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Welcome back to our StoryBrand series! If you missed our last post where we introduced StoryBrand and BrandScripts, check it out here.
Today, we’re sharing two more parts of the StoryBrand framework: the brand summary and one-liner.
What is a brand summary?
After a BrandScript is created, we begin to work on a brand summary for your company. A brand summary takes the BrandScript and forms it into an easy-to-read paragraph that grabs the reader’s attention. It describes what they want, how your business can help, and what the customer should do next.
Here’s an example of Lifedge’s brand summary:
Does your brand have a summary that clearly communicates important information about your business to your customers?
What is a one-liner?
Have you ever stumbled over your answer when asked the question, “What do you do?” Have you ever tried to explain your business or day job only to realize it sounds a bit… lame? Vague? Confusing? Just plain unattractive?
The one-liner is a concise statement (usually 2-3 sentences) that clearly explains what you offer. It’s simple, repeatable, clear, and memorable. When created well, your one-liner will make people curious about your brand rather than tuning you out.
Once you have a one-liner, you can use it any time someone asks you about what you do. Stick it on your business card, email signature, and maybe even the wall of your office. Voila!
Does your marketing clearly communicate what you offer?
If your marketing doesn’t give customers a clear picture of what you offer and how it can improve their lives, they won’t be interested. We want you to have marketing tools that work. We’re StoryBrand certified and can help you create tools like a brand summary and one-liner that are custom-fit to your business. Ready to get started? Book a free meeting today.
Interested in participating in the StoryBrand marketing workshop so you can implement the StoryBrand marketing plan on your own? Check it out here.
About the Author
Oscar Quesada
Oscar Quesada is the founder of Lifedge, a digital marketing agency that helps growing businesses and Christian organizations turn marketing into measurable results. He specializes in building clear, conversion focused websites, SEO systems, and automated email campaigns that attract the right people and turn them into real leads and customers.
Over the past decade, Oscar has helped contractors, local service businesses, and ministries move from hoping their marketing works to knowing exactly what is driving calls, bookings, and revenue. His approach blends StoryBrand messaging, data driven strategy, and practical execution so marketing stays simple, focused, and profitable.
Oscar is a StoryBrand Certified Guide and a trusted advisor to organizations across West Michigan and beyond, including Christian camps, nonprofits, and service based businesses. Through Lifedge, he builds marketing systems that do not just look good but actually create growth you can track.
When he is not working with clients, Oscar is usually coaching youth soccer, building new tech tools for Lifedge, or helping leaders think more clearly about how to steward their business for long term impact.
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