Introduction to Branded & Corporate Storytelling (IBC-02)

Branded & Corporate Storytelling Course

Course overview

Stories precede desktop publishing, printing, and writing, and are rooted in oral traditions across cultures and geographies. Yet the fundamental aspect of storytelling, shared and private, has remained consistent: to contextualise an event that affects individual and communal perceptions. This course responds to increasing demand for more compelling branded content, from entertainment to education, information to inspiration.

Organisations often struggle to make a genuine impact on their audiences. This course examines the underlying elements and techniques of a brand story, to identify the most effective ways of creating unique stories that stand out using narrative, visual, aural, and linguistic techniques. This course prepares content creators and marketing professionals from all backgrounds to approach storytelling with greater knowledge and rigour.

Fee and subsidy
S$980.00
S$588.30 after ASEAN subsidy
Duration
2 days
9:30am – 4:30pm
Delivery
Live-streamed interactive
Maximum 8 participants
Requirements
Conducted in English
The subsidised fee of SS$588.30 applies to residents of any of the 10 ASEAN member states and enrolling within the subsidy period between 1 March 2020 and 31 December 2020. Am I eligible for ASEAN subsidy?

You are eligible for ASEAN subsidy if you are:
1. Legally resident in any of the 10 ASEAN member states, and
2. Enrolling within the ASEAN subsidy period, between 1 March 2020 and 31 December 2020, regardless of the course’s dates.

Legally resident in any of the 10 ASEAN member states:
The subsidised fee will apply to you if you currently hold citizenship, permanent residence or settled status from:
› Brunei
› Cambodia
› Indonesia
› Lao PDR
› Malaysia
› Myanmar
› The Philippines
› Singapore
› Thailand
› Viet Nam

Enrolling within the ASEAN subsidy period:
The ASEAN subsidy period applies to the date of enrolment, and not to the course session itself, which can be outside this period. ASEAN subsidy is applied immediately at the point of enrolment.

Example 1: ASEAN subsidy will apply
Participant enrols on 23 October 2020 for a course that is starting on 10 February 2021. Date of enrolment is within 1 March 2020 and 31 December 2020. ASEAN subsidy will apply.

Example 2: ASEAN subsidy will not apply
Participant enrols on 28 January 2021 for a course that is starting on 10 February 2021. Date of enrolment is past 1 March 2020 and 31 December 2020. ASEAN subsidy will not apply.

Course topics

1. The story epidemic

  • Why brand stories succeed and fail
  • Storytelling in the post-digital era
  • Stories as personal badges
  • The psychology of storytelling
  • Internal and external audiences
  • Common storytelling approaches
  • 2. Brand and digital strategy

  • Stories for social media
  • Metrics and KPIs for storytelling
  • Storytelling on social media channels
  • Formats and functions for storytelling
  • Developing a robust storytelling brief
  • Integrating / deconstructing identity
  • 3. Community engagement

  • Building value-driven communities
  • Mapping authenticity to user journeys
  • Beyond case studies: B2B storytelling
  • Beyond entertainment: B2C storytelling
  • People and ideas: H2H storytelling
  • Strategies for actionable insights
  • 4. Shapes and structures

  • Story structures and frameworks
  • Unique story formats and shapes
  • Micro and macro storytelling
  • Story and content repurposing
  • Reliable and unreliable narrators
  • Engagement through perspectives
  • 5. Verbal storytelling

  • Copywriting techniques for stories
  • Captions, headlines, and posts
  • Language and sensory triggers
  • Developing reliable voices
  • Misinformation and credibility
  • Storytelling and media releases
  • 6. Visible storytelling

  • From images to infographics
  • Storytelling and colour theory
  • Creative visual techniques
  • Integrating visuals, words, and brand
  • How branded should stories be?
  • Going beyond video: immersion
  • 7. Invisible storytelling

  • Power of suggestion
  • Sound effects, voice overs, and tone
  • Sustaining with pace and structure
  • Music, mood, emotion, and memory
  • Sound and realism: implicit triggers
  • Integrating verbal, visual, and the aural
  • 8. Implementing strategies

  • Implementation techniques
  • Moodboards and story ideation
  • Proper storyboarding techniques
  • Video and audio scripts: the essentials
  • Storytelling tools, platforms, and apps
  • Sustaining a culture of storytelling
  • 9. Beyond your course

    Learning continues long after a course ends, with lifelong access to all of your instructors, through CCIL Qrowd™ [+]. Regular post-course meet-ups, one-on-one refreshers, and free advanced courses means full support for brand owners and content producers.

    Course objectives

    I will understand:

  • how brands become self-aware through storytelling strategies and methods
  • which narrative types most accurately reflect real-world audience experiences
  • the challenges brands and businesses face with sourcing stories from within
  • why audience expectations sometimes misalign with branded communication
  • the different approaches to storytelling across online and offline channels
  • I will be able to:

  • craft and edit storytelling strategies to meet marketing and business goals
  • create sustained interest with text, video, image, and AR/VR formats
  • better structure my brand stories with moodboards, briefs, and frameworks
  • direct my teams and resources towards building open and meaningful narratives
  • extend branded storytelling techniques to both digital and analogue platforms
  • This course does not:

  • cover in-depth social media strategy: please see Social Media Course [+]
  • cover in-depth principles of copywriting: please see Copywriting Course [+]
  • Course applications

    Great brand stories begin here. This course focuses on why branded storytelling works, and how to create genuinely open connections with your external and internal audiences across multiple platforms. Great stories typically begin with lots of great questions; this course teaches participants how to ask the right questions — creating narratives which are meaningful to audiences, while fitting into your brand’s digital strategy.

    The most effective and memorable pieces of communication are stories. This course supports branding professionals, social media managers, copywriters, human resource teams as they develop brand storytelling strategies and techniques that work for marketing communications, social media platforms, annual reports, media relations, events, employer branding, and brand activation campaigns.

    Course convenor

    Deepa Vijayan is a trainer and senior communications advisor for government, finance, education, STEM, hospitality, and nonprofit sectors in Singapore and Southeast Asia. Deepa’s major practice areas are copywriting, content marketing, digital culture, and branded & corporate storytelling. Her focus is on the intersections between communication and digital culture, healthcare, religion, and the arts. More on your convenor [+]

    Course schedule

    Tuesday + Wednesday

    Branded Storytelling Course (Aug 2020)
    Branded Storytelling Course in Singapore
    159 Taman Permata, 575282 Singapore
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Deepa Vijayan [+]

    Tuesday + Wednesday

    Branded Storytelling Course (Sep 2020)
    Branded Storytelling Course in Singapore
    159 Taman Permata, 575282 Singapore
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Deepa Vijayan [+]

    Tuesday + Wednesday

    Branded Storytelling Course (Oct 2020)
    Branded Storytelling Course in Singapore
    159 Taman Permata, 575282 Singapore
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Deepa Vijayan [+]

    Tuesday + Wednesday

    Branded Storytelling Course (Nov 2020)
    Branded Storytelling Course in Singapore
    159 Taman Permata, 575282 Singapore
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Deepa Vijayan [+]

    Tuesday + Wednesday

    Branded Storytelling Course (Dec 2020)
    Branded Storytelling Course in Singapore
    159 Taman Permata, 575282 Singapore
    Centre for Communication & Information Literacy (CCIL) — conducted online

    Lead Instructors: Deepa Vijayan [+]

    Set my own dates

    For a group of 3 or more

    A group of 3 or more participants have the added flexibility of setting their own course dates. Select ‘Set my own dates’ from the ‘Preferred date’ dropdown, in the course enrolment form. Enter up to 3 different dates of your choice; we will then confirm one with you.

    Course enrolment

    Terms and conditions

    Please read and understand the terms and conditions [+] before proceeding with this service or contact us for further clarification.

    Instant assistance

    Call us at +(65) 6573 7370 or email group@qc.sg. We will typically respond to emails within 20 minutes during business hours and in 1 day over holidays and closures. View business hours

    Monday – Saturday:
    8:00am – 8:00pm

    Sunday:
    9:00am – 3:00pm

    Holidays and closures:
    › New Year’s Day
    › Lunar New Year
    › Good Friday
    › Labour Day
    › Vesak Day
    › Hari Raya Puasa
    › Polling Day
    › Hari Raya Haji
    › National Day
    › Deepavali
    › Christmas Day
    › New Year’s Eve