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Starting off the Story Strategy Elements Series is Element 1: Character.

Every story obviously needs a main character, a protagonist, and a hero. In your brand story, who do you think the main character is?

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(Hint: it’s NOT you.)

It’s actually your customer! As humans we live our lives through our own first person POV. So, we are always going through the world as the main character. Even when we watch movies with someone who may look and act differently from us, we still project ourselves onto them because we are always the main character in our eyes.

Your brand should reflect this and play into it. In other words, your brand should be customer-centric. Make your customer the main character in the story of how you can help them achieve their goal. The story of your customer is what really matters, not so much the story of your actual brand/business.


Your brand should beĀ customer-centric.


So if you’re not the hero in your own brand, what does that makes you? Good question. It makes you the GUIDE. (Read Story Strategy Element 3: Guide to learn more about this role) Basically, when we position our customer as the hero and ourselves as the guide, we will be recognized as a trusted resource to help them overcome their challenges.

But getting back to the Character, in order to effectively speak to your audience and have them really feel into their role as the character, you need to know WHO your customer is.

What are their demographics(things like age, gender, race, income, etc) and psychographics(things like personality, lifestyle, interests, values, etc)? What does their life look like right now? What do they want their life to look like? How do they feel right now? How do they want to feel? What’s the problem keeping them from achieving the life they want?

Really put yourself in their shoes and imagine what they’re thinking and feeling.

Once you identify who your customer is, ask yourself what do they want as it relates to your brand. The fuel for any story is that the hero wants something. Unless we identify something our customer wants, they will never feel invited into the story we’re telling.

One Story Strategy Element down, 6 to go!

Click below to learn more about the Story Strategy and the other elements that go into making your brand story irresistible to your audience.

What Is The Story Strategy?
Story Strategy Element 2: Problem
Story Strategy Element 3: Guide
Story Strategy Element 4: Plan
Story Strategy Element 5: Call-To-Action
Story Strategy Element 6: Failure
Story Strategy Element 7: Success

Story Strategy Element 1: Character

Story Strategy

JENNA ROTHWEIN

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Scale Now Creative credits StoryBrand and Donald Miller with acquiring the knowledge of branding and marketing, and the strategy of storytelling used within these areas. I encourage you all to check out his podcast here, his website here, and purchase his book here. Scale Now Creative is neither endorsed by nor affiliated with StoryBrand.

Where Did i learn all this awesome knowledge from?

See what all the hype is about.

erin D.

What can I say? Working with Jenna has been amazing. She is ridiculously talented and it felt like she was reading my mind through out this whole process. She took something that means the world to me and took my ideas and made them a reality. 1000/10 would recommend her talents & creativity to anyone looking to update or create their branding. My branding package is so cute/ to die for and so much better than I could have ever imagined. Jenna is so talented and I loved working with her. I will continue to use her services any chance I can get!

"She is ridiculously talented and it felt like she was reading my mind through out this whole process."

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Libby B.

I couldn't be happier with the exceptional website design services provided by Jenna. She transformed my vision into a stunning, user-friendly website that perfectly represents my brand. Her attention to detail, creativity, and dedication to ensuring every aspect of the site exceeded my expectations truly sets her apart. Working with Jenna was a breeze, and I highly recommend her services to anyone seeking top-notch web design.

"Her attention to detail, creativity, and dedication to ensuring every aspect of the site exceeded my expectations truly sets her apart"

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Lauren M.

Jenna is so incredibly talented and anyone who works with her will have their expectations completely blown away.  The website is polished, elevated, and luxe - you would think it cost thousands more to design. My website has only been live for 3 weeks and I already have 4 discovery calls in the books - with $0 in advertising costs! 

"The website is polished, elevated, and luxe - you would think it cost thousands more to design."

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erin A.

Jenna exceeded my expectations in every aspect of this process. I appreciated how organized and easy Jenna made this entire process. She did an excellent job at not only designing my website, but making my website the vibe and aesthetic I wanted- fun, approachable and not overwhelming. I could tell that Jenna really took all the information I told her into consideration when designing my website and it came out beautiful! Her support before, during and even after this process has been amazing.

"The Website In A Day Package was EVERYTHING I needed!"

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Serena H.

Jenna captured everything I have ever envisioned for my brand and more!! I've been trying to figure out my branding on my own since I created my business, but nothing was really clicking, and everything I shared on my socials just didn't feel like me. I'm so excited to revamp my business with this new branding and love how easy Jenna made this process! (Seriously, the organization of her branding/website copy workbooks is *chef's kiss*)

"If you've felt stuck with your branding and can't find anything that feels just right, Jenna is DEFINITELY worth the investment!"

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