Brand storytelling: designing compelling narratives
Brand storytelling go beyond slogans. In this training, participants spotlight their brand’s core values and translate them into a narrative framework to strengthen reputation, cohesion and company culture.
Informations
Target Audience
Profile
- assignment_indMarketing managers and brand strategists
- assignment_indCommunication specialists and copywriters
- assignment_indAdvertising professionals creating brand campaigns
Requirements
- mindfulnessExperience in marketing, communication, or brand management
Learnt Skills
- flareUsing storytelling insights to make brand narratives emotionally compelling and transformative
- flareUnderstanding how audiences perceive and internalize stories, and tailor brand messages to different motivations and needs
- flareIdentifying and translating core brand values into clear, consistent and unified narratives
- flareApplying those narratives to the whole organization spectrum, from teams and partners to customers
Programme
The power of change
How storytelling triggers our thirst for transformation.
- book3-act structure
- bookNarrative arcs and the power of change
- bookExternal desires and internal needs
- bookAntagonists as protagonists
True stories, false needs
Three approaches to brand storytelling.
- bookMaslow's penthouse
- bookThe WHY
- bookStrategic narratives
- bookBroad-spectrum audience (and how to make everyone care)
Sticky ideas
Why some ideas survive and others die.
- bookThe six virtues of a travelling idea
A story for the future
Learn and apply the framework for brand narratives.
This course is originally intended to last 4 days (28 hours), but its duration and content can be adjusted to your needs.