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Complete BrandScript Examples

This file contains full BrandScript examples across different industries to demonstrate how the 7-part framework applies in various contexts.

Example 1: Lawn Care Company​

Character (Hero): Homeowners who want a beautiful, healthy lawn

Problem:

  • External: Lawn is full of weeds, brown patches, and looks terrible
  • Internal: Embarrassed when neighbors or guests see the yard; feel like a failure at homeownership
  • Philosophical: You shouldn't have to choose between a beautiful yard and spending time with family
  • Villain: Time-consuming yard work and confusing lawn care information

Guide:

  • Empathy: "We understand how frustrating it is to spend every weekend working on your lawn without seeing results"
  • Authority: "With 15 years of experience and over 2,000 satisfied customers, we know exactly what your lawn needs to thrive"

Plan:

  1. Schedule a free lawn assessment
  2. We create a customized treatment plan for your specific lawn
  3. Enjoy a lush, green lawn that makes your neighbors jealous

Call to Action:

  • Direct: "Schedule Your Free Lawn Assessment"
  • Transitional: "Download: The 5 Biggest Lawn Care Mistakes Homeowners Make"

Success:

  • Have the best-looking lawn in the neighborhood
  • Spend weekends with family instead of doing yard work
  • Feel proud when guests arrive

Failure:

  • Continue wasting money on products that don't work
  • Lawn gets worse, property value decreases
  • Miss out on precious family time

Example 2: Business Consultant​

Character (Hero): Small business owners who want to grow their revenue

Problem:

  • External: Stuck at a revenue plateau, can't seem to break through
  • Internal: Feeling overwhelmed, uncertain about next steps, worried about business survival
  • Philosophical: Running a business shouldn't mean sacrificing your health and relationships
  • Villain: Lack of clear strategy and accountability

Guide:

  • Empathy: "We know what it's like to feel stuck in your business while watching competitors grow past you"
  • Authority: "Our clients average 67% revenue growth in the first year. We've helped 200+ businesses break through their plateaus"

Plan:

  1. Book a free 30-minute strategy session
  2. We'll create a custom 90-day growth roadmap
  3. Implement proven systems to scale sustainably

Success:

  • Break through your revenue plateau
  • Build systems that let you work less while earning more
  • Create the business and life you always wanted

Failure:

  • Stay stuck at your current revenue
  • Continue feeling overwhelmed and burnt out
  • Watch competitors leave you behind

Key Patterns to Notice​

  1. Internal problems are emotional - embarrassment, frustration, anxiety, stress
  2. Philosophical problems elevate the message - "shouldn't have to choose," "deserve better"
  3. Villains are root causes, not symptoms - "time-consuming work," not "weeds"
  4. Success is aspirational and specific - "best-looking lawn," not just "nice yard"
  5. Plans are simple and clear - always 3 steps, easy to understand
  6. Both CTAs are present - one to buy, one to engage
  7. Empathy + Authority = Trust - both elements always present