How to Use Your StoryBrand BrandScript (Examples Included)
Updated December 2025
A StoryBrand BrandScript gives you one clear story that guides your entire marketing system. Without it, content takes longer to create, websites convert poorly, and you end up reinventing the message every time you sit down to write. As a StoryBrand Certified Guide and content strategist, I’ve helped hundreds of founder-led brands use a BrandScript to clarify what they want to say and communicate it consistently. In this post, you’ll learn what a BrandScript is, why it works, and how to apply it to your website, emails, and visibility strategy.
Why Your Marketing Feels Harder Than It Should
What Happens When Your Message Isn’t Clear
What a StoryBrand BrandScript Actually is
Why Every Thought Leader Needs a BrandScript
How To Maximize Your BrandScript
Common BrandScript Mistakes
What Happens When You Use Your BrandScript Strategically
Spotlight Strategy 1-Day
Why Your Marketing Feels Harder Than It Should
Donald Miller introducing the PEACE Framework at the 2025 Coach Builder Summit, where StoryBrand Guides gather for advanced training and certification work.
If your marketing feels scattered, you’re not imagining it. When your message isn’t clear, every piece of content takes longer than it should. Emails feel repetitive. Your website doesn’t convert the way you want. Even writing a simple social post becomes a chore.
It’s frustrating because you’re good at what you do. You have the expertise. You have the results. Yet communicating that value in a way people instantly understand feels harder than it should.
The truth is, most founder-led brands don’t struggle with content. They struggle with clarity. And clarity is exactly what a StoryBrand BrandScript is designed to give you.
I have trained directly with Donald Miller, the author of Building a StoryBrand, and I see him regularly as part of the StoryBrand Certified Guide community. I have led dozens of companies through the StoryBrand Marketing Livestream. I have also trained hundreds of StoryBrand Certified Guides, which means StoryBrand trusts me to teach other Guides how to use this framework correctly.
As a Guide and content strategist, I have helped hundreds of experts, speakers, and small teams turn scattered ideas into a message they can use everywhere. The moment the message becomes clear, the marketing becomes simple.
What Happens When Your Message Isn't Clear
Without a clear message, your marketing becomes harder, slower, and less effective. Your team can’t stay consistent. Prospects don’t understand the value you bring. And you end up reinventing the wheel every time you write something new.
A confusing message doesn’t just cost you time. It costs you opportunities. Website visitors bounce. Email subscribers disengage. AI platforms scrape your content and can’t quite figure out how to describe what you do.
When people can’t articulate your value, they don’t buy.
A BrandScript fixes that.
What a Storybrand BrandScript Actually Is
A StoryBrand BrandScript is a simple tool that clarifies what you want to say so customers understand it instantly. It’s built around a proven storytelling framework: you position your customer as the hero, you take your place as the guide, and you organize your message so it speaks to what people actually care about.
Donald Miller and me at the Coach Builder Summit. I continue to train with StoryBrand so the tools I bring to my clients stay sharp and current.
A BrandScript has seven parts. Together, they help you explain who you serve, the problem they face, how you help, and the results they can expect. When these pieces are clear, your website, emails, and content finally work together instead of competing for attention.
Just like an actor uses a script to know exactly what to say onstage, a BrandScript gives you the words and structure you need to communicate clearly in your marketing. Instead of improvising every time you sit down to write, you start with a simple narrative that keeps you focused, confident, and consistent.
After being trained directly by Donald Miller and working closely with the StoryBrand team for years, I’ve seen this tool transform entire marketing systems. I’ve led dozens of companies through the StoryBrand Marketing Livestream and trained hundreds of StoryBrand Certified Guides, which means StoryBrand trusts me to teach other Guides how to use this framework correctly. I continue to train with Donald and the StoryBrand leadership team, so everything you learn here reflects the most current version of the framework.
At its core, a BrandScript gives you one message your entire organization can follow. No more reinventing the wheel every time you write something new. No more contradictory language across different platforms. When you start with a BrandScript, everything downstream becomes easier and more effective.
Why Every Thought Leader Needs a BrandScript
When you run a business that depends on your ideas, clarity isn’t optional. It’s the foundation everything else sits on. Whether you’re a keynote speaker, a consultant, a founder, or the face of a growing brand, people hire you because of the way you think. Your message has to be clear, repeatable, and easy for others to share.
A BrandScript gives you that clarity. It helps you talk about what you do in a way that feels simple, confident, and aligned. It becomes the narrative your entire team can follow, whether you work with contractors, a marketing assistant, or a rotating mix of designers and writers. Instead of guessing at what to say, everyone uses the same language, which saves time and builds trust with your audience.
I see this over and over with experts who come to me feeling stuck. They have a brilliant offer, real results, and a growing audience, yet their marketing feels harder than it should. The breakthrough happens the moment we clarify their message. Once the BrandScript is in place:
writing becomes faster
Content becomes more consistent
Their website converts more effectively.
AI tools even begin to surface their expertise more accurately, because the narrative across their digital footprint becomes unified.
If you want speaking inquiries, sales calls, and warm referrals to come more easily, you need a clear and consistent way to describe what you do. A BrandScript gives you that anchor.
How To Use Your BrandScript
1. Your Website
Your BrandScript gives you the language for your homepage, services pages, speaker page, about page, and calls to action. Instead of guessing at what to say, you follow a clear narrative: the problem your audience has, the solution you offer, and the results they want.
Most clients who work with me are shocked at how quickly their website comes together once the BrandScript is finished. It makes every decision easier.
What Thought Leaders Can Learn from Junk Mail About Clearer Websites
2. Your Email Strategy
A BrandScript shapes your welcome sequence, nurture emails, lead magnets, newsletters, and promotional campaigns. It keeps your writing grounded in a message people recognize and trust.
If you’ve ever felt like your email marketing sounds different every time you send something, this is the fix.
How Can a Clear BrandScript Boost Your Mailchimp Campaigns?
3. Your Content System
Whether you’re posting on LinkedIn, recording a video, or preparing talking points for a podcast, your BrandScript gives you the through-line. It keeps your voice consistent. It ensures each piece of content points back to the problem you solve, the plan you offer, and the transformation you help people achieve.
This is also how AI tools learn your message. When your content aligns with a single narrative, AI can surface your expertise more accurately.
4. Your Sales Materials
Your proposals, one-sheets, pitch decks, and workshop descriptions become clearer and more persuasive when they follow the BrandScript. Instead of listing features, you speak to the story your clients are living through. You become the guide who helps them move forward.
Improve Your Sales Game: How Storytelling Can Drive Revenue
5. Your Thought Leadership
If you’re a speaker or consultant, a BrandScript helps you tighten your keynote, shape your point of view, and communicate the transformation you deliver. This is often where clients feel the biggest shift. They finally sound like the expert they truly are.
The Content Production Team: How to Turn Thought Leadership into a Scalable Marketing System
Common BrandScript Mistakes
A BrandScript is simple, but it’s powerful only when it’s used correctly. After helping hundreds of founders, speakers, and marketing teams clarify their message, I see the same mistakes come up again and again. If you can avoid these, your BrandScript will work harder for you.
1. Writing from your perspective instead of your customer’s
Your BrandScript only works if it starts with what your audience wants. When you center your own process or credentials too early, your message becomes harder for people to understand. Lead with their story, not yours. Your authority shows up naturally once the message is grounded in their needs.
2. Making the problem too vague
A clear problem creates tension, and tension creates interest. When your problem statement is soft or overly broad, your message loses its edge. Be specific about what your audience is struggling with so they instantly recognize themselves in the story.
3. Treating the BrandScript like a script to copy and paste
Your BrandScript isn’t meant to appear verbatim on your website or in your emails. It’s a strategic tool that guides your language. The BrandScript shapes the message. It doesn’t replace the message.
4. Overcomplicating the plan
Your plan should feel simple, doable, and reassuring. When you add too many steps or load it with jargon, people mentally check out. Most audiences can only process three clear steps. Keep it focused.
5. Creating the BrandScript and then never using it
This is the biggest one. A BrandScript only works if you use it consistently. It should inform your homepage, your speaking points, your email strategy, your content, and your sales conversations. Without implementation, it becomes another document sitting in Google Drive.
6. Updating other parts of the brand but leaving the message untouched
Your audience changes, your offers evolve, and your positioning shifts. Your BrandScript should evolve with you. I recommending reviewing my clients’ BrandScripts at least once a year to make sure the message still reflects the work they want to be known for.
Additional Resource: Applying StoryBrand in Creative Industries
A conversation about how creatives can use a BrandScript to clarify their message. Even though my work has expanded since this was recorded, the core ideas still apply.
This conversation was recorded during my early work with artists and creatives. While my client base has expanded to experts, speakers, and founder-led brands, the principles in this episode still offer helpful examples of how a BrandScript simplifies your message.
Use a BrandScript Strategically
Once your message is clear, everything else gets easier. Your website starts converting because people finally understand what you offer. Your emails feel purposeful instead of rushed. Your content becomes more consistent because you’re not reinventing the story every time you sit down to write.
You start sounding like the expert you already are. Your audience hears the same message no matter where they find you, which builds trust and strengthens your reputation. Even AI tools begin to describe your work more accurately because every piece of content points back to the same narrative.
Most clients tell me they feel lighter once their BrandScript is finished. They stop second-guessing themselves. They start creating with confidence. They gain momentum because they know exactly what to say.
A BrandScript doesn’t just simplify your marketing. It gives you the clarity you need to grow.
Spotlight Strategy 1-Day
If you want a message that feels clear, confident, and unmistakably you, a BrandScript is the best place to start. And you don’t have to figure it out on your own.
During a Spotlight Strategy 1-Day, we’ll clarify your message, organize your best ideas, and build a simple plan you can use right away. You’ll walk out with a BrandScript you understand, a narrative that feels honest and strong, and a content direction that supports your business goals.
If you’re ready for clarity that makes every part of your marketing easier, let’s talk.
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You’ve never heard of Creator Economy Expo before. So… is it worth your time? You don’t want to take days out of your business attending an event that won’t yield results for you in the upcoming year. In this blog post, I’ll talk about what it is, why it’s worth considering, and how to get it at a discount. So you can decide if it’s a good fit for you and your brand.
It’s not always clear how you can use StoryBrand on your social media. Much of the StoryBrand Framework is based around using marketing to increase sales - but social media is different than a website. And no one wants to turn their social media channels into a spammy billboard. Here you’ll learn a StoryBrand-inspired formula for writing copy on your social media posts, as well as different ways to use existing assets in your marketing - lead generators, BrandScripts, and more - in a way that works on social media.
Struggling to get your social media posts noticed? It might not be your content—it’s your strategy. By combining the StoryBrand BrandScript with Downstage Media’s PAGER method, you can create social posts that not only resonate but also drive real results. In this post, you'll learn a step-by-step approach to crafting clear, engaging content that doesn’t turn your feed into an endless ad, but a true engagement tool.
General Content is the “G” of the PAGER method, and it can be the most confusing because it’s the most vague category. But these are the posts that show your audience that you understand who they are and you know how to solve their problems. Read on to understand what these posts are, see them in action, and learn how to implement them into your content mix so you can turn your audience into your community.
It’s time to simplify social media for small businesses and brands. The PAGER Method is a social media strategy that you can easily use on any platform and in any niche. You’ll know what to create, ensure that your content isn’t too salesy, and still promote the events and initiatives that your business needs to survive. Here, get an overview of Downstage Media’s own content method with examples. This is the basis for Annie Figenshu’s book, Simple Social Media.
If you don’t post on social media about your promotions, initiatives, or events your audience won’t know what you have going on business-wise. So you can start to question whether all of the time that you spend posting is worthwhile at all. Here you’ll learn a simple system to create posts that will help you reach your business goals without making your account seem like a salesy billboard.
It can be hard to make the most of your email marketing. You don’t have the time to learn how to send out more than a quick blast but you don’t have the time to learn anything more. Annie Schiffmann is Mailchimp Certified and takes you through how that special training can help you reach your goals for your company.
No one wants to spend time crafting an email that will be ignored. Learn these best practices gleaned from Mailchimp’s Content Optimizer to get your audience to actually read the emails you send out.
The StoryBrand Marketing Livestream is a two day investment in your business. But if you don’t take time to prepare, you could get a low return on that investment. Learn success tips from facilitators who’ve ushered hundreds of attendees through the workshop.
The internet is full of marketing advice, predictions, and trends for the new year. Many of them, though, don’t quite apply to an arts-focused brand. Here, I’ll take some marketing trends for 2022 and filter them through the lens of the performing arts, offering my insights for how brands in the arts can use them now.
You do more copywriting than you think. Any post, email, or webpage where you want a reader to take action counts as copywriting. Unfortunately, lots of copywriting misses the mark which leads to lower clicks, conversions, and sales. In this post, you'll learn simple copywriting tweaks that will personalize, activate, and strengthen your work so you can connect with your audience.
The prices for online courses and coaching programs varies wildly - with some as low as $47 and others are high as $5000. So when you’re considering an online course and a coaching program, it’s important to know what’s in store, and how it compares to other comparable courses. Downstage Media has partnered with Business Made Simple to offer a suite of online courses and a marketing mentorship as well. Here’s what you can expect to pay, and what is included, and how it compares in the marketplace.
Like what we’ve done for your company? Think other organizations need to get their work out there? Here are the easiest ways to leave us a review that will answer the questions our potential clients often have. Whether you prefer to fill in the blanks, tap record, or write on a form, answer these five questions and you’re all done!
Understanding the difference between a hashtag and a handle can instantly strengthen your social media presence. If you’ve been guessing or mixing the two, you’re not alone — and it’s hurting your visibility. This post breaks down both tools in plain English and shows you how to use them strategically so your content is easier to find, easier to engage with, and easier to manage. Keep reading to make your next post clearer and far more effective.
Annie Figenshu
Annie Figenshu is keenly aware that many companies are pressed for time, and every minute counts. She helps brands make the most of their content marketing so that their hard work is shared with the world. Annie is certified in both StoryBrand and Mailchimp, has two kids with Beatles-themed names, and is afraid to think what a day without coffee would look like.
StoryBrand Guides have access to keynotes, frameworks, and tools designed to help them grow their businesses. The challenge is figuring out how to turn those resources into client work and revenue. That’s what inspired an internal StoryBrand pilot called What Does This Make Possible? Today, that idea has evolved into the StoryBrand Guide Podcast, co-hosted by Annie Figenshu and Tyler Pigott.