7 StoryBrand Messaging Mistakes Holding Your Business Back

If you’ve ever created a StoryBrand brand script and thought, “Why doesn’t this sound right?”, you’re definitely doing something wrong. After coaching hundreds of business owners through the framework, I can tell you that most people run into the exact same issues. The good news: they’re fixable.

Let’s break down the biggest StoryBrand messaging mistakes and how to correct them, so your message is clear, consistent, and actually helps you grow your business.

1. Not Understanding What a Brand Script Actually Is

One of the first mistakes business owners make is assuming the brand script is a story, a script, or a fancy piece of copy you post on your website. It’s none of those things.

A brand script is a messaging tool.

Think of it like a brand sheet for your words. You don’t post your brand sheet publicly, but you reference it every time you design something. Your brand script works the same way. It organizes your message into seven key talking points you use throughout your marketing.

Once you understand that, your entire approach changes.

2. Skipping Parts of the Framework or Getting Them Wrong

The StoryBrand framework has seven parts for a reason. When you skip one, the entire message falls apart.

Here are the two places people mess up the most:

The character:
You’re not describing demographics. You’re answering one simple question:
What does your customer want?

The problem:
Most people only mention the external problem. But the internal (how it makes them feel) and the philosophical (why it’s wrong they have to deal with it) are what make customers think, “These people get me.”

When you fully define the problem, your message becomes more human and more compelling.

3. Not Being Clear and Consistent

If your customer reads your message and says, “I don’t get it,” you lost them.

Clarity beats cleverness every time.

A great brand script is simple, direct, and repeatable.

Consistency matters, too. If your problem statement doesn’t match your services, or pieces of your message don’t connect, your story feels disjointed and confusing.

4. Making the Story All About You

This is one of the biggest traps business owners fall into. They want to tell their entire story thinking customers will connect with it.

They won’t.
Not because your story is bad. But because they simply don’t care. 

Customers care about their story, not yours.

Your job is to position yourself as the guide, not the hero.
Show empathy.
Show authority.
Show that you can help them win.

When you make your customer the hero, your message becomes far more powerful.

5. Trying to Make Your Message Perfect Before You Use It

Most people treat their brand script like a one-and-done project. But the truth is, your first version will never be perfect.

Messaging is testing.
It’s normal to guess on the first draft. What matters is that you refine it based on who you want to attract.

At our agency, we review our brand script every quarter. A single word can change who responds to your marketing. 

6. Not Using Your Brand Script Everywhere

This is one of the most common reasons StoryBrand doesn’t work.

If you only use your brand script for your website, you’re missing 90 percent of the benefit. Your brand script should shape everything:

• Website copy

• Social posts

• Emails

• Videos

• Ads

• Sales scripts

• Presentations

7. Copying AI Word for Word

AI is a great tool, but it’s NOT your brand voice.

It doesn’t know your customer the way you do, and it often gives you generic messaging that sounds like everyone else.

Use AI to brainstorm, spark ideas, or break through creative blocks.

Your brand needs a human voice if you want customers to trust you.

Final Thoughts

Your StoryBrand brand script is the foundation of your marketing. When you understand it and use it correctly, everything becomes easier. Your website converts better, your content gets clearer, and your messaging feels consistent across every platform.

At Sean Garner Consulting, this is the first step we take with every client. Whether we’re building your website, your SEO strategy, or your sales funnel, it all starts with a clear message that actually attracts the right customers.

If you’re ready to clarify your message and stand out online, schedule a call at SeanGarner.co today.