Brand Marketing
Storytelling Training

Use time-tested storytelling techniques to improve engagement with your content marketing and cohesion across all of your brand messaging.

About this Training

Brand Marketing Storytelling Training is designed for marketing teams whose responsibilities include developing compelling brand identities, planning and executing content strategies across multiple platforms and using all those messages to drive meaningful lead development.

In this training, you’ll learn how to apply same storytelling techniques that have moved human beings for millions of years to increase engagement and impact of your core brand messages.

This workshop is highly experiential. Storytelling concepts are taught using Hollywood movies and other YouTube clips, so participants can see ideas in practice. Lecture time is minimized. Instead, participants use design-thinking exercises to workshop the real marketing challenges they are facing today.

By applying storytelling concepts to marketing challenges in real time, participants leave this workshop with

  1. a storytelling-infused solution to a current brand challenge, which can be immediately tested with targeted audiences;
  2. the experience of using storytelling to work through a marketing problem;
  3. a storytelling framework which can be immediately applied to subsequent brand communications.

What is Storytelling?

Storytelling is the process that human beings use to construct meaning out of the world. In a marketing context, storytelling refers to the way a brand narrative unfolds over a customer journey, and across multiple engagement with the brand over time.

These days, it’s very easy to make brand stories that look great, and very difficult to make brand stories that are authentic and compelling. (The recent Pepsi-Kendall Jenner campaign is just one of thousands of examples of brands prioritizing style over substance.) In an age of information, storytelling is more important than ever to create valuable, differentiated content that truly stands out.

Storytelling marketers combine strategic thinking with emotional feeling to develop content that integrates head and heart. They dig deeper into their messaging to find a universal framing that truly resonates; they present real customer stories in a manner that is both strategic and authentic. Storytelling marketers discover content from all corners of the organizational story, then think strategically to present that content in a way that moves the needle on engagement and drives leads.

Specifically, the Brand Storytelling process involves

  • delivering messages using emotionally rich examples and anecdotes, as opposed to dry facts;
  • empathizing with target audiences to deliver a message understood intuitively;
  • supplementing presentations with thoughtfully designed visual storytelling, such as pitch decks, keynote slides, etc.;
  • integrating authentic personal reflections, improving trust through vulnerability and connection; and,
  • developing improvisational skills to ensure that message delivery remains human.

By learning the art and science of marketing storytelling, participants can expect higher engagement with their content, time saved planning and developing future content and more fulfillment in their work.

Learning Objectives

  • Understand the basics of brand marketing storytelling: Learn the theory and practice of the age old building blocks of human communication.
  • Develop storytelling material: Dive deep into the company narrative and identify emotionally compelling storytelling material.
  • Practice storytelling-based design thinking: Work collaboratively to apply storytelling to a current marketing challenge, using the collaborative exercises of design thinking.
  • Test and tweak your story: Innovate with tone, style and your own creativity, while receiving feedback from your colleagues.
  • Build a cohesion storytelling vision: Apply learned frameworks to other stories to develop cohesion across the brand, and a longer term marketing vision for your narrative.

Brand Marketing Storytelling Training Logistics

  • This Leadership Storytelling Training is designed for groups of 6 – 30.
  • Content includes storytelling training and design thinking exercises.
  • Workshops are highly personalized, engaging and interactive.
  • Participants will receive a PDF package of storytelling frameworks which can be applied to their brand communications again and again.
  • This Brand Marketing Storytelling Training can be delivered anywhere in the world.

Jordan Bower

About Your Storytelling Trainer

Jordan Bower is a professional storytelling consultant, trainer and facilitator notably for his high degree of emotional intelligence. His career as a storyteller began with a decade of world travel that included visits to more than 50 countries and a 316 day walking trip from Canada to Mexico. Along his itinerant journey, Jordan learned the art of connecting emotionally with strangers, adding to a skill set that already included business administration and design thinking.

Since then, Jordan has worked with Fortune 500 clients, renewable energy startups, hedge funds, tourism destinations and the Royal Canadian Mounted Police, helping make key business messages more engaging, meaningful and clear to their target audiences. He is a popular speaker at conferences and ideas festivals, including the Future of Storytelling Summit, where he spoke in 2015, alongside other speakers Edward Snowden, Al Gore and Margaret Atwood.

Brand Marketing Storytelling Training - Jordan Bower