There are several effective storytelling structures and frameworks, each with its own strengths depending on the context and medium. Here are a few widely recognized ones that are particularly useful for brand storytelling:

1. The Hero's Journey

Stages:

1. Ordinary World: Introduce the character in their normal environment.

2. Call to Adventure: Something challenges or changes the character’s world.

3. Refusal of the Call: The character shows reluctance or fear.

4. Meeting the Mentor: The character receives guidance or support.

5. Crossing the Threshold: The character commits to the journey.

6. Tests, Allies, and Enemies: The character faces challenges and makes allies.

7. Approach to the Inmost Cave: The character prepares for a major challenge.

8. Ordeal: The character faces a critical test or crisis.

9. Reward: The character overcomes the challenge and gains a reward.

10. The Road Back: The character begins their return journey.

11. Resurrection: The character faces a final test and is transformed.

12. Return with the Elixir: The character returns home changed, with a reward or knowledge.

 

2. The Three-Act Structure

Stages:

1. Act One – Setup: Introduce characters, setting, and the main conflict.

2. Act Two – Confrontation: Develop the main conflict through rising action and complications.

3. Act Three – Resolution: Resolve the conflict and conclude the story.

 

3. The StoryBrand Framework (by Donald Miller)

Stages:

1. Character: Introduce the protagonist (your customer).

2. Problem: Highlight the problem they face.

3. Guide: Introduce your brand as the guide with a solution.

4. Plan: Present a clear plan to help the character.

5. Call to Action: Encourage the character to take action.

6. Avoid Failure: Show the negative consequences of not taking action.

7. Success: Highlight the positive results of taking action.

 

4. The Pixar Framework

Stages:

1. Once Upon a Time: Set the scene.

2. Every Day: Establish a routine.

3. One Day: Introduce the inciting incident.

4. Because of That: Show the consequences and rising action.

5. Because of That: Continue the rising action.

6.  Until Finally: Resolve the story with a climax and conclusion.

 

5. Freytag’s Pyramid

Stages:

1. Exposition: Introduce the setting, characters, and basic situation.

2. Rising Action: Build tension through a series of events.

3. Climax: Reach the peak of the story’s tension.

4. Falling Action: Show the aftermath of the climax.

5. Resolution: Conclude the story, resolving any remaining issues.

 

Choosing the Best Structure

Hero's Journey: Great for in-depth brand stories that highlight transformation and growth.

 

Three-Act Structure: Ideal for straightforward, concise storytelling.

 

StoryBrand Framework: Perfect for brand messaging that positions the customer as the hero.

 

Pixar Framework: Suitable for short, engaging, and emotionally resonant stories.

 

Freytag’s Pyramid: Good for detailed, classical storytelling with a clear beginning, middle, and end.

 

The best structure often depends on the story you want to tell, the platform you’re using, and your audience's preferences. Mixing elements from different frameworks can also create a unique and effective storytelling approach.