StoryBrand BrandScripts vs Soundbites: When a StoryBrand Certified Guide Uses Each
Many business owners have heard of StoryBrand through the 7-part framework. But now, Donald Miller has been talking about the StoryBrand Soundbite Strategy. When do you use one? When do you use the other?
I’ve been a StoryBrand Certified Guide since 2021. Here’s what I decide which to use with my clients.
The Difference Between the StoryBrand Framework and the PEACE FrameworkWhen to Use the PEACE FrameworkWhen to Use the Original StoryBrand Framework and Write a BrandScriptUsing Soundbites and a BrandScript Together Back in October, Donald Miller trained a group of us StoryBrand Certified Guides, in Nashville on StoryBrand’s Soundbite Strategy. And in April he gave us a brush up on this new way of looking at messaging.
Donald Miller teaching the StoryBrand Soundbite Strategy and PEACE Framework to StoryBrand Certified Guides in Nashville, October 2025. Photo credit
The StoryBrand SoundBite Strategy is definitely punchier. It helps you make your messaging even more succinct.
But even now, lots of Guides still aren’t sure when to use one or when to use the other. Does a messaging campaign need to start with a BrandScript or a SoundBite strategy? Do we need to rely on the original framework (what we Guides often refer to as the SB7 framework) or the SoundBite Strategy’s new PEACE framework?
In the messaging and content work that I do with clients, I’ve figured out a system that has worked well for short term content and long term messaging foundations.
First, though?
I get it.
I understand why Donald Miller evolved to talking about Soundbites versus BrandScripts.
The book Building a StoryBrand was published in 2017. Ten years is a long time to talk about one tool that a company can use to clarify its message. Donald Miller has never said that he was tired of talking about it. But was there audience fatigue perhaps? Was the market ready to move on?
Not sure.
But do I know that if I were running a company like a Broadway show, after ten years I’d probably want to switch things up a bit myself. Just cut out some moments so that the most important parts could have more impact. Not unlike Les Miserables’s original run on Broadway. It opened in 1987 at a whopping 3h and 12 minute running time. (No wonder it was called a megamusical.) A little over ten years later, in 2000, it cut out 14 minutes of running time. Now, if you know a teen in the high school version of it, you can expect it to come in at just under two hours.
I digress.
Let’s get into the main differences between the StoryBrand SoundBite Strategy and original StoryBrand Framework (which I’ll all the SB 7 framework.)
Then you’ll find out when I use each one with my messaging and content clients.
Building a Solid Marketing Foundation: Why Messaging, One-Liners, and Brand Playbooks MatterThe Difference Between the StoryBrand 7-Part Framework and the StoryBrand Soundbite Strategy
The StoryBrand SoundBite Strategy lifts the most impactful parts from the StoryBrand 7-Part Framework, reorganizes them, and gives you a smaller set of talking points to pull from.
For example, instead of having to think about the problem your company solves, how it makes your audience feel, and why that is just plain wrong, you only focus on the problem your company solves.
Instead of thinking about eight different successful results that show how the world will be better after their problem is solved, you only have to come up with one end result.
In the StoryBrand SoundBite Strategy you have the PEACE Framework.
Problem - what is the issue at hand for your audience
Empathy - what is your experience with this problem
Answer - what is the solution to that problem
Change - who will the audience become by solving this problem
End Result - what will life look like on the other side of solving it.
Here’s a table that shows the difference between the two.
A side-by-side comparison of the StoryBrand 7-Part Framework and the PEACE Framework. While both frameworks address customer problems and outcomes, the StoryBrand Framework provides deeper strategic messaging, while PEACE helps create campaign messaging and content more quickly.
Simply put, the PEACE framework is a more streamlined version of the SB7 Framework. Donald Miller said during the Guide training, “The original Seven Part Framework was groundbreaking in terms of how much interest it got… but it was just too hard. We were leaving them with a PhD in messaging, but not enough that they could apply.”
So let’s talk about how my clients and I have been applying it with my messaging and content clients.
Signs the Messaging is Unclear in Your BusinessWhen To Use the PEACE Framework
When people don’t know what to say in their marketing, and don’t know where to put it, they come to Downstage Media. I have found that clients and I can cover a lot of ground in one meeting by using the PEACE framework for specific types of content marketing.
So when I’m working with a Content Direction 1:1 client, and a keynote speaker needs to know how to organize her thoughts for a quick video for LinkedIn? I’m going to take her through the PEACE framework.
Similarly, if a company in the Spotlight Strategy Program is figuring out how to quickly draft up an email telling their audience about a book launch? I’m going to point them towards the PEACE framework.
If a SAAS company wants to make sure that their sales team and marketing team are saying the same thing? You’re going to give them five soundbites that they can easily refer to and repeat. The PEACE framework is great so you don’t lose that institutional knowledge from one team to the next.
You can use the PEACE framework for those one-off quick hits so you have a basic framework you can easily riff off of.
But sometimes you’ve got to be more in depth. And that’s where the original StoryBrand 7-Part Framework comes into play.
StoryBrand for Blog Posts, Videos, and EmailsWhen to Use the Original StoryBrand Framework and Write a BrandScript
When you need to wrap your brain around the overall brand message that you are conveying, then a BrandScript is the way to go. Some clients haven’t really thought through how potential clients can start working with them — especially when it’s a new offer. So the Plan section of the BrandScript is vital because it asks everyone on the team to succinctly explain that process.
BrandScripts also have Direct Calls to Action. These are the words that will be repeated over and over again — on billboards, on ads, on web pages — for people to make a purchase. If someone sees a billboard that says “call now” and a Facebook ad that says, “call today” and a button on a website that says, “call to schedule,” that dilutes your message. You want to make sure that everyone on your team memorizes the same words to use so that your clients know what to do and they can tell their colleagues what they should do. If it’s easy to repeat, it’s easy for anyone to learn by heart. It’s what I call, “marketing by heart.”
The StoryBrand 7-Part Framework helps you build a complete messaging BrandScript that your company can use for all of its marketing assets.
It is in-depth, and takes time to build.
But it is a solid foundation that any marketing team — no matter how big or small — can easily work off of.
Why a Clear Brand Message is Key to Growing Your Business (And How You Can Master It)Using StoryBrand BrandScripts and Soundbites Together
When businesses use the StoryBrand Framework and the PEACE Framework together, marketing becomes much swifter to execute.
Instead of throwing a few prompts into an AI tool and having a different outcome every time, you already have the foundation.
You know:
whom you’re talking to
what problem you’re solving
how your offer helps
what successful outcome you’re promising
The StoryBrand Framework gives you the strategic messaging foundation.
The PEACE Framework helps you turn that foundation into emails, videos, social posts, webinar promotions, landing pages, and campaigns.
That’s why I don’t see these frameworks as competing ideas.
I see them as tools designed for different jobs.
When a client needs deeper clarity about their business, I reach for the StoryBrand Framework.
When a client needs to promote a specific offer, publish content, or launch a campaign quickly, I reach for the PEACE Framework.
And when both are working together, marketing becomes more consistent, content gets published more often, and customers understand the value of the offer much faster.
The goal isn’t to become an expert in messaging frameworks.
The goal is to communicate so clearly that customers immediately understand how you can help them.
Need Help Clarifying Your Message?
Whether you need a complete StoryBrand BrandScript, stronger campaign messaging, or help turning your ideas into content that gets published consistently, that’s exactly the work I do with clients.
We’ll identify where your messaging is getting stuck, clarify what customers need to hear, and build a plan that helps you communicate with confidence.
Let’s figure out whether your next step is a stronger messaging foundation, better campaign messaging, or both.
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The prices for online courses and coaching programs varies wildly - with some as low as $47 and others are high as $5000. So when you’re considering an online course and a coaching program, it’s important to know what’s in store, and how it compares to other comparable courses. Downstage Media has partnered with Business Made Simple to offer a suite of online courses and a marketing mentorship as well. Here’s what you can expect to pay, and what is included, and how it compares in the marketplace.
Like what we’ve done for your company? Think other organizations need to get their work out there? Here are the easiest ways to leave us a review that will answer the questions our potential clients often have. Whether you prefer to fill in the blanks, tap record, or write on a form, answer these five questions and you’re all done!
Understanding the difference between a hashtag and a handle can instantly strengthen your social media presence. If you’ve been guessing or mixing the two, you’re not alone — and it’s hurting your visibility. This post breaks down both tools in plain English and shows you how to use them strategically so your content is easier to find, easier to engage with, and easier to manage. Keep reading to make your next post clearer and far more effective.
Annie Figenshu
Annie Figenshu is keenly aware that many companies are pressed for time, and every minute counts. She helps brands make the most of their content marketing so that their hard work is shared with the world. Annie is certified in both StoryBrand and Mailchimp, has two kids with Beatles-themed names, and is afraid to think what a day without coffee would look like.
StoryBrand Guides have access to keynotes, frameworks, and tools designed to help them grow their businesses. The challenge is figuring out how to turn those resources into client work and revenue. That’s what inspired an internal StoryBrand pilot called What Does This Make Possible? Today, that idea has evolved into the StoryBrand Guide Podcast, co-hosted by Annie Figenshu and Tyler Pigott.