StoryBrand Messaging Framework Clarify your message so customers will listen. Customers don't buy the best products — they buy the ones they can understand the fastest. Core Principle The customer is the hero, not your brand. Your brand is the guide who helps the hero win. Position yourself as the hero and you compete with your customer; position yourself as the guide and you serve them. Scoring Goal: 10/10. Score any marketing copy or brand messaging by the Quick Diagnostic: 1 point per satisfied row (7 rows) plus up to 3 points for a one-liner that passes the cocktail party test (clear + re…