What Is a StoryBrand Certified Coach? (And Why the Title Changed)
By Annie Figenshu
If you’ve noticed that StoryBrand Certified Guides are now being called StoryBrand Certified Coaches, you’re not imagining it—and it’s not just a cosmetic change.
It’s partly a reflection of how the work has evolved. (It’s also part of the new Coach Builder program—but that’s a blog post for another day.)
Since becoming StoryBrand Certified in 2021, I’ve worked with hundreds of clients across industries and trained over 50 Certified Guides. I’ve seen firsthand how powerful the framework is when it’s applied well—and how essential coaching has become to actually getting it done.
And while we’re on the topic of name changes, a quick personal note: earlier this year, I changed my name back to Annie Figenshu (you may have worked with me as Annie Schiffmann). Just like StoryBrand’s title shift, it felt like a return to something more aligned—something that reflects the way I work now, and who I’ve become in the process.
But back to StoryBrand Guides and Coaches.
What Is a StoryBrand Certified Coach?
Back in 2021 after completing my week-long training on the StoryBrand framework and sales funnels.
StoryBrand Coaches are trained by Donald Miller, Dr. J.J. Peterson, and the StoryBrand team in the StoryBrand messaging framework. We're certified to help business owners clarify what they do and say it in a way that actually connects with customers.
That training isn’t just theoretical—it’s hands-on. We work on imaginary and actual brands - including our own -
Since 2021, I’ve applied the framework across websites, email campaigns, webinars, social content, sales funnels—even a Shark Tank pitch.
I’ve also had the opportunity to help teach the framework—both to clients and to other Coaches.
I’ve facilitated the StoryBrand Marketing Livestream half a dozen times, coaching business owners live on-camera as they build their BrandScripts. I’ve also worked behind the scenes training and onboarding new Certified Coaches, which means I know this framework inside and out—and how to apply it in real-world, results-driven ways.
And when you work with Downstage Media, you’re not just getting me.
I collaborate with a team of trusted subcontractors—Holly Fisher, Charity Keller, and Jennifer Barden—all of whom are StoryBrand Certified as well. Whether I’m leading the work or assembling the right team to support it, your message is in expert hands.
From Guide to Coach: Why StoryBrand Made the Shift
JJ Peterson, head of StoryBrand, and Annie Figenshu working through a business-building session.
When StoryBrand first launched, the term Guide made a lot of sense. It matched the framework perfectly: your customer is the hero, and you are the guide. But over time, the work evolved.
“We changed the title from Guide to Coach because we saw what was really happening in the field. Certified Coaches aren’t just pointing to a framework—they’re walking alongside business owners, helping them apply it in real-time. Annie Figenshu has been an incredible partner in that mission—not only through her work with clients, but through her role in training and supporting other Coaches in our program.
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“We changed the title from Guide to Coach, “ says Head of StoryBrand J. J. Peterson, “because we saw what was really happening in the field. Certified Coaches aren’t just pointing to a framework—they’re walking alongside business owners, helping them apply it in real-time. Annie Figenshu has been an incredible partner in that mission—not only through her work with clients, but through her role in training and supporting other Coaches in our program.”
I know in my own work, I wasn’t just making a BrandScript for a client. I was showing them how they could create their own in the future so they could always use this tool in their businesses.
Coaching business owners through big messaging decisions
Troubleshooting campaigns and launches in real time
Creating content systems and lead generators
Helping them stay consistent when things got messy
The role grew. The title needed to grow with it.
And now it has.
What Coaching Looks Like (At Least with Annie Figenshu and Downstage Media)
I’ve worked with everyone from solopreneurs to multimillion-dollar companies—and no matter the size or scope, the questions are almost always the same:
What should I say?
Where should I say it?
How do I know it’s working?
That’s where coaching comes in.
Here’s what we might work on together:
Build your full BrandScript so your messaging is clear across your website, emails, and sales materials
Map your customer journey and create campaigns inside the Small Group Marketing Cohort
Prepare for a launch, pitch, or visibility moment through the Spotlight Strategy Program
Whether I’m helping you untangle your homepage headline or walking you through a product ladder, I’m not just dropping in and disappearing. I’m in it with you, helping you turn clarity into action.
Just like an actor uses a script to know what to say onstage, a business owner can use a BrandScript to know what to say in their marketing. That’s what we build— marketing scripts that perform well for your business.
Should You Work with a StoryBrand Coach?
If your message feels fuzzy…
If your content takes forever to write…
If your website looks nice but doesn’t say much…
Then yes. This is where to start.
You don’t need louder marketing. You need clearer messaging.
That’s what a StoryBrand Certified Coach helps you build.
Final Word
The name changed. The work didn’t.
Since 2021, I’ve helped hundreds of clients clarify their message. I’ve trained over 50 Certified Coaches. I’ve facilitated StoryBrand’s live events. And I’ve built a business around helping people stop guessing and start showing up with confidence.
Clarity. Confidence. Connection.
That’s what coaching makes possible.
And if you’re ready for a message that does more than sound good—one that actually works—let’s talk.
