Workshop Storytelling
Would you like to develop modern and convincing storytelling for your company like Coca-Cola and Co? You don’t yet know how to go about this for your B2B or B2C company and whether you have anything to tell at all?
Is the storytelling workshop right for you?
In the B2B sector in particular, every product is in competition and it is all the more important to become unmistakable for customers with a convincing story. In addition to quality (which is often a prerequisite anyway), emotional factors are also needed in order to be likeable and trustworthy for customers and interested parties. Our workshop shows you what is behind successful storytelling and how to set up storytelling for your own company. We will accompany you and help you every step of the way!
What does the storytelling workshop teach?
The workshop provides theoretical and practical knowledge on how to develop brand stories using relevant steps. Outcomes will include the purpose of the brand, the triggers of the target group(s), core messages, positioning and the basis for the overarching brand story. In addition, the participants will learn how to draw a common thread through the developed stories (e.g. also for postings, blog articles, news etc.) and how easily many ideas for postings etc. can be created.
Contents and goals
- Theoretical background Storytelling: The basis for why stories are demonstrably much better remembered and therefore more effective than bare facts. We also take a brief look at how our brain processes stories and what kind of stories are best processed.
- Development of the brand essence: The brand essence includes vision, mission, values (including definition), brand promise and purpose. It forms the internal foundation of every brand and is therefore the starting point for internal and external communication.
- Background/brand story: With the questions “Where have you been?”, “Where are you now?” and “Where do you want to go?” we create a solid foundation for the brand story.
- Target group(s) with a focus on wishes and needs as well as problems and frustrations: This information in particular forms the basis for addressing (potential) customers emotionally. People buy products and services to solve problems or satisfy a need. With a list of problems and needs of the various target groups, we have the basis for stories.
- Differentiation from the competition: How does the brand differ from the competition and what makes it unique in the market? Based on the main distinguishing features, we then work together to develop the brand’s core message, unique value proposition and positioning statement. Here we also address the hurdles that the brand has to overcome in the market.
- Positioning and UVP: In addition to the unique position in the market, the core messages and, based on these, the unique value proposition are developed. These are then used for external communication, which remains in the minds of the target group(s) through constant repetition.
- Mentor: Developing the brand personality. What makes the brand tick and – above all – how does it want to be perceived by customers? This is where we define the archetype and position the brand as an empathetic mentor that can solve their problems and satisfy their needs.
- Customer journey: We use three steps in the customer journey to determine the touchpoints with the various target groups.
- Editorial plan: Based on the points identified (values, problems and needs, etc.) and with the help of reverse content engineering, we collect stories geared towards the target groups for various formats along the customer journey.
How much time do I need to invest in user training?
Ideally 2 days, but if necessary the training can also be shortened to a concentrated 1-day version with fewer elements.
How many people is the workshop designed for?
Experience has shown that a good group size is a maximum of 10 people. However, if desired, the training can also be organized in small groups.
Get in touch now:
Anke Kisters +49 211 2709-204 kisters@smart-pr.de
Talstraße 22-24
40217 Düsseldorf
