The Effectiveness of a StoryBrand Framework
This paper will discuss the effectiveness of a marketing strategy called the StoryBrand Framework created by Donald Miller. This strategy focuses on the customer rather than the company. The goal of creating a StoryBrand is to communicate effectively with the customer. In order to do this, the company’s message and advertising must consistent and simple. Throughout this paper, I will be applying the aspects of the StoryBrand Framework to Mahlo Cider, a small business based in Springfield, Oregon. To understand Mahalo Cider’s customers, there must first be an understanding of the company’s internal and external factors that are affecting the company. An internal analysis describes the factors within the business. They include who is on staff, where they are located, the experience of the current staff and what the company is attempting to sell. The external analysis will employ the use of a PESTLE analysis which stands for Political, Economic, Socio/demographic, Technological, Legal and Environmental factors that surround the company.
Through the analysis of the company, Mahalo Cider can find their target market. In an interview with the owner, I learned that Mahalo Cider Company’s target market are adults aged 25 to 40 and Mahalo Cider sells more to women than men. With a knowledge of the target market, to understand the customer, Mahalo needs to create a customer persona. This is a made-up person who represents a large portion of the target market. I have created the personal of Ashley Burch for Mahalo Cider. If Mahalo Cider can understand what she wants, they will be able to appeal to their market.
One of the most important steps in the StoryBrand Frame work is for the company to guide the customer to success. Companies can guide customers through authority and empathy. Companies use authority to show that they are knowledgeable in the industry, and they can deliver a quality product. Empathy shows that the company understands the needs and desires of the customer. Mahalo Cider Company can show authority and empathy effectively through social media platforms such as Instagram and Facebook.
With the customer’s trust in Mahalo’s ability to be a guide in their journey to find a good cider, Mahalo needs to call the customer to action. Based off of Mahalo’s knowledge about themselves as a company, and knowledge of the customer, they can give an effective call that will generate sales.
The last two steps of Miller’s StoryBrand Framework are to discuss the customer’s potential to failure, and how they can end their journey in success. As the guide, Mahalo needs to show that not buying cider is a failure while buying Mahalo Cider is a success.
IDS 499, Senior Capstone
James Berry
P114
11:30 AM – Noon