The Storytelling Framework

A storytelling framework is basically a structured way of organising a story so it flows in a logical, engaging manner. Think of it as the skeleton or map that guides how a story unfolds.

It tells you:

Where to start (the setup),

What happens in the middle (conflict, tension, climax),

How it ends (resolution, lesson, or call to action).

As a business brand, you can’t do away with storytelling while doing business. Your audience wants to do business with people, not products. And one of the best ways to connect to their emotions before their logic is to tell stories.

While telling a story may seem like a simple task, you don’t want to make the mistake of telling it the wrong way.

That is the reason for this blog post. I have shown you the elements and other factors of storytelling. Now is the time to show you how to tell your stories.

We started off by saying how storytelling is before and beyond social media. That is, it is not the emergency of social media that gave rise to storytelling. You can read here. 

While there are elements and other key factors that make up a good social storytelling, there is how to tell a story that will be effective. The “how” of a story is the storytelling framework.

The Storytelling Framework

1.The Hero’s Journey

This was championed by Joseph Campbell. This type of framework highlights how a character (the hero) overcomes a problem and emerges transformed.

In business, this often showcases how a company or product helped a customer overcome a major problem or achieve a meaningful goal.

Say your business offers a digital marketing service. A small business owner who struggles to attract customers online bought your offer. After using your brand’s digital marketing tool, she increases her sales by 300% and regains confidence.

2.The Problem-Solution Framework

This involves identifying a problem that the audience is facing and telling a story of how the company’s product or service can provide a solution. This approach can be used to build credibility and establish the company as an expert in its field.

A busy student keeps losing track of deadlines is a good example. The story then shows how a task management app helps him organise his time and reduce stress.

3.The Brand Story Framework

This framework focuses on creating a narrative that aligns with your company’s message, values, and vision. It goes beyond selling products to telling why your brand exists and what it stands for.

A good example is of a brand who does this is the Dang Life Style by Ife. It is a skincare brand that shares its origin story; how the founder struggled with sensitive skin, researched remedies, and built a company committed to building clean and authentic products.

4.The Before-During-After Framework

This framework paints a picture of transformation. This involves telling stories of the before (the struggle), the during (using your product/service) and after effects (results) of using the company’s product or service.

This approach can be used to build credibility by showcasing the results that customers have achieved.

Example: Before using a fitness program, a client feels tired and out of shape. During the program, she builds discipline and consistency. Afterwards, she loses 10kg and feels more energetic.

5.The Customer Journey Framework

This involves telling stories using the journey of a customer, from the initial awareness of the company’s product or service, through the decision-making process, and ultimately to the post-purchase experience.

Example: A student first hears about an online learning platform through social media. He researches it, signs up for a free trial, subscribes, and later shares glowing reviews about how it helped him pass his exams.

6.The Story Arc Framework

This framework follows the traditional narrative style: beginning, middle, and end. It works well for stories that need to unfold naturally with a clear plot and resolution.

Example: A nonprofit shares the story of a child in a rural community (beginning), the challenges she faces with access to education (middle), and how sponsorship changed her life (end).

Must Brands Stick to One Framework When Telling Stories?

The answer is, it’s not cast in stone that you must stick to one storytelling framework. In fact, effective storytelling in business is often about choosing the right framework for the right time to have effective results.

The following are some of the reasons you don’t have to stick to one framework:

1. Stories serve different purposes.

Sometimes, you want to show transformation (Before–During–After). Other times, you want to highlight your brand values (Brand Story Framework) or simply show your customer’s perspective (Customer Journey Framework).

2. Your audience isn’t always the same.

A new prospect may connect better with a Problem-Solution framework because they’re looking for help with a specific challenge. On the other hand, loyal customers may enjoy a Hero’s Journey story that inspires them to see themselves as part of something bigger.

3. Flexibility makes your storytelling richer.

Sticking rigidly to one framework can make your stories predictable or even boring. Mixing them allows you to keep your content fresh and tailored to different campaigns or platforms at a time.

Conclusion

Storytelling is not just about what you say, but how you say it. A storytelling framework gives your stories structure and power, but you don’t have to be stick to one.

Choose the framework that best fits your audience and goal at a point, and your stories will not only capture attention but also build stronger connections with your customers.