and the brand is the guide.
Why read it
Miller borrows the plot most stories run on. A hero wants something and hits a problem, then meets a guide who gives them a plan and calls them to act, and the story shows the success they reach and the failure they avoid. His argument is that most companies cast themselves as the hero, and customers tune out because they are listening for their own story. The seven parts become a script you fill in for your own brand.
Why own it
It works as a workbook more than a read. The later chapters turn the finished script into a website outline and a one-line description of the business, so you come away with copy you can use.
Who it is for
Founders and small teams writing their own website, and anyone whose copy talks mostly about the company.
Reading order
Book 2 of 6 in the branding reading order. See all 6
Read nextThe Brand GapMarty NeumeierWith a position and a message, Neumeier shows why strategy and design still fail each other, and gives five disciplines to close the gap.Read before thisPositioning: The Battle for Your Mind
Opens a search on AbeBooks, a network of independent and antiquarian sellers, which is where a good part of this shelf has to be found, because it is out of print.
Read next
Chosen because they argue with this one, not because a machine noticed they share a category.
