Why do some brands instantly become memorable while others fall by the wayside? It’s logical to assume that some products lack quality or don’t have sufficient marketing budget. However, even though these aspects matter, this is not the primary cause of a branding failure. The mistake so many brands make is that they don’t use the power of storytelling.

Storytelling is an essential part of being human. Stories help us make sense of the world. According to Mike McHargue, also known as “Science Mike,” because our brains are wired to focus on survival, we seek clear messages about what can help us. That’s why brands should avoid one of their biggest enemies—noise.

Noise is everything that obstructs an outsider’s understanding of the brand. When the messages of your business are unclear, potential customers are unlikely to stay long enough to decipher them. Did you know that our brains actually burn calories while processing information? So, if a product is too difficult to grasp, we choose not to waste our precious energy on it.

As Donald Miller, author of this book and the CEO of StoryBrand, says, “Confusing our customers is costing us money.” To attract new clients and retain current ones, ensure you clearly articulate your brand’s message. Following the StoryBrand Framework (also called SB7) can help you work on the storytelling aspect of business. Here are the key elements.

Every great story needs a main character who wants something but faces challenges along the way. This character meets a wise guide who can give them an action plan. Because the character listens to the guide, they avoid failure, and the story turns out well. If you look at movies, plays, or novels, they all incorporate these pieces in one way or another. Recall *Star Wars: A New Hope*, where Luke starts the path of becoming a Jedi Knight after experiencing a tragic loss. He meets a guide, Obi-Wan Kenobi, who helps him achieve this goal.

How can we apply this formula to a brand? First, realize that the character is your customer, not you. Many businesses put themselves in the center, misunderstanding the whole point of storytelling. Instead, you should aspire to be the wise guide. Become Obi-Wan Kenobi for your customer, the protagonist, and help them solve their problem, show them how to achieve a successful outcome, and you’ll have a compelling story.