A character with a problem meets a guide who steps in to ensure their story ends in success and helps them avoid failure. Sounds familiar?
In our latest blog post on the StoryBrand framework, we’ve explored the 7 essential elements every successful story shares. Together, these plot points create a balance - take one away and there is no story anymore. This timeless dynamic isn’t just the heart of great stories. It’s the foundation of effective marketing.
Think back to the first time you watched your favourite movie. Remember how it held your attention and drew you in? Now imagine bringing the same level of your marketing materials - gripping your audience and keeping them hooked.
Your favourite movie likely follows principles similar to those outlined in the StoryBrand framework, even if it wasn’t designed with that in mind. The good news is you can make use of those elements and apply them to your company’s message. Let’s take a look at three major Hollywood pictures - The Lion King, Star Wars and Harry Potter - and how their use of StoryBrand plot points translates into a great marketing campaign.
Most blockbuster movies draw inspiration from the ancient myth of the hero’s journey, a narrative rooted in transformation and growth. In The Lion King, Simba starts as a young lion cub, far from ready to face the responsibilities awaiting him as a leader. Similarly, Harry Potter’s ordinary life is drastically altered after he discovers he is a wizard and enrolls at Hogwarts. And then there’s Star Wars, where Luke Skywalker, a seemingly unremarkable farm boy, embarks on a journey so extraordinary it leads him to save the galaxy from the clutches of the Empire.
The hero is the main protagonist in the story - so why paint them as weak and ordinary? This is no accident, as filmmakers do this to invoke empathy and identification. By showing the hero’s flaws and struggles, they remind audiences of their own potential for growth. If the hero was perfect from the start, there would be no stakes, no journey, and no transformation. There would be no story.
The hero’s journey should mirror your customer’s journey. Don’t be afraid to acknowledge their flaws and obstacles and paint a vivid picture of the transformation they can achieve with your help as a guide. Remember to clearly articulate your customer’s struggles as well as the solution - your product or service.
When done right, the hero’s journey will make your message resonate deeply, empowering customers to see themselves not just as buyers but as protagonists in their own success story.
Behind each hero is a trusted guide. This does not merely have to be a father figure, like Dumbledore is to Harry, but a mentor who provides the hero with wisdom, tools or simply encouragement to help them succeed. In Star Wars, Yoda trains Luke to embrace the Force. In The Lion King, Simba has multiple mentors but ultimately, Rafiki stands out, helping him rediscover his identity and imparting several life lessons.
You already know your company is the guide in the story. Just like these iconic guides, your role is to empower customers, not to overshadow them. This is achieved by positioning yourself as the expert, showing the empathy and authority necessary to help the hero - your customer - achieve their goals.
From your messaging, it has to be clear that the role of the guide is indispensable. Without your help, the hero’s transformation does not come along - you are integral to the narrative. Recognizing this will allow the customer to develop increased trust in you and your company, seeing you as their mentor.
Remember the duel between Darth Vader and Luke when you probably held your breath and clenched your fists in anticipation? Every compelling narrative has tension - moments when the stakes feel impossibly high, working to keep the audience gripped. Think about Mufasa’s attempt to save Simba’s life in the stampede scene or Harry’s quest to find the last Horcrux in order to defeat Voldemort.
It’s crucial to use conflict and stakes in your marketing. To create a sense of urgency, clearly articulate the problems your customers face and the consequences of inaction. By highlighting their pain points, you appeal to their most primal instincts, urging them to take action.
Always show the customer what’s at stake - otherwise, they have no reason to engage with your company. Outlining the consequences of inaction makes them more likely to purchase your product or service.
Why do we know so many movie taglines by heart? Slogans like “You’re a wizard, Harry” or “May the Force be with you” have become internationally recognized and widely cherished. They stick with us because they’re clear, simple and emotionally resonant. Clarity in messaging is, incidentally, one of the pillars of the StoryBrand framework.
Avoid overloading your audience with jargon or complex explanations. Instead, focus on clear, concise language that immediately communicates your values. Seek to connect emotionally instead of using elaborate or overly technical vocabulary.
Focus on memorable messages that will strike a chord with your audience and get straight to the point. Remember: if you confuse, you lose.
Does every movie need a happy ending? While critics would undoubtedly disagree - and many blockbuster movies end in ambiguity to leave space for a sequel - for our purposes, the “happily ever after” in our story is crucial. In order to captivate audiences, we need to tell a success story.
Our hero’s transformation must be visibly outlined, showing how using our product or service has changed their life for the better. After the hero has overcome several challenges, they are finally rewarded with success. This wouldn’t have been possible without our company - as the guide, we’ve become a key part of the narrative and a trusted partner on their journey.
The final image of success will create positive associations with your brand and reinforce feelings of happiness and contentment in the customer. It will complete your story.
Don’t forget to wrap up your marketing message with a vision of long-term success for your customer - how has your product or service improved their lives? How do you imagine they feel about it, now that their problem has been solved?
Hollywood filmmakers know how to create narratives that keep their audiences hooked. The StoryBrand framework allows businesses to do the same by using proven narrative elements like the hero’s journey, conflict and stakes, clear messaging and so on.
Are you ready to craft a BrandScript that will captivate your audience like Hollywood? Schedule a call with our Growth Strategist Arjen Schipper and transform your marketing from ordinary to compelling today.