StoryBrand framework (SB7)
In short
The StoryBrand framework, also called SB7, is a seven-part messaging model created by Donald Miller. It treats the customer as the hero of a story and the company as the guide who helps them win, so messaging stays focused on the buyer’s problem instead of the company’s features.
Teams use it to clarify website copy, email sequences, sales decks, and elevator pitches.
The seven parts of SB7
- A character: The customer, who wants something specific.
- Has a problem: The external obstacle, the internal frustration it causes, and why it is wrong that they face it.
- Meets a guide: Your brand, shown with empathy and authority.
- Who gives them a plan: A few simple steps for working with you.
- And calls them to action: A direct call, plus a softer one for people not ready to buy.
- That helps them avoid failure: The stakes if they do nothing.
- And ends in success: What life looks like after they use your product.
How to apply it to B2B messaging
- Write one sentence per part: Fill in the seven blanks before drafting any page.
- Lead with the problem: Open the homepage with what the buyer struggles with, not your company history.
- Show the plan: "Book a call, we connect your CRM, you see results" is clearer than a feature list.
- Keep calls to action consistent: One primary button used throughout.
A short example
Say a company sells expense software. The character is a finance manager who wants a clean month-end close. The problem is receipts chased by email. The guide is a team that has helped finance teams for years. The plan is connect cards, set rules, review once. The failure is late closes and audit stress. The success is a close that takes days, not weeks.
How it differs from related ideas
A value proposition states the benefit in one line. StoryBrand is a fuller narrative structure that includes a value proposition but also covers stakes, plan, and calls to action.
Common mistakes
- Making the brand the hero: Awards and history belong in the guide role, not the lead.
- Too many calls to action: Choose one primary action.
- Vague success: Describe the concrete outcome the buyer sees.
- Treating it as a template only: Test messaging with real customer language.
StoryBrand framework FAQs
What is the StoryBrand framework?
The StoryBrand framework is a seven-part messaging model by Donald Miller. It frames the customer as the hero with a problem, and your brand as the guide who offers a plan, calls them to act, helps them avoid failure, and leads to success.
What are the seven parts of StoryBrand SB7?
The seven parts are a character, who has a problem, meets a guide, who gives them a plan, calls them to action, helps them avoid failure, and ends in success. Each part becomes one clear statement that shapes your messaging.
How do you use the StoryBrand framework for B2B marketing?
Write one sentence for each of the seven parts, with the buyer as the hero. Use the result to rewrite your homepage, emails, and sales deck so they open with the buyer’s problem, show a simple plan, and repeat one call to action.
What is the difference between StoryBrand and a value proposition?
A value proposition is a short statement of the benefit you offer and why it matters. StoryBrand is a broader narrative structure that includes the problem, stakes, plan, and calls to action, so it shapes whole pages rather than a single line.
