What is the StoryBrand framework?

StoryBrand is a framework developed by Donald Miller that structures business communication as a story: the customer is the hero, the business is the guide, and the message follows Problem → Solution → Result. It is used by over 10,000 businesses and is proven to increase conversions.

Where should I use the one-liner?

Everywhere! Website (first sentence visitors see), business cards, email signature, LinkedIn profile, elevator pitch, presentations, marketing materials and social media. A good one-liner is the most versatile marketing tool you have.

What is the difference between a one-liner and a slogan?

A slogan is short and emotional (3-7 words, e.g. "Just Do It"). A one-liner is longer and more informative (15-25 words) and follows the Problem → Solution → Result structure. The slogan creates feelings, the one-liner explains the value.

Can I customize the one-liner afterwards?

Absolutely. The one-liners are a starting point — you should customize them with your brand voice and specific details. The best one-liners are the ones that feel natural when you say them out loud.

Toolsstarter

Storybrand Liner

What it does

Generates a StoryBrand-based one-liner: Problem, solution and result in one sentence. Perfect for websites and pitches.

People do not understand what your business does — because you explain it with too many words and the wrong angle

Most businesses struggle to explain what they do in a clear and compelling way. They use industry jargon, talk about themselves instead of the customer, and need 3 paragraphs to explain something that should take one sentence. The result is that potential customers scroll past, leave the website or forget what you said in the elevator pitch. The StoryBrand framework solves this by structuring the message around the customer problem — not the business features.

Too many words — most businesses use 50-100 words to explain what they do, but people have 8 seconds of attention and only read the first 10-15 words
Wrong focus — businesses talk about themselves ("We are a leading provider of...") instead of the customer ("You struggle with... We solve it by...")
Industry jargon confuses — "We offer scalable SåS solutions for digital transformation" means nothing to people outside the industry
No clear structure — without a framework the message ends up as a messy mix of features, benefits and claims that do not connect

A StoryBrand one-liner that explains what you do in one sentence — with problem, solution and result

StoryBrand Liner generates a one-liner based on Donald Miller StoryBrand framework: Problem → Solution → Result. This structure is proven to be the most effective way to communicate a business message because it starts with the customer pain, shows your solution and paints the picture of success. The result is a sentence you can use everywhere — website, business card, elevator pitch, social media and marketing materials.

StoryBrand structure: follows the proven Problem → Solution → Result structure that Donald Miller has used with over 10,000 businesses
Customer-focused: the one-liner starts with the customer problem — not the business features — so the recipient immediately feels understood
Universally usable: one sentence that works on the website, in the elevator pitch, on business cards, in the email signature and on social media
Multiple variants: get 5 different one-liners with different angles and tones — choose the one that resonates best with your target audience

Features

StoryBrand framework: generates one-liners that follow the proven Problem → Solution → Result structure — the most effective way to communicate business value
Industry adaptation: provide industry, target audience and unique selling proposition — the one-liner is adapted to your specific context and language
Multiple variants: get 5 unique one-liners with different angles — from emotional and personal to professional and data-driven
Length control: all one-liners are between 15-25 words — short enough to remember but long enough to communicate the value

How it works

Provide what your business does, who the target audience is and what makes you unique — e.g. "SEO platform for Norwegian small businesses that want to increase organic traffic"
The tool generates 5 StoryBrand one-liners with Problem → Solution → Result structure — each with different angle and tone
Choose the best one-liner and use it on the website, in the elevator pitch, on business cards and in all marketing communication

Use cases

Startups that need to explain what they do in a clear and compelling way — for investors, customers and partners
Established businesses rebranding that need a new, customer-focused message replacing the old, feature-focused message
Salespeople and founders who need an elevator pitch that captures attention in 10 seconds and makes people ask "tell me more"

Why use StoryBrand Liner?

Clarity sells. Businesses that communicate clearly and customer-focused convert better than those using industry jargon and feature lists. The StoryBrand framework is the most proven method for achieving this clarity — and StoryBrand Liner makes it accessible in seconds.

A one-liner is the most versatile marketing tool you can have. The same sentence works on the website, in the elevator pitch, on business cards, in the email signature and on social media. When everyone in the business uses the same one-liner, you communicate consistently — which builds brand recognition.

Problem-first is the key. Most businesses start by talking about themselves — "We are a leading provider of..." — but people do not care about you until they know you understand their problem. The StoryBrand structure starts with the customer pain, which immediately captures attention.

FAQ

What is the StoryBrand framework?: StoryBrand is a framework developed by Donald Miller that structures business communication as a story: the customer is the hero, the business is the guide, and the message follows Problem → Solution → Result. It is used by over 10,000 businesses and is proven to increase conversions.
Where should I use the one-liner?: Everywhere! Website (first sentence visitors see), business cards, email signature, LinkedIn profile, elevator pitch, presentations, marketing materials and social media. A good one-liner is the most versatile marketing tool you have.
What is the difference between a one-liner and a slogan?: A slogan is short and emotional (3-7 words, e.g. "Just Do It"). A one-liner is longer and more informative (15-25 words) and follows the Problem → Solution → Result structure. The slogan creates feelings, the one-liner explains the value.
Can I customize the one-liner afterwards?: Absolutely. The one-liners are a starting point — you should customize them with your brand voice and specific details. The best one-liners are the ones that feel natural when you say them out loud.

Try Storybrand Liner free