StoryBrand Framework & Brand Story
Complete StoryBrand (SB7) framework and brand story architecture for multiple audience segments
StoryBrand Framework: Master Database
BrandScripts Database: Core Properties
| Property |
Data Type |
Purpose / Notes |
| Project Name |
Title |
Each unique brand, division, or product |
| Character – Want |
Text |
"What do they want?" block |
| Problem (Villain) |
Multi-select |
Literal / metaphorical enemy |
| Problem (External) |
Multi-select |
Tangible obstacle |
| Problem (Internal) |
Multi-select |
Frustration or doubt |
| Problem (Philosophical) |
Multi-select |
"It isn't right that …" |
| Guide – Empathy |
Text |
Short sentence that "meets a guide" |
| Guide – Authority |
Text |
Stats, awards, logos, testimonials |
| Plan – Process |
Numbered list |
3–4 simple steps |
| Plan – Agreement |
Checklist |
Risk-reduction promises |
| CTA – Direct |
Select |
Buy now / Schedule call / etc. |
| CTA – Transitional |
Text |
Lead magnet, webinar, PDF, etc. |
| Failure Consequences |
Bulleted list |
Min. three negatives to avoid |
| Success Outcomes |
Bulleted list |
Future benefits |
| Transformation From |
Text |
Current identity |
| Transformation To |
Text |
Aspirational identity |
| Controlling Idea |
Text |
"Moral of the story" sound-bite |
Storybrand Framework Overview
1. Master Database: "BrandScripts"
The core Notion table organizing all brand narratives, with columns mapped to each SB7 element. Each unique brand, division, or product gets its own row/record.
2. Template Button: "+ New BrandScript"
A guided Notion template that walks teams through each of the nine SB7 blocks:
- A. Character: List every potential desire; choose primary want.
- B. Has a Problem: Brainstorm villains, external, internal, philosophical issues.
- C. Meets a Guide: Draft empathy sentence; gather proof for authority.
- D. Gives Them a Plan: 3-step process + checklist of risk-reduction promises.
- E. Calls to Action: Define direct CTA; brainstorm transitional CTAs.
- F. Helps Them Avoid Failure: Record ≥3 negative outcomes.
- G. Ends in a Success: Bullet how life looks after using product.
- H. Transformation: Aspirational identity; auto-generate "from" as opposite.
- I. Controlling Idea: Craft single sentence tying whole story together.
3. Reference Diagrams & Tables
- SB7 One-Page Canvas: Embed as image or rebuild as toggle list with nine modules.
- Brand → Division → Product cascade: Use board or linked databases filtered by parent brand relation.
- Before / After Success Table: Duplicate four-row table; link to status formula for auto-fill.
- Campaign Screens: Save screenshots for design inspiration gallery or callout blocks.
Execution Checklist: Landing Page Wireframe
- Landing Page Wireframe: Clear header, direct CTA, benefits icons.
- Problem-Agitate Section: Photo/graphic + empathetic copy.
- Value Roadmap: Curved path diagram with three benefit callouts.
- Social Proof Strip: Metric icons (20,000 riders, 50,000 hours saved, etc.).
- 3-Step How-It-Works: Icons with clear process steps.
- Lead Magnet Block: Free PDF download.
- Sticky CTA Footer: Tagline + primary action button.
Replicate these as page sections or synced blocks across web-page projects.
Brand Story mk1: Comprehensive Brand Story Workflow
"The hero isn't your brand; the hero is the person you help make a hero of their own life." – George Lucas
Character & Problem: Multi-Segment Approach
A fully detailed StoryBrand (SB7) framework must address multiple audience archetypes:
- Performance Purist: Ages 25–54; suburban execs & serious amateurs; "discerning golfer" who craves data-driven confidence and values precision.
- Style-Conscious: Ages 20–35; urban creatives & influencers; "image-first golfer" who craves runway aesthetics and values expression.
- Gear Connoisseur: Ages 30–60; high-income collectors; "collector of excellence" who seeks craftsmanship and values exclusivity.
- Pro / Elite Athletes: Ages 18–40; PGA/LPGA/Korn Ferry elite; competitive professionals who demand zero-failure and value repeatability.
- MASTER / Unified (Pro-led): All segments unified by performance-driven mindset; pro thresholds cascade down to amateur tiers.
1.2 External Problem
| Audience Focus |
Villain & Obstacle |
Key Quote |
Brand Why |
| Purist |
Fragmented demo→fitting loops |
"Social → DTC site → Shop demo → Repeat." |
Deliver seamless performance |
| Style |
Legacy brands stuck in heritage |
"'Black' was 'dark navy.'" |
Fuse style with sustainability |
| Connoisseur |
Sticker shock at $400+ price |
"No bag is worth $400+." |
Save money long term |
| Pro |
Broadcast-pressure failures; travel damage |
"Any rattle is noise in my head." |
Remove distractions; safeguard careers |
1.3 Internal Problem
- Friction: "This feels useless and endless."
- Heritage: "I feel misled by style claims."
- Price: "Why did I pay so much?"
- Pro: "If gear steals focus, it steals strokes—on camera."
1.4 Philosophical Problem
- Excellence should not cost patience.
- Brands owe honesty over nostalgia.
- Premium price demands premium value.
- Tools should vanish so mastery can surface.
2. Guide: Empathy & Authority
2.1 Empathy Statements
| Audience |
Empathy Message |
Brand Insight |
| Purist |
"We know how endless demos stall your game." |
"Gear is the silent partner in every swing." |
| Style |
"We understand the sting of off-color promises." |
"Every color carries intent." |
| Connoisseur |
"We know sticker shock breeds regret." |
"A master's tool must never fail." |
| Pro |
"We know distractions cost cuts and contracts." |
"Design should lower heart rate on Sunday." |
2.2 Authority Proof
- Purist: Case study (80% NPS, 70% demo conversion); launch sold out in minutes.
- Style: Media features (Carryology, Gear Patrol); featured as "elevated carry experience."
- Connoisseur: Durability tests (6-month cycles); best-price guarantee; trust through guarantees.
- Pro: Tour-room trials; caddie time-and-motion; lab durability + weather cycles; zero hardware failures @ 10k cycles.
3. Plan: The Simple Path
| Audience |
Step 1 |
Step 2 |
Step 3 |
Guarantee |
| Purist |
Book demo session |
Analyze launch-monitor data |
Finalize fit with pro-fitting |
2-year satisfaction & warranty |
| Style |
Explore style drop |
Preview exact colors |
Secure limited-edition gear |
100% color-accuracy promise |
| Connoisseur |
Browse premium pre-owned |
7-day trial |
Join community hub |
Best-price match or bag free |
| Pro |
Request tour-room fit |
Customize pro packout |
On-course shakedown with caddie |
Event-week swap & white-glove support |
4. Call to Action: Direct & Transitional
| Audience |
Direct CTA |
Transitional CTA |
| Purist |
Book Your 1:1 Fitting Now |
Watch Our Performance Review |
| Style |
Claim Your Limited-Edition Drop |
Join Our Style Newsletter |
| Connoisseur |
Lock in Best-Price Guarantee |
Read 30+ User Testimonials |
| Pro |
Schedule Your Tour-Room Fit |
Download Pro Packout Checklist |
5. Failure: Negative Stakes
| Audience |
Negative Outcomes to Avoid |
| Purist |
Useless gear frustration • Wasted demos • Missed performance |
| Style |
Fashion embarrassment • Mismatched colors • FOMO on drops |
| Connoisseur |
Buyer's remorse • Early wear-and-tear • Warranty headaches |
| Pro |
On-air gear failure • Focus breaks • Non-compliance/DQ • Caddie fatigue |
6. Success: Vision of a Better Life
6.1 External Wins
- Purist: Shave strokes with precision • Consistent performance • Data confidence
- Style: Envy-worthy aesthetics • Social-media buzz • First-access drops
- Connoisseur: Top-tier materials • All-day comfort • Weatherproof durability
- Pro: Zero-rattle, zero-failure carry • Five-second rain-cover deploy • Reduced caddie strain
6.2 Internal Feelings
- Purist: Confident every swing.
- Style: Proud of your look.
- Connoisseur: Peace of mind in value.
- Pro: Locked-in focus; trust under pressure.
6.3 Transformation Grid
| Stage |
External |
Internal |
Philosophical |
| Before |
Clunky, overpriced gear |
Frustration, doubt |
Feeling stuck |
| After |
Precision, style, value-packed gear |
Confidence, pride, peace of mind |
Freedom to innovate |
7. Aspirational Identity & Taglines
| Audience |
Tagline |
Desire Type |
| Purist |
"From friction to dead-on precision." |
Self-Realization |
| Style |
"From off-color let-downs to runway-ready flair." |
Status/Power |
| Connoisseur |
"From sticker shock to best-value bliss." |
Union/Wholeness |
| Pro |
"From micro-friction to pure execution." |
Mastery / Command |
8. Controlling Ideas: The Soundbites
| Audience |
Controlling Idea |
| Purist |
Shave strokes, not time. |
| Style |
Make a fashion statement. |
| Connoisseur |
Value that lasts. |
| Pro |
Win the margins. |
| MASTER / Unified |
Engineered for extremes. Effortless for you. |
Usage: Hero headers, email signatures, swag, decks, internal rallying cries.
Website Best Practices
- Above the Fold: Headline = Controlling Idea; Sub-headline = Problem summary; Hero image = Real user.
- CTAs: Direct top-right + hero; Transitional next to primary in softer hue.
- Success Images: Real customers using products.
- Unified Message: Single headline; tabs/cards for segments.
- Minimal Copy: ≤10 sentences; bullets & toggles.
- On Script: Each line maps to one SB7 element.
Messaging & Marketing Campaign Execution
10.1 Curiosity Collateral
- Social Ads: "What if your demo shaved 3 strokes?"
- Email Subject: "Avoid demo fatigue—see how."
10.2 Enlightenment Collateral
- PDF Guide: "7 Demo Pitfalls & How to Dodge Them."
- Webinar: "3 Steps to Tour-Tested Precision."
- Email Sequence:
- #1: Empathy + Hero Story
- #2: Plan + Proof
- #3: Vision + CTA
10.3 Commitment Collateral
- Case Study Video: "50-Yard Improvement in Action."
- Free Trial: "Book your pro-fitting risk-free."
- User Stories: Share first great shot celebration.
10.4 Measurement & Iteration
- Weekly dashboard: CTR, demo bookings, conversions.
- Identify drop-offs: demo-to-book, email opens.
- A/B test headlines, images, CTAs.
- Refine soundbites & collateral.
Pro-Led Product Requirements
Design Principle: Always design to Pro thresholds (time-and-motion, silent operation, compliance). Cascading trims for Purist/Style/Connoisseur are subtractive, not additive. Unify surfaces across all segments: glove-on pulls, balanced carry, rapid rain-cover tab, abrasion zones, color fidelity.
Key Takeaways
- Master / Unified (Pro-led) positioning lets you keep one core story while tuning edges for each persona.
- Anchoring on Pro thresholds operationalizes your pillar: design for the extremes → everyone benefits.
- The Differences rows show exactly what to vary (proof order, CTA label, KPI emphasis) without fragmenting the brand.
- All copy maps to SB7 elements ensuring narrative consistency across channels and personas.
Archive compiled — StoryBrand framework and brand story architecture from Notion workspace