Solve your startup’s real problem with StoryBrand

Launching a startup feels like preparing for takeoff.

You’ve built the product. You’ve fine-tuned the offering. You’ve invested time, energy, and maybe even a little sleep deprivation. But when it’s time to get traction?

Things feel… stuck.

You’ve tried tweaking the website. You’ve posted on social media. You’ve pitched your heart out at networking events. And yet, the responses sound something like:

• — “That’s interesting…”
• — “I’ll check it out later…”
• — “Not sure I need that right now…”

We have all been there, It’s not your product. It’s your messaging.

When your audience doesn’t instantly understand what you offer, they won’t stick around to care. No matter how game-changing your product is. No matter how passionate you are. In a noisy world where attention spans are shrinking, clarity isn’t a luxury—it’s survival.

Enter StoryBrand. A proven framework that helps startups and brands like yours clarify their message, connect with customers, and drive growth.

In this guide, we’ll walk through:

• — Why clarity is the real challenge for startups
• — What the StoryBrand framework is (and why it works)
• — How to write your StoryBrand, with a deep dive example from Airbnb
• — Common pitfalls to avoid, and
• — How to put this into action for your business

By the end, you’ll have a clear, actionable blueprint to sharpen your messaging and amplify your growth.

The real startup problem

Most founders don’t have a marketing problem. They have a clarity problem. As a founder, you know your product inside-out. You’ve lived and breathed it for months—maybe years.

But your audience? They don’t have that context. They’re busy. Distracted. Overwhelmed with options. If your message is muddled, they won’t take the time to figure it out. You might think the answer is more content, more ads, or more tweaking.

But that’s like throwing darts in the dark.

What you really need is a clear, consistent message—a story your audience instantly understands.

That’s where StoryBrand shines.

Why the StoryBrand works (Especially for startups)

Humans are wired for stories. Long before marketing funnels, websites, or social media, we made sense of the world through stories. It’s how our brains process information, build connections, and remember what matters.

Here’s the thing: People don’t buy the best product. They buy the product they understand the fastest. That’s why StoryBrand works.

It uses timeless storytelling structure to help your audience get it—fast.

The framework is simple but powerful.

Here’s the 7-part StoryBrand structure:

1. A Character → Your customer (the hero)
2. Has a Problem → What challenge are they facing?
3. And Meets a Guide → That’s you, offering empathy + authority
4. Who Gives Them a Plan → A simple path forward
5. And Calls Them to Action → Clear next steps
6. That Helps Them Avoid Failure → What happens if they don’t act?
7. And Ends in Success → The happy ending they’re looking for

This puts the customer at the centre of the story—not you. And that’s the key to breaking through the noise.

How to write your StoryBrand

Let’s walk through each of the 7 steps with expanded guidance and a deep-dive Airbnb example.

Step 1:
Define the character (Your customer)

Every great story starts with a hero. But here’s the twist—you’re not the hero. Your customer is. In the world of startups, it’s tempting to position yourself as the main event. After all, you built the product. You had the idea. But customers don’t care about that—yet.

They care about themselves. Your job is to define who they are and what they want most. So, step one, make your customer the hero.

Airbnb Example:

• — Who?
  Budget-conscious travellers, often younger, looking for unique, authentic stays.
• ‍
• — What do they want?
  Affordable, memorable travel experiences that feel personal—not cookie-cutter hotel rooms.

Notice how specific that is. Airbnb didn’t target “all travelers.” They focused on those seeking affordable authenticity.

Your Turn:

Define your customer and their primary want.

Ask:

— Who is your ideal customer?
— What do they want as it relates to your product or service?
— What’s keeping them up at night?

TIP:

Avoid vague groups like “everyone” or “business owners.”
Get specific—think “freelance designers stuck in feast-or-famine cycles.”

Step 2:
Identify their problem (Three layers deep)

No hero embarks on a journey without a problem to solve. But this isn’t just about surface-level challenges.

To resonate deeply, you need to explore three levels of problems:

1. External → The obvious, tangible challenge
2. Internal → The emotional frustration beneath it
3. Philosophical → The deeper “why” that feels unjust

Addressing all three shows you understand their world.

Airbnb Example:

• — External:
• Hotels are expensive, impersonal, and often out of reach for younger travelers.
• — Internal:
• Travellers feel disconnected from local cultures. They feel like outsiders, missing out on authentic experiences.
• — Philosophical:
• Everyone deserves to belong anywhere—to feel at home wherever they go.
• 
  That last layer—belonging—is where Airbnb struck gold. It wasn’t just about saving money. It was about creating connections.

Your Turn:

Map out your customer’s external, internal, and philosophical problems.

Ask:‍‍

— What external obstacle stands in their way?
— How does that make them feel (internal frustration)?
— Why is this unjust (philosophical angle)?

TIP:

Don’t stop at the surface problem—dig into the emotional and moral layers. This is where true resonance happens.

Step 3:
Position yourself as the guide (Not the hero)

Your customer is the hero. You’re the guide. Every great story has one.

Think about your favorite stories:In every epic journey, there’s a hero facing a challenge—and a guide who helps them along the way. You get the idea.

The hero’s journey isn’t complete without someone offering wisdom, tools, or a push in the right direction.That’s your role in your customer’s story.

• Yoda to Luke in Star Wars
• Gandalf to Frodo in The Lord of the Rings
• Haymitch to Katniss in The Hunger Games
• Morpheus to Neo in The Matrix

The guide brings wisdom and direction. In business, this means showing empathy (you understand their struggle) and authority (you have the expertise to help).

Airbnb Example:

— Empathy:
We know how hard it is to find affordable, meaningful places to stay.

• — Authority:
  With millions of hosts and stays worldwide, we’ve helped travelers feel at home in over 220 countries.

Airbnb never positioned themselves as the hero. They simply said: We can help you belong anywhere.

Your Turn:

Craft a statement that blends empathy and authority.

Ask:‍‍

— How can you show empathy for your customer’s struggle?
— What proof do you have that you can help (authority)?
— What makes you uniquely equipped to guide them?

TIP:

Use phrases like “We understand what it’s like to…” alongside stats, credentials, or success stories to build trust.

Step 4:
Offer a Simple Plan

A guide without a plan is useless. Your customer (the hero) needs a clear, simple path forward.

But beware the common trap—overcomplicating it.

The best plans are:

• — Short (3-4 steps)
• — Actionable
• — Clear

Airbnb Example:

1. Browse listings.
2. Book your stay.
3. Feel at home, anywhere you travel.

Simple, right? No jargon. No guesswork.

Your Turn:

Map out the 3-4 steps your customer should take.

Ask:

— What 3-4 steps should your customer take to work with you?
— Is the process easy to follow?
— Could a 10-year-old understand it?

TIP:

If your plan feels complicated, simplify it. Break big steps into bite-sized actions.

Step 5:
Call them to action (Clearly and boldly)

A hero won’t move forward without a nudge. That’s your Call to Action (CTA).

Be direct. Be specific. And repeat it often.

There are two kinds of CTAs, Direct and Transitional.

1. Direct CTA: For those ready to act (e.g., “Book Now,” “Start Your Trial”)
2. Transitional CTA: For those not quite ready (e.g., “Download Our Free Guide,” “Join Our Newsletter”)

Airbnb Example:

• — Direct CTA: Book Your Stay
• — Transitional CTA: Explore Listings

• • These CTAs are everywhere on their website—clear and repeated.
  Your Turn:
• Define your direct and transitional CTAs.

Ask:

• — What’s the main action you want them to take?
  — What’s a smaller step they can take if they’re not ready?
  — Is your CTA visible and repeated across your site?

TIP:‍

Use action words like Book, Get, Start, not passive phrases like Learn More.

Step 6:
Highlight the stakes (Failure)

Why should your customer act now? Because failure is the cost of inaction. This isn’t about fear-mongering.

It’s about showing the consequences of doing nothing. This subtle nudge adds urgency.

Airbnb Example:

• — Failure:
  Stay stuck in expensive, impersonal hotels. Miss out on authentic local experiences.

Your Turn:

What does your customer lose by not acting?

Ask:

— What will your customer miss out on if they don’t act?
— How will their problem worsen over time?
— What’s at stake emotionally, financially, or socially?

TIP:

Balance this with care—enough urgency to motivate, but not fear-mongering.

Step 7:
Paint the Success

The happy ending matters. Your customer needs to see what’s possible. What does life look like after working with you? How will they feel?

Airbnb Example:

• — Success:
  Feel at home anywhere. Create lasting memories. Connect with local culture.

This emotional payoff is what makes the story compelling.

Your Turn:

Describe the transformation your customer experiences.

Ask:

— What does life look like after they work with you?
— How will they feel emotionally?
— Can you describe both practical outcomes and emotional wins?

TIP:

Make success visual and tangible—use imagery or words that help them see the outcome.

The Airbnb example

Here’s how Airbnb’s StoryBrand message comes together:

• Character: Travellers seeking affordable, unique experiences
• Problem: Hotels are expensive and impersonal; travelers feel disconnected
• Guide: Airbnb helps travellers 'belong anywhere'
• Plan: Browse. Book. Stay.
• CTA: Book your stay today
• Failure: Miss out on authentic, local experiences
• Success: Feel at home anywhere you travel

Want to see more examples like these?

→ Download the PDF

Common mistakes to avoid

1. Making yourself the hero → Always position your customer as the center.
2. Overcomplicating the plan → Keep it to 3-4 steps max.
3. Weak or missing CTA → “Learn more” isn’t enough. Be bold.

Clarity is your superpower

Startups live and die by clarity. Even the best product can get lost in the noise without a clear, compelling message.

The StoryBrand framework gives you the structure to cut through that noise, connect with your audience, and drive real growth.

Because in the end: The best product doesn’t always win.The clearest message does.

Need Help ?

If you’re ready to clarify your startup’s message but feel stuck, I’m here to help.

Book a free Discovery Call and let’s craft a StoryBrand message that makes your audience lean in and take action.

Let’s make your story work.