The StoryBrand 7-Part Framework for Ecommerce brands: Your Ultimate Guide to Connect with your Ideal Audience

Strategy & storytelling are the ultimate combinations to create a magnetic brand and grow exponentially. The Storybrand framework is a tool that will help you achieve it.

November 19, 2022
Imed Djabi
The StoryBrand 7-Part Framework for Ecommerce brands: Your Ultimate Guide to Connect with your Ideal Audience

My ultimate goal is to assist you in creating a spark of curiosity within every one of your customers who discovers your brand. But I also want to help you grow your brand exponentially. Stories have always captivated me. Being a raving fan of anime. I understood the power of storytelling.

How can an anime be airing for 10+ years yet have millions of fans following them? (including me.) Guess what? It could have the same power for your brand. Strategy & storytelling are the ultimate combinations to create a magnetic brand and grow exponentially.

Think about how many movies you watched your entire life. What is it about them that makes you stay until the end? What makes you intrigued and captivated? Well, there is a simple yet powerful framework that every movie follows to the T, and we can use it for your brand too.

Ecommerce brand owners often make the common mistake of listing out their product's features and benefits. What that does is position your brand as the Hero. The results? No sales or I must stay not enough sales...

How is your customer supposed to understand that you're changing their life? Because you have the best product in the market? Nah, It's not enough. By creating a story for your brand. Your customers are the heroes of your story, and your brand is the Guide that will help them overcome their problems and pain points. You sell them a solution to their problems, not a product!

Are you projecting this in your mind right now? Do you recall the time when you chose a brand over another one? The chances are high that its story was one of the reasons. It makes me sad to see brands with AMAZING products but missing out on many sales, losing sales because your customer feels disconnected from your messaging and brand.

It's about to change! With the help of this workbook, you'll walk with a solid strategy to become proud of your brand and increase your sales drastically.

To get you more excited. Did you know that storytelling can help you boost your conversion rate by 30%? It's not an overnight result. But it's one of the best investments you'll make in your brand.

Ok, ok. I know you're excited. Let's start. Now...

The human brain is complex and gets bored pretty quickly. If what you're reading now is boring, you leave. If a movie is boring, you pick up your phone or stop watching it.

Let me tell you the hard truth, many of your visitors find your brand boring. The good news is that it won't be a problem. Because deep down, your brand is unique. You have a story to tell but don't know how to convey it.

Well, it's about to change. With the help of this framework, you'll have your storybrand brandscript. You can use it in your marketing collateral, social media, and website. I preach ethical marketing at 100%, and storytelling helps you tremendously. You don't need a bunch of evil marketing tactics to grab your customers' attention.

Your ideal customer will come by himself. And you're about to learn how with the steps of the storybrand framework.

The Storytelling Framework

  1. A character (your customer)
  2. who has a problem
  3. Then meets a guide (your brand)
  4. Who gives them a plan (what does life look after using your brand?)
  5. And calls them to action (buy now)
  6. Then ends in a success or 
  7. a failure (How do failure and success look like?)

The storybrand 7-part framework illustrated by imed djabi

.1 A Character

You'll need to create a good story with a clear message to attract your target audience.

How will you resolve your customer's problem?

How will you respond to your customer's needs?

The solution is simple but not easy.

The main character of the story is not your brand. It's your customer who is the Hero of the story! Let's learn more about him.

As I mentioned, we get bored very quickly. Especially now, with the rise of TikTok and short-format videos. You have a very limited time to spark an inch of curiosity in your customer's minds. That is the first step to a great story; give him a reason to care!

As harsh as it might sound, most humans care about themselves. It's a survival instinct. So, let him understand as fast as possible, "what's in it for me?" He needs to realize it the very first time he sees your brand.

Do not talk about yourself or how terrific your company or product is. Bottom line? Nobody cares about any of that.

.2 Has a Problem

Any customers who purchase something are resolving a problem. Sometimes, they aren't even aware of them. And your job is to guide them through those obstacles and help them find success.

Let's explore those problems:

  • Villain: The villain should be a root source of what your potential customers despise the most (The Villain isn't your competition)
  • External Problem: What are they looking for on Google? Brainstorm how they can find your brand and what problems they're trying to solve.
  • Internal Problem: What are they feeling before using your products? Understanding your customers' feelings will help you craft relatable backstories for your brand.
  • Philosophical Problem:  Why your customers shouldn't experience this problem? Usually begins with "it's wrong to..." or "you shouldn't have to..." For instance, "you shouldn't have to worry about recycling our packaging. It's bio-degradable!

3. And Meets a Guide

Every Hero is looking for a guide. Even you who are or going to be a successful brand owner. You probably know the importance of a mentor. They guide us through our journey to help us avoid big mistakes and succeed more quickly. It was our Hero's journey.

The same applies to your brand. As the Guide, you should focus on how you help solve your customers' problems.

To be a good Guide. You must demonstrate these two things in your brand story:

  • Empathy: you understand the Hero's problems.
  • Authority: you know what the hell you're talking about

This is the best place to incorporate your brand's mission and purpose. You don't know what your mission and purpose are? Consider conducting a brand strategy for your brand.

4. Who Gives Them a Plan

Be careful, don't slip in this step because it can quickly bore your visitors. Don't give them 20 steps to follow. Even as an eCommerce brand, you should provide a plan with a clear path to the Hero.

StoryBrand advises using a simple, 3-step plan that makes it a no-brainer for your customers to say "YES" immediately. 

Here is an example of a custom Jewelry eCommerce brand (Claremont Diamonds) that applies the storybrand framework beautifully.

The action plan:

  1. Book an appointment to discuss options
  2. We'll locally design your ring
  3. Ready in 4 weeks or less

Like they did. Keep it clear and to the point.

5. And Calls Them To Action

Finally, the final step is to ask for the "money." Tell them how to take action.

We're not playing games here. It should be easy for your visitors to purchase your product. Yes, I'm gonna call them your visitors because they're not customers before they finalize their checkout.

You need to eliminate the guesswork.

You need to have a Direct CTA and a Transitional CTA (also called Opt-in, Lead Magnet, or Freebie.) In most scenarios, you give a coupon code for their first order. Still, be careful if you're a luxury or premium brand. You should avoid giving discounts at all costs.

Direct CTAs: Buy our product

  • Buy Now
  • Shop Now
  • Subscribe
  • Get Started

Transitional CTAs: Not the right time? Fine. Here are some resources you'll find helpful on your journey.

  • Download the Free Guide
  • Join the private club
  • Learn More

Let me tell you, ain't nobody who wants to subscribe to a newsletter. Avoid including "newsletter" in your pop-up window at all costs.

6. That Ends in Success

Obviously, you want your Hero's story to end in success. So, you need to help your customers visualize themselves achieving success with your brand. How will they become once they use your products? How will they feel?

As an eCommerce brand, you must showcase the future of your customer. There is no better way to visualize ourselves than seeing someone else who achieved what we want. Show the transformation of your previous customers to the point where they'll be able to paint a clear picture of their future.

Finally, show him what his transformation could look like.

The storybrand character transformation:

The Hero goes from __________ to __________

7. And Helps Them Avoid Failure

Failure is inevitable in some cases. But, your job as a guide is to help your Hero avoid it with your best capabilities. It is also your job to remind him of the cost of not purchasing your products. The same applies to me; thousands of designers are out there, but it is my job to remind you of the different roadblocks you might face if you do business with someone else. This other designer might lack process, expertise, or/or professionalism, and the list goes on and on. But you get the point.

The Storybrand Framework in Movies

Don't forget. This framework has been used by practically all successful movies and tv shows. Let's explore it in a well-known movie: Star wars.

I'm gonna be honest with you... I didn't watch it. So, go ahead if you wanna skip to the nitty gritty. (Example of a storybrand for a supplements brand)

  1. Luke 
  2. has a problem (External: Must defeat the Empire Internal: Is he a Jedi? Philosophical: Good vs. evil)
  3. Meets OBI-WAN KENOBI, who lived as a Jedi.
  4. Who tells him to trust the force
  5. and go defeat the empire
  6. Which can end in the rebellion who avoids defeat 
  7. or being crushed

Well, that is all cool and so on. But what does this framework looks like in real life? I hear you. Let me show you just that with a supplement brand. I made some tweaks to help you build your storybrand much more quickly. 

It's only a personal preference. You can still use the original board and fill it out online using this link.

In the eCommerce industry, we must understand our customers as if they were friends. Building a community is one of the best ways to do that. I'll talk about it a little bit later. 

The Storybrand Framework in Brands

In the eCommerce industry, we must understand our customers as if they were friends. Building a community is one of the best ways to do that. I'll talk about it a little bit later. 

Now, let's explore the storybrand framework for a conceptional supplements brand named smpl&mnts, created by Dr. Melissa. The brand offer supplements to fight & fix bloating.

  1. Jenny is the character.
  2. She has a problem, many problems. 
  • External: Feels embarrassed about her bloated belly and gas.
  • Internal: Doesn't know what to eat and what to avoid 
  • Want: Flat belly while eating with her friends 
  • Need: Free-guilt diet with the right supplements)
  1. She meets Dr. Melissa, a well-known doctor and nutritionist with 15+ years of experience.
  2. Dr. Melissa recommends to her the supplements and gives her a list of aliments she should avoid
  3. Jenny purchased the supplements and followed the list.
  4. Jenny now has a flat belly, better digestion, and knows what she can eat.
  5. Going through this journey, Jenny avoided another brand whose supplements might not work. She could've been lost and felt discouraged with her time and money being wasted.

To help you visualize, this is how Dr. Melissa would've filled my workbook.

1. The Hero (Jenny)

What does she want & need

  • Better digestion/no more bloating To understand her body 
  • Needs affordable supplements 
  • A list of what causes her bloating 
  • A trusted expert who can guide her 

2. Has a Problem

Internal problems (feelings)

  • Frustration 
  • She doesn't understand her body 
  • She doesn't know what she can or can't eat 

External problems (conflict)

  • Bloated Gas 
  • She feels ashamed of her body

3. Meets a guide (Dr. Melissa/Supplements brand)

Empathy (Internal & external problems)

  • We understand how frustrating a bloated belly is. 
  • You don't have to feel ashamed of your body anymore. 

Authority (Your expertise)

  • Doctor & Nutritionist 
  • Treated many patients with bloating problems. 
  • Have the knowledge to educate about the subject. 

4. Who gives them a plan (process)

Step 1 - Where it starts

  • Order the supplements 
  • Download the anti-bloating list (freebie) 

Step 2 - Where it follows

  • Start consuming the supplements 
  • Read and apply the anti-bloating list 

Step 3 - Where it arrives 

  • Enjoy your new bloat-free lifestyle 
  • Start eating guilt-free 
  • Love your body 

5. And calls them to action


  • Shop Now 
  • Buy Now Order Now 


  • Download your free Guide 
  • 5 Aliments To Stop Your Bloating Watch our success stories
  •  Receive Your 10% OFF Coupon Code 


6. That ends in a success

How it feels

  • Relief of stress and anxiety 
  • Confidence boost 
  • Better in your skin 

How it sounds

  • Fantastic 
  • Exciting Easier life 

How it looks

  • Flat belly 
  • Happy (Smiley because of your body) 

7. And helps them avoid failure

  • Don't lose more money on supplements that don't work. 
  • Don't waste time figuring out what you can and can't eat. 
  • Avoid the frustration of always being bloated after eating what you love.

See how it becomes simpler for your customer to understand and relate to your brand? When I first read about the storytelling framework, I was blown away. It's one thing that makes you say, "why didn't I think about that before."

Well, I made it simple for you. You can download my workbook and fill your storybrand in it. Print it, and study it.

5 Step-by-step plan to implement

Now that you have your storybrand ready. Let's explore a step-by-step plan to implement. I will give an example based on smpl&mnts.

5 Free things you can do right now to grow your Ecommerce brand:

  1. Create a One-liner
  2. Create a Lead Generator/Magnet and Collect E-mail Addresses
  3. Create an Automated E-mail Drip Campaign
  4. Collect and Tell Stories of Transformation
  5. Create a System That Generates Referrals 

1. Create a One-liner

Explain what you do/offer in one sentence. Many eCommerce brand owners assume that their visitors will understand what they sell. FALSE! You have less than 3 seconds to convince your visitor to stay on your website. Use them wisely.

Example: Supplements that beat your bloating the next day. 

2. Create a Lead Generator and Collect E-mail Addresses

Again, avoid using the word "newsletter." Nobody wants to subscribe to it and receive a bunch of e-mails. Even you! You don't like giving out your e-mail to anyone.

Example: 5 Aliments You Should Eat To Stop Your Bloating.

Example: Get 15% OFF On Your First Order. 

3. Create an Automated E-mail Drip Campaign

Don't use e-mail marketing for the sole purpose of trying to persuade your customers to buy your products. Instead, educate them on your products and then sell them.

Example: Explaining the key ingredients used to produce the supplements and how healthy they are.

4. Collect and Tell Stories of Transformation

Show the transformations of your customers. Build a community. As I mentioned, building a community is your ticket to free awareness. Your customers will replace your marketing efforts. Instead, this would be part of your marketing strategy. And you should encourage your customers to share their transformational stories in exchange for coupons or promo codes.

Example: Before/After videos of your customers using your products or describing their experience.

5. Create a System That Generates Referrals 

Once this system is in place, your growth starts compounding. 

Example: Start an affiliate program and let your customers earn a commission when referring people to your brand.

Example: Find ambassadors for your brand.

Key Takeaways

I'm not gonna keep you much longer. Your brain must be firing & sparking ideas as of now, huh?

  1. Storytelling can increase your conversion rate by 30%
  2. The Hero is not your brand but your customer
  3. Be clear over clever

It's always easy to read but hard to take action. So, don't wait any longer. Download the workbook, print it, and fill it out. You can refer back to it whenever you want to create marketing materials.

Until then, stay awesome.


project progress figma by imed djabi
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