Donald Miller’s Storybrand One-Liner Concept is a marketing framework that simplifies brand messaging into a clear, concise and memorable statement. It is based on the idea that a brand’s messaging should be structured like a story, with the customer as the hero and the brand as the guide. The One-Liner Concept is a way to condense the brand’s message into a single sentence that captures the essence of the story and communicates the unique value proposition of the brand. The goal is to create a message that is easy to understand and memorable for the customer, making it easier for them to take action and engage with the brand.
A bad example of a Storybrand One-Liner might be:
“Our company offers financial planning and investment services for a diverse range of clients.”
This one-liner is too general and doesn’t clearly communicate the value that the brand offers to the customer. It doesn’t clearly state the customer’s problem, the solution that the brand provides, or the desired outcome. It also doesn’t differentiate the brand from other financial planning and investment companies. A more effective one-liner would be specific and address the unique needs and desires of the target customer.
A better example is:
“We help busy professionals organize their finances and plan for retirement so they can have peace of mind and enjoy their golden years.”
This one-liner clearly states the customer’s problem (busy professionals struggling to organize their finances and plan for retirement), the solution that the brand provides (help with organizing finances and retirement planning), and the desired outcome (peace of mind and enjoyment during retirement). It is simple, direct, and easy to remember, making it an effective tool for communicating the brand’s value proposition to potential customers.
Here’s an even better example since it’s even more precisely targeted:
“We help Boeing employees organize their finances and plan for retirement so they can have peace of mind and enjoy their golden years.”
The next time someone asks you, “what do you do for a living”, do not say, “I am a financial advisor”. Try incorporating your one-liner: “I help busy professionals organize their finances and plan for retirement so they can have peace of mind and enjoy their golden years.”
THE BOTTOM LINE:
Create a one-liner by condensing your brand’s message into a single sentence that captures the essence of the story and communicates the unique value proposition of your brand, creating a message that is both easy to understand and memorable for the customer.