I’m finally getting around to sharing what I learned in Donald Miller’s Building a Story Brand: Clarify Your Message So Customers Will Listen. I’ve heard great things about this book from multiply friends since it’s publishing in 2017. I finally read the book late last year and it did not disappoint. It led me to rethink many of the aspects of my own brand. Who the hell is Dave Delaney? As Miller writes, “If you confuse, you lose.”
In order to understand and create your brand you must have a clear story. In a story, audiences must always know who the hero is, what the hero wants, who the hero has to defeat to get what they want.
Take my Communication Mastery workshop for example. The Hero is the person who hires me for a workshop, usually the CEO, COO, or HR Director. The Hero wants to improve his or her workplace culture by improving communication. The Hero is trying to defeat a potential toxic work environment and employee churn because both are costly concerns.
Customers don’t typically care about your story; they care about their own. Customers buy solutions to internal problems. By talking about the problems our customers face, we deepen their interest in everything we offer.
When we fail to define something our customer want, we fail to open a “story gap” with a single focus. We must define a specific desire and become known for helping people achieve it. That’s certainly what I am working on.
The specific desire for my clients is to improve communication. The Master Communicator’s Secret Weapon is my keynote presentation designed to help audiences use my advice to help them achieve their desire.
Miller writes, “When we frame our products as a resolution to both external and internal problems we increase the perceived value.” For example, part of what I teach is how to improve listening and how to lead with acceptance. Doing this in the workplace improves employee morale. Doing this outside with prospects, clients, and even friends and family improves sales and life in general.
Miller points out that, “A brand that positions itself as the hero is destined to lose.” This isn’t about me. It’s about you and helping you achieve success with your team. My brand is the guide that will help you. I truly care about helping you and your people. Miller reminds us that to succeed we must care.
Talk about the end vision. For what I do, it’s leaving you with a team who are better connected, listening more effectively, open to change, thinking quickly on their feet, leading with acceptance, becoming empathetic, and ultimately reducing employee churn by improving your company culture and overall communication.
Donald Miller writes about the importance of clearly defining the steps your hero needs to make in order to do business with you. He explains, at least three steps and no more than six.
For me it’s scheduling an introductory call. Speaking with me, so I can learn more about your needs. Determining the time and date of the workshop. I facilitate the workshop and you see the results. Boom, four simple steps.
I highly recommend you pick up a copy of Donald Miller’s Building a Story Brand for your own business. I found the lessons within to be exceptionally helpful. I also recommend you subscribe to Miller’s podcast for more insights and interviews with branding thought-leaders.