Course : Brand Content and Storytelling: optimizing your brand strategy
Practical course - 1d
- 7h00 - Ref. STT
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 | Understanding the challenges of storytelling |
| Avoiding the pitfalls of storytelling |
| Identify the brand's history and values |
| Choosing a narrative framework |
| Writing and developing your storytelling |
| Adapting your style to the media |
Intended audience
Marketing managers, communications managers, product managers, marketing project managers and anyone in charge of brand communications.
Prerequisites
Experience in strategic marketing desirable.
Practical details
Hands-on work
Writing workshops.
Course schedule
1 The challenges of storytelling
- Storytelling: narrative as a communication tool.
- The origins of storytelling: concept, history, key examples.
- The fields of application of storytelling: politics, the individual, business.
- A propitious context: the advent of Web 2.0, the economic crisis.
- The growing use of emotions in advertising and marketing.
- Understand the limits of storytelling: lies and lack of authenticity, personification, negative emotions...
Case study
Understand and discuss a few case studies in storytelling.
2 Different types of stories
- Identify different types of stories.
- The function of identifying with the brand's values and personality.
- Properties of narrative: temporality, intentionality, meaning, identification capacity, transformative capacity.
- Define storytelling style according to identified issues.
Hands-on work
Determine the type of story you want to tell.
3 Putting storytelling into practice
- Identify the brand's origins, history and values.
- Build a narrative outline.
- Play with the story and its twists and turns using an actancial model.
- Identify and profile the players.
- Setting storytelling in motion.
Hands-on work
Storyboard the brand's story.
4 Storytelling
- Define tone, style and play with emotions.
- Involve your audience in the story.
- Addressing the five senses: VAKOG (Visual, Auditory, Kinesthetic, Olfactory, Gustatory)
- Capture the unusual and play on originality.
- Adapt your writing to the specificities of the chosen medium.
Hands-on work
Write the attack and fall of the brand's storytelling.
Customer reviews
5 / 5
Customer reviews are based on end-of-course evaluations. The score is calculated from all evaluations within the past year. Only reviews with a textual comment are displayed.
CHLOÉ N.
12/11/25
5 / 5
I really appreciated having a methodology that made it easier for me to create a story and I also really enjoyed working on a concrete case that concerned me.
ALEXANDRE H.
12/11/25
5 / 5
Very interesting, I thought I knew the subject and the training course helped me a lot, especially with the structuring.
Publication date : 03/20/2024
PARTICIPANTS
Marketing managers, communications managers, product managers, marketing project managers and anyone in charge of brand communications.
PREREQUISITES
Experience in strategic marketing desirable.
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
Marketing managers, communications managers, product managers, marketing project managers and anyone in charge of brand communications.
PREREQUISITES
Experience in strategic marketing desirable.
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TEACHING AIDS AND TECHNICAL RESOURCES
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
Dates and locations
Last places available
Guaranteed date, in person or remotely
Guaranteed session