StoryBrand One-Liner: A Simple Formula + Real Examples

Have you ever tried to explain what your business does, only to be met with a blank stare? It’s frustrating. You have a great business, but it’s being held back by a confusing message.

The problem isn't your business. It's how you talk about it. You're fighting against the confusion that stops most marketing from working.

This is where a StoryBrand One-Liner comes in. It’s a simple, powerful tool designed to cut through the noise, clarify your message, and compel customers to listen.

In this guide, we'll give you the exact formula to create your own one-liner and show you how it’s done with clear, real-world examples.

What is a StoryBrand One-Liner?

A StoryBrand One-Liner is a concise statement that clearly explains what you offer. It’s not just a tagline. It's a memorable sentence or two that tells a mini-story about how you help your customers.

The goal is to answer the question, "What do you do?" in a way that makes people interested, not confused.

For example, here is the one-liner we use at Mammoth Marketing:

"Many businesses struggle to attract customers because they can't explain what they do and why it matters. At Mammoth Marketing, we clarify your message and your marketing strategy so you can attract your ideal customers and finally grow your business"

This example works because it follows a proven 3-part formula.

The simple 3-Part Formula for an effective One-Liner

Every great one-liner is made of three key elements that tell a story.

1. The Problem

Start by identifying a frustration your customer is facing. When you state the problem they have, you prove that you understand them, and they’ll be interested to hear the solution.

2. The Solution‍

Next, explain how your product or service helps solve that problem. This positions your brand as a guide with a clear plan to help them succeed.

3. The Result

Finally, paint a picture of what your customer’s life will look like after using your solution. This is the happy ending they’re looking for and the reason they should do business with you.

Examples of StoryBrand One-Liners

Here are some examples that put the formula into action across different industries.

For an Off-Grid Solar Company

• Problem: Many Kiwis are frustrated by increasing energy bills and an unpredictable power supply.
• Solution: At Pure Power, we equip you with the right off-grid solar system.
• Result: So you can break free, take control of your power and get the freedom you deserve.

One-Liner: "Many Kiwis are frustrated by increasing energy bills and an unpredictable power supply. At Pure Power, we equip you with the right off-grid solar system so you can break free, take control of your power and get the freedom you deserve."

For a Real Estate Developer

• Problem: Many Kiwis struggle to find a quality home, a great location, and a price that works.
• Solution: At Lockerbie Estate, we build beautiful homes in our thriving neighbourhood.
• Result: So you can have it all and enjoy a lifestyle you and your family will love.

One-Liner: "Many Kiwis struggle to find a quality home, a great location, and a price that works. At Lockerbie Estate, we build beautiful homes in our thriving neighbourhood so you can have it all and enjoy a lifestyle you and your family will love."

For an Education Software Company

• Problem: Creating PE lessons that work for students with varying abilities is overwhelming.
• Solution: At āhei, our online PE lesson planning software has practical resources to get everyone involved.
• Result: So you can watch all children grow in confidence through sport.

One-Liner: "Creating PE lessons that work for students with varying abilities is overwhelming. At āhei, our online PE lesson planning software has practical resources to get everyone involved, so you can watch all children grow in confidence through sport."

For Public Speaking Coaching

• Problem: Many public speakers struggle to prepare for their next talk.
• Solution: Michael Philpott will give you coaching to improve your script and delivery.
• Result: So you can confidently face your next talk and inspire your audience to take action.

One-Liner: "Many public speakers struggle to prepare for their next talk. Michael Philpott will give you coaching to improve your script and delivery so you can confidently face your next talk and inspire your audience to take action."

Tips for creating your own One-Liner

As you craft your one-liner, keep these pro tips in mind:

• Speak your customer's language: Use simple words and avoid industry jargon that could confuse them.
• Connect the three parts: Make sure your solution logically resolves the problem and leads to the success you describe.
• Say it out loud: Your one-liner should sound natural and be easy to say in a conversation.
• Keep it concise: Cut every unnecessary word. A clear message is a short message.
• Be consistent: Once you have a one-liner you love, use it the same way every time to make it memorable.
• Refine it over time: Your one-liner isn't set in stone. Test it and refine it based on people's reactions.

Where to use your One-Liner

Once you’ve crafted your one-liner, use it everywhere to create a consistent brand message.

• Your Website
• Email Signatures
• Social Media Bios
• Business Cards
• Marketing Materials
• Networking Events

A clear message always wins

Knowing the formula is the first step, but writing a one-liner that truly works can be difficult. It’s hard to get the message right when you’re too close to your own business. Many business owners feel stuck and frustrated when they try to do this themselves.

That’s where an expert guide can make all the difference.

As New Zealand’s only StoryBrand Certified Coach, I help business owners like you get this right. In our StoryBrand Coaching sessions, we personally workshop your one-liner and overall brand message until it perfectly captures the value you provide and connects with your ideal customers.

If you’re ready to stop wasting money on marketing that doesn’t work and create a message that grows your business, Book a Discovery call with Joel.