Brand Storytelling

New Workshop - Crossover Ideas from Fiction to Marketing.

The process of writing my first novel - Discarding Decency meant having to learn some new processes and techniques. Creating a narrative over 100,000 words with multiple characters and story arcs requires a lot of skills that are mirrored in the practise of marketing.

Many start-up companies, especially those in the tech sector are product focussed - there is a ‘build a better mousetrap’ motivation that can lead to a functional and perfunctory way of messaging to customers and stakeholders.

I will be in Dubai from the 11th to the 16th of March, and in the UK from the 21st of March for 10 days or so, and I am running a new workshop that builds on what I learned as a novelist and applies it to Branding and Marketing.

Let me know if you are interested in this workshop for your team.

Creating Your Epic Brand Story

(2.5 Hours, Half Day, Full Day variants)

Learn how to craft compelling brand stories using fiction techniques like character development, world-building, and emotional arcs to create deeper customer connections and journeys.

• The Neuroscience of Storytelling – Why stories are more effective than facts and figures. How stories trigger emotional responses and build connections.

• Brand Stories as Journeys – Shifting from selling products to creating experiences, The importance of narrative in building brand loyalty.

• Fiction Techniques for Brand Storytelling

  • Character Development: common archetypes (Hero, Caregiver, Creator, etc.), How to identify and embody your brand’s archetype, Creating a relatable “protagonist” (the brand or the customer), Examples of brands using archetypes effectively.

  • World-Building: The Brand Universe: Creating a vivid and immersive brand environment, Defining the brand’s values, beliefs, and “rules.” Using sensory details to bring the world to life. How to create a consistent and compelling brand aesthetic.

• Plot & Narrative Arc: The Customer Journey – The classic story structure (exposition, rising action, climax, falling action, resolution). Mapping the customer journey to a narrative arc. Creating a compelling conflict and resolution (problem/solution). Using customer pain points as plot drivers.

• Emotional Arcs: Connecting on a Deeper Level. Identifying and leveraging key emotions (joy, fear, hope, etc.). Creating emotional resonance through relatable experiences. Show, don’t tell: Using evocative language and imagery. The power of vulnerability and authenticity.

Let me know if you are interested in this workshop for your team.