Personas
Persona-Specific Messaging Matrix
The StoryBrand framework is tailored to three primary audiences. Use this matrix to align your content with their specific needs, challenges, and aspirations.
How to Use This Matrix
Before creating any content, identify which persona you're targeting. Then use this matrix to ensure your messaging addresses their specific wants, villains, and success identity. The more specific, the more effective.
The Messaging Matrix
| Element | Enterprise Leader | Ben Parker (Operations) | Erin Brooks (Healthcare) |
|---|---|---|---|
| Role | Multi-Brand Portfolio | Operations Manager | Healthcare Procurement |
| Core Want | A dependable, unified supply solution across all brands/divisions | A faster, more reliable way to find and order products | A compliant, efficient procurement process with real-time visibility |
| Primary Villain | Fragmented supply landscape with mismatched vendors and systems | Confusing product ecosystem that causes service disruptions | Outdated workflows that slow operations and increase risk |
| Internal Frustration | Frustration with instability and lack of control | Wasted time fixing issues that "shouldn't happen" | Overloaded by inefficient tools and communication |
| The "So What?" | Risk exposure from inconsistent supply chains and slowed strategic growth | Customer complaints and service disruptions | Increased risk to patient care and operational delays |
| Success Identity | An organization where every division operates with reliability and confidence | The leader who keeps shifts running smoothly without "putting out fires" | A trusted, patient-focused leader supported by streamlined tools |
| Primary CTA | Schedule an Enterprise Strategy Conversation | Schedule an Operations Workflow Review | Schedule a Procurement Optimization Session |
Meet the Personas
Click any card to dive deep into the full persona profile with messaging examples and CTAs.
Multi-Brand Portfolio
Enterprise Leader
Core Want
A dependable, unified supply solution across all brands and divisions.
Operations
Ben Parker
Core Want
A faster, more reliable way to find and order products.
Healthcare
Erin Brooks
Core Want
A compliant, efficient procurement process with real-time visibility.
When to Use Which Persona
| Scenario | Recommended Persona |
|---|---|
| Enterprise sales outreach to C-suite or VP-level contacts | Enterprise Leader |
| Day-to-day operational contacts at customer sites | Ben Parker |
| Healthcare industry-specific campaigns | Erin Brooks |
| General website content and brand messaging | Use the Master Narrative |
| Multi-location foodservice operations | Ben Parker |
| M&A or multi-brand consolidation discussions | Enterprise Leader |
Quick Reference: CTAs by Persona
Enterprise Leader
"Schedule an Enterprise Strategy Conversation"
Ben Parker (Operations)
"Schedule an Operations Workflow Review"
Erin Brooks (Healthcare)
"Schedule a Procurement Optimization Session"
Transitional (Educational) CTAs
Use these when the prospect isn't ready for a conversation:
- General: "Download the CNA Overview Guide"
- Healthcare: "Healthcare Procurement Workflow Guide"
- Operations: "Download Ordering Checklist"