Brand Storytelling Strategy

Location: Malaysia, In-person

Overview

The power of storytelling cannot be underestimated. It is an essential marketing tool for brands to communicate and deliver key messages to drive engagement and ultimately conversions.

Moving into 2023, brand storytelling needs to be authentic, meaningful and community-driven. For marketers, it is important to build and share a brand narrative consumers can connect to which will boost conversion rates at the end of the day. As more brands are focusing on mission and value-based storytelling, the end goal is to tug at their customers’ heartstrings and build trust. But how do marketing leaders design a comprehensive strategy that would be tick off the checklist?

This masterclass will be deep diving on how to create marketing success with a strategic focus on developing a brand narrative that not only meet sales, marketing and overall business objective, but also wins the hearts and minds of consumers.

Key learning outcomes:

 

  • Examine how the human mind is far more receptive to narratives than pure facts alone.
  • Identify how to turn organisations into brands by building human personas with Brand Personality Archetypes.
  • Learn how to identify tension points, and the journey to dissipating the tension.
  • Uncover how to identify appropriate story or plot archetypes for the brand.
  • Explore how to interpret personality archetypes such as personality, tone and manner.
  • Identifying channels at hand, and emerging and potential ones and create a Communications Value Proposition.

Who should attend

Mid-level marketing strategists who are responsible for developing a brand narrative that engages and converts target audience, including the following functions:

 

  • Branding
  • Digital marketing
  • Social media
  • Digital storytelling
  • Communications
About the trainer
About the trainer

Benjamin “Mr Miyagi” Lee

Brand Storyteller

One of the “founding fathers” of the Singapore social media scene, but a self-declared ‘platform agnostic’, Benjamin has spent the past two decades creating content across all media, from theatre to television and social media content.

Benjamin has a deep understanding of channels available to brands in their communications needs, and has helped brands in every sector ranging from public and government organizations, to FMCG, automotive, travel and hospitality, and healthcare.

He has also served as Creative Director at local agency Protocol, as well as Head of Content Strategy at DDB Worldwide.

Some of the clients he has worked with includes Ministry of Culture, Community and Youth (MCCY), National Youth Council (NYC), National Environment Agency (NEA), Prime Minister’s Office (PMO), DBS, Thomson Medical, Langham, StarHub, Manulife, Mandai Wildlife Reserve, Gardens by the Bay, Milo, Toast Box and more.

Please contact

Corrine Magtanong
corrinem@marketing-interactive.com
for more information.

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Agenda

0900 – 1030

Introduction to brand storytelling
  • Why tell stories?
    • Introduction to how the human mind is far more receptive to narratives than pure facts alone
  • What are stories?
    • Introduction to how we instinctively create insights from facts, and information from data
1030 – 1045

Morning break

1045 – 1230
The identity and protagonist rules
  • An introduction to turning organisations into brands by building human personas
    • Brand personality archetypes
    • An introduction to different archetypes for different brands

BREAKOUT EXERCISE 1:

Match your organisation’s brand values with a personality archetype.

1230 – 1330

Lunch

1330 – 1500
Basic rules of brand storytelling
  • The storymaking rules
    • Delegates will learn the basics of what makes a narrative work, including the importance of identifying tension points, and the journey to dissipating the tension, as well as identifying appropriate story or plot archetypes for the brand.
      • Tension in brand narratives case studies
      • Story archetype case studies
1500 – 1515

Afternoon break

1515 – 1645
BREAKOUT EXERCISE 2:
  • Identifying story archetypes for different brands
    • Teams will be given different brands/organisations, and match archetypes to them.

1645 – 1700

Q&A and wrap-up

0900 – 1030

Interpreting personality archetypes
  • Personality, tone, and manner
    • Delegates will learn what an archetype should look and sound like – above and beyond broad terms as ‘formal’, ‘casual’ and ‘corporate’.
  • Verbal tone and manner
  • Visual language
1030 – 1045

Morning break

1045 – 1230
BREAKOUT EXERCISE 3:
Case brief: Teams will create an awareness campaign based on information given, which includes facts and visuals.
1230 – 1330

Lunch

1330 – 1500
The channels of brand storytelling

Identifying channels at hand, and emerging and potential ones

  • Learn what each channel is and can be used for, and how to use each channel more effectively, and to strengthen brand values
  • Examine how to use each channel individually and as part of an effective brand storytelling ecosystem
  • Channel ecosystem:
    • pWeb
    • Socials (FB, IG, TikTok, LinkedIn)
    • Customer service/support
    • Press relations and public speaking
  • Communications Value Proposition
    • Tone and manner on each channel
1500 – 1515

Afternoon break

1515 – 1645
BREAKOUT EXERCISE 4:
Case brief: Teams will create a Communications Value Proposition for each of the social media channels allocated.

1645 – 1700

Q&A and wrap-up