Building a Brandscipt Using Your Brandscript Tool

Creating a brandscript is a valuable exercise for defining the messaging and positioning of a brand. A brandscript often follows the structure of a story, outlining key elements such as the character (customer), their problem, the guide (brand), the plan, the call to action, and the success or failure they experience.

Here is a step-by-step guide to building a brandscript tool:
Step 1: Identify the Character

    Who is your customer?
    What do they want?

Step 2: Define the Problem

    What problem does your customer face?
        External Problem: The tangible problem.
        Internal Problem: The way the external problem makes them feel.
        Philosophical Problem: Why it matters in the grand scheme of things.

Step 3: Position Your Brand as the Guide

    How does your brand empathize with the customer?
    What authority does your brand have to solve the problem?

Step 4: Provide a Plan

    What plan can you offer to help the customer?
        Process Plan: Steps the customer needs to take.
        Agreement Plan: Agreement to alleviate fears and risks.

Step 5: Call to Action

    What direct action should the customer take?
    What transitional call to action can engage them further?

Step 6: Highlight Success

    What does success look like for your customer after they use your product/service?

Step 7: Outline the Consequences of Failure

    What is at stake if the customer does not take action?

Example Brandscript Tool:
Character:

    Customer: Small business owner
    Wants: To increase online sales

Problem:

    External Problem: Low website traffic and sales
    Internal Problem: Frustration and feeling overwhelmed by digital marketing
    Philosophical Problem: Belief that every small business deserves to thrive online

Guide:

    Empathy: "We understand the struggle of running a small business and trying to navigate the complex world of digital marketing."
    Authority: "With over 10 years of experience and hundreds of success stories, we can help you grow your online presence."

Plan:

    Process Plan:
        Free consultation
        Custom marketing strategy
        Implementation and ongoing support
    Agreement Plan: "No long-term contracts, satisfaction guaranteed."

Call to Action:

    Direct: "Schedule your free consultation today!"
    Transitional: "Download our free guide to increasing online sales."

Success:

    Increased website traffic and sales
    Confidence in digital marketing strategies
    More time to focus on other aspects of the business

Failure:

    Continued low sales and traffic
    Increased frustration and stress
    Risk of business failure

Brandscript Template:

You can use this template to build your brandscript:

markdown

#### Character:
1. **Customer:** 
2. **Wants:** 

#### Problem:
1. **External Problem:** 
2. **Internal Problem:** 
3. **Philosophical Problem:** 

#### Guide:
1. **Empathy:** 
2. **Authority:** 

#### Plan:
1. **Process Plan:**
   1. 
   2. 
   3. 
2. **Agreement Plan:** 

#### Call to Action:
1. **Direct:** 
2. **Transitional:** 

#### Success:
1. 
2. 
3. 

#### Failure:
1. 
2. 
3. 

Feel free to customize the above template based on your specific brand and customer needs. This structure helps to ensure that your messaging is clear, compelling, and customer-focused.