By Vicky Sidler | Published 14 January 2026 at 12:00 GMT+2

Most small business owners do not wake up excited to browse marketing directories. They arrive there after months of confusion, mixed advice, and websites that look fine but somehow fail to convince anyone to call. At that point, a directory promising certified experts sounds comforting, authoritative, and possibly expensive.

The StoryBrand Certified Guide Directory has become one of those places business owners hear about through podcasts, books, or well-meaning peers who say things like, “You should really talk to a StoryBrand guide.”

The problem is that no one explains what the directory actually is, how to use it properly, or how to avoid choosing the wrong guide for the wrong job.

This article breaks that down in plain English, without assuming you already speak fluent marketing.

TL;DR:

• The StoryBrand Certified Guide Directory is an official list of trained StoryBrand professionals

• Not all guides do the same type of work or serve the same kind of business

• Filters matter more than scrolling and hoping for the best

• Certification means training, not automatic fit for your business

• Asking the right questions matters more than picking the first name you recognise

• Clarity comes from process, not promises

👉 Need help getting your message right? Download the 5-Minute Marketing Fix.

Table of Contents:

What the StoryBrand Certified Guide Directory Actually Is:

The StoryBrand Certified Guide Directory is not a freelancer marketplace, and it is not a list of recommended vendors who paid for visibility. It is an official directory of marketing professionals who have completed StoryBrand certification and ongoing recertification.

In practical terms, that means every guide in the directory has invested serious time and money into learning how to apply the StoryBrand Framework correctly. This framework focuses on helping customers quickly understand what you do, why it matters, and what they should do next, without forcing them to decode clever language or vague positioning.

Certification does not mean every guide offers the same services, works with the same industries, or charges the same rates. It simply means they share a common strategic language and methodology.

Why Small Business Owners Get Stuck Using the Directory:

Most people open the directory, see dozens or hundreds of profiles, and immediately freeze. It feels a bit like standing in the cereal aisle while hungry and tired, except every box claims to change your life.

The mistake many business owners make is browsing profiles without knowing what problem they are actually trying to solve. Without clarity, every guide looks equally qualified and equally confusing.

Before you touch the directory filters, you need to answer one simple question for yourself. What do I actually need help with right now?

How to Use the Directory Without Overthinking It:

The directory works best when you treat it like a decision tool rather than a browsing experience. Filters exist for a reason, and ignoring them usually leads to wasted time and mismatched conversations.

Location filters help if you want someone in your time zone or country, but remote work means geography matters far less than it used to. Skill filters matter more because some guides focus heavily on messaging, while others specialize in websites, email marketing, or full marketing systems.

Budget filters are not about finding the cheapest option. They exist to prevent uncomfortable conversations where expectations do not align. A guide who normally works on full website projects is not the right fit if you only want a one-hour clarity session.

Industry keywords inside profiles are also useful, especially for service-based businesses. A guide who understands professional services will approach messaging very differently from someone who mostly works with e-commerce brands.

What StoryBrand Certified Guides Actually Do:

A StoryBrand Certified Guide helps clarify your message so customers understand you faster and trust you sooner. That clarity often shows up in very practical deliverables, such as a BrandScript, a clear one-liner, improved website structure, or a lead generator that explains your value without overwhelming people.

Some guides stop at strategy and messaging. Others implement everything for you, including websites, email funnels, and content. Neither approach is better by default. The right approach depends on your capacity, budget, and appetite for doing some work yourself.

From a StoryBrand and Duct Tape Marketing perspective, clarity always comes before tactics. If someone jumps straight into ads, SEO, or content without fixing your core message, results tend to be expensive and underwhelming.

Individual Guides Versus Certified Agencies:

The directory includes both individual guides and certified agencies, and this distinction matters more than most people realize.

Individual guides often provide hands-on access to the certified expert and work well for small teams that want focused help without layers of process. Agencies tend to offer broader execution across multiple channels, which suits growing businesses with bigger goals and bigger budgets.

Neither option is wrong. The mistake is choosing an agency when you only need clarity or choosing a solo guide when you actually need full implementation support.

Questions You Should Ask Before Hiring Anyone:

Certification tells you someone has been trained. It does not tell you how they work, how they communicate, or whether they are right for your business.

Good questions focus on process, outcomes, and fit. Ask how they measure success, how long projects typically take, and what happens if something needs to change mid-process. Ask who you will actually be working with week to week.

If answers feel vague or overly polished without substance, pay attention. Clarity should start in the sales conversation.

The Real Value of the Directory:

The real value of the StoryBrand Certified Guide Directory is not that it gives you options. It is that it narrows the field to people who speak the same strategic language and understand that clarity drives growth.

Marketing does not fail because business owners lack effort. It fails because customers feel confused, uncertain, or unsure what to do next. The directory exists to solve that problem at the messaging level, before more money is spent on noise.

If you want to experience what clarity feels like before hiring anyone, start smaller.

Download the free 5-Minute Marketing Fix and get one clear sentence that explains what you do, who it is for, and why it matters. Once that sentence makes sense, every marketing decision gets easier.

👉 Download it free here.

Related Articles:

1. Most small businesses waste time on the wrong audience. An Ideal Client Profile fixes that

Before you pick a guide, you need to know who you're actually trying to reach. This article helps you define that target audience so your messaging hits the mark.

2. Branding isn’t your logo. Learn the 5 core elements that make your brand stick

Many business owners expect visual design when they hire a guide. This post resets that assumption and explains why real branding starts with message clarity.

3. Learn how to create content for every stage of the customer journey using the Marketing Hourglass framework

Hiring a guide isn’t just about a website. This piece maps out the full system great guides will help you build—from first click to repeat customer.

4. The 10 best types of content for small business marketing

If you're considering a full implementation project with a guide, this post shows the content types they might deliver and how each supports your customer journey.

5. Content marketing drives 3x more leads and slashes CAC

Still debating whether to invest in a certified expert? This article breaks down the numbers and shows how strategy-first content can lower acquisition costs.

Frequently Asked Questions About the StoryBrand Certified Guide Directory

1. What is the StoryBrand Certified Guide Directory?

The StoryBrand Certified Guide Directory is the official list of marketers trained and certified in the StoryBrand Framework. It’s hosted on MarketingMadeSimple.com and helps businesses find experts in brand messaging, content strategy, and customer communication.

2. How do I use the StoryBrand Guide Directory to find the right person?

Start by using the filters. Narrow your search by location, budget, skills, or keywords related to your industry. This avoids random browsing and helps you find a guide who fits your actual project needs.

3. Do all StoryBrand Guides offer the same services?

No. Some focus on messaging only. Others offer full services like websites, lead generators, email campaigns, and SEO. Always check the guide’s profile and ask about their exact deliverables and process.

4. What’s the difference between a StoryBrand Guide and a StoryBrand Certified Agency?

A guide is usually a solo expert or small team. An agency is a bigger operation with writers, designers, and developers. Agencies can take on larger projects, but guides often offer more personal attention.

5. How much does it cost to hire a StoryBrand Certified Guide?

Messaging projects usually start around $1,500 to $3,000. Website copy can range from $5,000 to $10,000 or more. Full funnels or long-term support can cost $10,000 to $30,000+ depending on scope.

6. How do I know if a guide is a good fit for my business?

Ask questions about process, results, timelines, and past clients. Look for someone who listens carefully, explains clearly, and has examples of measurable impact.

7. Can I work with a StoryBrand Guide if I’m not in the same country?

Yes. Many guides work remotely with international clients using Zoom, Google Meet, or other tools. Just check time zone compatibility and communication expectations upfront.

8. Is it worth the investment to hire a certified guide?

If your marketing feels scattered or customers don’t understand what you do, a certified guide can bring focus and results. You save time and money by doing the right things in the right order.

9. What is a BrandScript, and do I need one?

A BrandScript is a one-page messaging tool based on the StoryBrand Framework. It defines your customer’s problem, your role as a guide, and the path to success. It’s the first step in most StoryBrand projects.

10. What should I do before hiring a StoryBrand Guide?

Get clear on your budget, scope, and goals. Gather any existing marketing materials, decide who on your team needs to be involved, and define what success looks like for the project. Then book a consultation.