Stop Confusing Your Customers—Here’s How to Clarify Your Brand Message
I love a good business book.
I love learning different techniques for skills I’m learning and evolving. Because I actively want to learn from them, I’ve started to keep track of what I’ve read and my notes using Notion. It’s a game changer!
The standout book I read in January was *finally* Building a Story Brand by Donald Miller. It’s been on my to-read list for, well, let’s just say a while, and I’m so glad I read it at the start of the year.
I’ve collated my notes into Notion, and I’ve written the below to best explain it so you don’t have to read the whole book if you’re time-strapped, (because lets be honest, aren’t we all these days?)
Building a StoryBrand by Donald Miller is a must-read if you want your brand to cut through the noise and actually get customers to care. At its core, this book is about one thing: making your customer the hero of a compelling story — with your brand as their trusted guide.
Let’s break it down step by step in a way that’s easy to understand and, more importantly, easy to apply.
The Key to Being Seen, Heard, and Understood
Ever wonder why some brands seem to have customers throwing money at them while others get ignored? It all comes down to clarity.
If your messaging is confusing, people will mentally check out faster than you can say “bounce rate.”
Key takeaways:
Simplify your message. If people have to work to understand what you do, you’ve already lost them.
Your brand exists to help customers survive and thrive. Make that obvious.
Confusion is the enemy. The clearer you are, the more engaged your audience will be.
The SB7 Framework (AKA The Magic Formula)
People love stories. Our brains are wired for them. If you structure your messaging like a story, you’re instantly more engaging.
Miller breaks storytelling down into seven simple steps:
A character (your customer)
With a problem (that they desperately need to solve)
Meets a guide (your brand, here to save the day)
Who gives them a plan (a simple, clear solution)
And calls them to action (because without action, nothing happens)
That helps them avoid failure (fear is a powerful motivator)
And ends in success (their happy ending, thanks to you)
Once you get this framework into your messaging, your brand will feel instantly clearer and more compelling.
Make the Customer the Hero
This isn’t about you, or your brand. Your brand is not the star of the show — your customer is.
How to nail this:
Identify what your customer truly wants.
Position your product as the solution.
Speak to their desires, not your achievements.
Address the REAL Problems
Your customers have problems on three levels:
External: The obvious, tangible issue (e.g., “I need a new laptop”)
Internal: The frustration behind the issue (e.g., “My laptop is slow, and it makes me feel unproductive”)
Philosophical: The deeper reason why this matters (e.g., “I should be able to work without tech getting in my way”)
Address all three, and you’ll connect on a much deeper level.
Be the Guide, Not the Hero
Your customer is Luke Skywalker. You are Yoda. (Or Dumbledore. Or Gandalf. You get the idea.)
To be a great guide:
Show empathy. Let customers know you understand their struggles.
Demonstrate authority. Testimonials, stats, experience — whatever proves you can help them.
Give Them a Clear Plan
People trust a guide with a plan. If you don’t tell them exactly what to do, they’ll hesitate.
There are two types of plans:
Process Plans: A simple, step-by-step guide (e.g., “Three steps to getting started”)
Agreement Plans: Reassurance that they won’t regret buying (e.g., “100% satisfaction guaranteed”)
Make it as easy as possible for them to say yes.
Call Them to Action
Customers won’t take action unless you tell them to. (Seriously, they won’t.) It sounds simple, but so many brands miss this entire point.
Two types of calls to action:
Direct: Buy now, schedule a call, sign up today.
Transitional: A freebie to warm them up (e.g., free guide, webinar, consultation).
No CTA = No sales. Simple as that.
Show Them What Happens If They Do Nothing
Fear is a great motivator. This is the part of the story where you see the main character face a choice. If they choose another option, what’s the worst thing that could happen? If customers don’t take action, what are they missing out on?
Use subtle reminders like:
“Without this, you’ll keep struggling with [problem].”
“Don’t let this opportunity pass you by.”
Paint a Picture of Success
People buy transformations, not products. Show them what life looks like after they say yes to you.
Ways to do this:
Share testimonials and success stories.
Use before-and-after scenarios.
Help them visualise the outcome.
Your Brand = Their Transformation Partner
Your product isn’t just a thing they buy; it’s a tool for personal growth. Make them feel like they’re stepping into a better version of themselves with your help.
Your Website Needs to Be Crystal Clear
Your website is your 24/7 salesperson. If it’s confusing, you’re losing sales.
Fix it by:
Applying the SB7 framework.
Making your CTA painfully obvious (another tip: make sure this is a completely different colour to the rest of your branding.)
Using clear, compelling visuals.
Building a StoryBrand is a game-changer if you want to clarify your message, connect with customers, and ultimately grow your business.
The secret? Make your customer the hero, position yourself as the guide, and tell a compelling story that leads them to success.
Whilst you’re here… Here’s my story.
I’m the founder of Virtue Studios, and I help brands tell better stories — so they’re not just seen, but remembered.
Virtue Studios is all about turning values into vivid, authentic stories that engage and inspire. Whether it’s refining your brand messaging, creating standout content, or crafting a strategy that makes customers care, I help businesses build brands that people actually remember.
If that sounds like something you need, let’s chat. You bring the story — I’ll help you tell it the right way.
