The buyer is the hero. You are the guide with a plan and a call to action.
The StoryBrand framework (Donald Miller) is a seven-part BrandScript: character, problem, guide, plan, call to action, success, failure. It is a narrative tool for website and campaign copy. It is not a substitute for positioning. Write the positioning statement first, then tell the story.
A one-page script: who the hero is, what they want, the external/internal/philosophical problem, why you are a credible guide, the three-step plan, the CTA, and the stakes. B2B teams often skip the internal problem (status, fear of looking sloppy). Do not.
VP of Sales, not “companies.” Same discipline as the persona template.
External (missed quota), internal (looks incompetent in forecast), philosophical (reps should not waste time on junk).
Empathy + authority. A logo is not authority. A result is.
Start, run, see. If the plan is a 12-week implementation, you have a services deck, not a BrandScript.
Positioning first. StoryBrand is how you narrate the already-chosen frame on a page.