Storytelling / Re-brand your Brand from Coursera

In this fascinating online course you will be able to explain the concept of storytelling, how can be used on any organization or personal brand. Also, you will acquire the tools to create brand stories through traditional and new media communication channels. By taking this course, you will be able to critically evaluate the utilization of narrative strategies across different sectors and genres and apply a storytelling method to a practical project.

To succeed in this course, you should be a professional with at least 2-3 years of experience in an organizational setting. Having specific experience in a design role or working with designers will be helpful.

By the end of this course, you will be able to:

- Interpret the need for stories on the human brain.

- Identify the key concepts that make a story memorable.

- Differentiate between tactical and strategic storytelling.

- Apply the concept of attention economy.

- Identify what is needed in order to create a story with numbers.

- Identify what kind of visual aid is important to communicate our story.

- Recognize what is needed in any organization to create a narrative.

- Distinguish different kind of stories and narrative that applies to brands.

What's inside

Syllabus

What is Storytelling?

Understand what storytelling is and what is not, the need of all human being to be told stories and how this can be used from a business point of view.

Strategic Storytelling

For any brand, it is imperative to go beyond a simple comercial or gimmick. In this module we will learn the techniques to communicate strategically meanwhile embracing new rules and strategies for the digital age.

Data Storytelling

Sometimes narrative are not stories but the stories that are told by numbers.

Brand Storytelling

A brand could be a commercial object or even a person. How do you create the story that goes with it?

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Develops skills in storyboarding applying the storytelling process, which is core to working in marketing and communications

In the marketing and communications industry, storytelling is a key skill for crafting compelling narratives that resonate with audiences

Teaches how to create brand stories, an essential skill for anyone working in branding and marketing, through traditional and new media communication channels

Facilitates understanding of the importance of storytelling for human beings, which can be applied in both personal and professional contexts

Taught by experts in storytelling, such as Lorena Amarante, who can provide valuable insights and industry best practices

Students must come in with 2-3 years of work experience at an organization and experience in a design role or working with designers

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Storytelling / Re-brand your Brand with these activities:

Review basic storytelling principles

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Review and refresh storytelling planning and execution skills that are fundamental to this course's objectives.

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Review the principles of storytelling, such as creating a compelling narrative, developing characters, and using vivid imagery.
Practice telling stories.

Volunteer as a storyteller for a non-profit organization

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Gain practical experience in storytelling by sharing stories with a real audience, while contributing to a good cause.

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Identify a non-profit organization that aligns with your interests.
Contact the organization and inquire about volunteering opportunities.

Read 'The Storytelling Animal' by Jonathan Gottschall

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Understand the scientific reasons for our natural fascination with stories and how to leverage this knowledge to create powerful brand stories that connect with audiences.

View The Story Paradox: How Our Love of Storytelling... on Amazon

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Read and summarize the key points of each chapter.
Identify examples of how storytelling is used in different areas of life.

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Analyze case studies of effective brand storytelling

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Learn from successful storytelling campaigns and identify the techniques and strategies that made them effective.

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Research and identify case studies of successful brand storytelling campaigns.
Analyze the key elements of each case study, such as the target audience, messaging, and channels used.

Create a storyboard for a brand story

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Apply storytelling principles to create a visual representation of a brand story, capturing its key elements and flow.

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Identify the main elements of the brand story, such as the setting, characters, and plot.
Sketch out a storyboard that visually represents the story's progression.

Develop a brand storytelling strategy

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Put storytelling principles into practice by creating a comprehensive strategy that guides the development and execution of brand stories across various channels.

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Define the target audience for the brand stories.
Identify the key messages and values that the stories should convey.
Develop a plan for distributing the stories.

Create a pitch deck for a brand storytelling campaign

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Demonstrate proficiency in storytelling and presentation skills by developing a pitch deck that effectively communicates a brand story and its potential impact.

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Develop a compelling narrative for the brand story.
Design visually appealing slides that support the storytelling.

Career center

Learners who complete Storytelling / Re-brand your Brand will develop knowledge and skills that may be useful to these careers:

Storyteller

For professionals seeking to specialize in the art of storytelling, this course provides foundational knowledge and practical skills. By delving into the principles of narrative building and exploring various storytelling techniques, individuals can develop their own unique storytelling voice and effectively communicate ideas and emotions to captivate audiences.

See salaries and explore the career path for Storyteller

Brand Manager

This course arms Brand Managers with the skills they need to create effective and engaging brand stories. By understanding the key concepts of storytelling and applying them to various platforms, Brand Managers can build stronger connections with customers and drive brand loyalty.

See salaries and explore the career path for Brand Manager

Marketing Manager

Marketing Managers can gain valuable insights from this course, which covers the art of storytelling as a strategic marketing tool. By learning how to craft compelling brand stories and implement them across various channels, Marketing Managers can enhance their ability to connect with customers on an emotional level, drive brand awareness, and generate leads.

See salaries and explore the career path for Marketing Manager

Creative Director

Creative Directors seeking to expand their knowledge of storytelling and its application in branding will find this course beneficial. It provides a comprehensive overview of the strategic use of storytelling to build strong and recognizable brands. By understanding the principles of narrative building, Creative Directors can effectively guide their teams in developing creative campaigns that resonate with audiences.

See salaries and explore the career path for Creative Director

Video Producer

Video Producers can benefit from this course's exploration of visual storytelling techniques. By understanding how to craft compelling narratives and translate them into engaging videos, Video Producers can create impactful content that resonates with audiences and achieves desired outcomes.

See salaries and explore the career path for Video Producer

Journalist

For Journalists seeking to enhance their storytelling abilities, this course provides valuable insights into crafting compelling narratives that resonate with audiences. By understanding the principles of strategic storytelling and applying them to news writing, Journalists can produce impactful and engaging articles that inform, educate, and captivate readers.

See salaries and explore the career path for Journalist

Social Media Manager

For Social Media Managers, this course offers valuable strategies for leveraging storytelling to engage their audiences and build a strong brand presence online. By learning how to create compelling narratives and effectively integrate them into social media campaigns, Social Media Managers can captivate followers, increase engagement, and drive brand loyalty.

See salaries and explore the career path for Social Media Manager

Content Marketer

Content Marketers seeking to elevate their storytelling skills will benefit from this course. It provides practical techniques for creating memorable and engaging content that resonates with target audiences. The focus on data storytelling also empowers Content Marketers to measure the effectiveness of their campaigns and optimize their content strategies.

See salaries and explore the career path for Content Marketer

Copywriter

Copywriters looking to enhance their storytelling abilities will find this course highly valuable. It offers a deep dive into the art of crafting compelling narratives and applying them to create impactful written content. By understanding the principles of storytelling, Copywriters can produce persuasive and engaging copy that captivates readers.

See salaries and explore the career path for Copywriter

Writer

Writers seeking to hone their narrative skills will find this course invaluable. It provides a comprehensive understanding of storytelling techniques and their application across various written forms, enabling Writers to craft captivating and compelling stories that engage readers on an emotional and intellectual level.

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UX Writer

UX Writers will find this course beneficial in enhancing their ability to craft user-centric narratives that guide users through digital products and services. By understanding the principles of storytelling and applying them to UX writing, they can create clear, engaging, and memorable user experiences.

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Public Relations Specialist

This course provides Public Relations Specialists with the skills they need to excel in media relations and storytelling. By understanding the principles of strategic storytelling and applying them to press releases and other communications, Public Relations Specialists can effectively shape public perception, manage crises, and promote their clients' brands.

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Communications Specialist

For Communications Specialists, this course offers valuable insights into the art of storytelling and strategic communication. Learning how to craft compelling narratives and apply them across different channels can enhance their ability to effectively engage with target audiences and deliver impactful messages.

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Art Director

This course, Re-brand your Brand, can help Art Directors better understand what makes a brand story memorable, which is vital to a successful advertising campaign. Additionally, the course's overview of strategic storytelling and its application to traditional and new media communication channels can help Art Directors create ads that resonate with audiences and achieve maximum impact.

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Web Designer

This course may assist Web Designers in understanding the role of storytelling in creating effective and engaging websites. By learning how to incorporate narratives into website design, Web Designers can enhance the user experience, improve website flow, and create visually appealing and memorable online spaces.

See salaries and explore the career path for Web Designer

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