Brand Storytelling: Creating a Powerful Story That Inspires
16

Monday, 16 November

6 9 pm EST

GA Phoenix (Livestream)

Online Class
Livestream
$99 USD
Regular Ticket
$99 USD
Total

Questions? Read our FAQs

Brand Storytelling: Creating a Powerful Story That Inspires | November 16

Phat Chiem Photo


Co-Founder, Marlowe

16

Monday, 16 November

6 9 pm EST

GA Phoenix (Livestream)

Online Class
Livestream
$99 USD
Regular Ticket
$99 USD
Total

Questions? Read our FAQs

About This Class


“Marketing is no longer about the stuff you make, but the stories you tell.” - Seth Godin

Traditional marketing is dead. Consumers today are highly skeptical of corporate-style disruption advertising. In the age of Instagram and direct-to-consumer commerce, you build a brand by building a following first. But how do you rise above the noise to attract these passionate fans? Start with a great story.

A brand story with the right emotional appeal can transform a casual customer into a lifelong evangelist. Today, every brand needs to know how to tap the power of storytelling to reach their ideal customers, employees, and investors.

In this workshop, you’ll learn how to connect with your audience and get them to believe in your story. Exercises will give you the frameworks and tools to hone in on the most compelling story for your specific business or organization.

You’ll walk away with a powerful brand story that you can start implementing right away on your website, your social media, your email marketing, and other channels.

The wellbeing of our employees, students, clients, instructors, and guests is our number one priority here at General Assembly. We are monitoring the Coronavirus situation very carefully and will be adjusting delivery of our programs.

Due to the current health concerns in the greater Los Angeles area, all GA short-form (one day) classes, workshops and bootcamps as of Monday, March 16 will temporarily be held online - including this one.

Registered students will be notified 48 hours in advance of this program with information on how to log in to the Zoom Meeting Room and Slack messaging apps. Registration for this class will close 2 hours prior to class start in order to allow all students ample opportunity to have the technology enabled.

Please contact la@ga.co if you have any questions or concerns.

Takeaways

• Understand why storytelling is so critical to modern-day businesses and organizations
• Learn how to craft an authentic brand story that inspires long-term customer loyalty
• Learn actionable frameworks to help you break down and build your brand story, including the 4Ps of branding, the 3Cs of brand storytelling, and 5 elements of storycrafting
• Borrow tried-and-true techniques from narrative fiction and classic story structure to power your brand marketing
• Deconstruct real examples of transformative brand storytelling
• Create a concise and convincing elevator pitch for your brand story
• Break down excellent examples of ‘About Us’ pages so you can improve your own story

Preparation

  • This course will occur completely online using Zoom and Slack
  • You will need access to a laptop or computer with a working webcam and microphone as well as a strong internet connection
  • Pre-work and course set up information will be emailed to all students signed up around 24 hours before (and again an hour before) your course launches
  • We’ll be looking at live examples from the Web and studying how some of the best brands are using storytelling today. This workshop is open to anyone who needs to do a better job of telling their brand story, including startups, established businesses, nonprofits, and community organizations
  • Students will gain the most if they come with a good understanding of their ideal customers, competitive position, long-term vision for their brand, and current challenges with their marketing and messaging

About the Instructor

Phat Chiem Photo

Co-Founder,
Marlowe

Phat X. Chiem is the co-founder of StoryCraft, a brand storytelling and content marketing agency in Santa Monica. Prior to establishing StoryCraft, he spent years as a senior editor at Yahoo managing content for its powerful homepage. He has also worked as a freelance writer and journalist, including as a business reporter for the Chicago Tribune and a news editor for OZY.com. StoryCraft combines his background in journalism and content creation with his experience in business strategy and marketing. He also holds an MBA from Pepperdine's Graziadio School of Business and Management.

Refund Policy

We understand that, sometimes, plans change. If you can no longer make it to a class or workshop, please email us at least 7 days before the scheduled event date. No refunds will be given to cancellations made within a week of the class or workshop.

Community Code of Conduct

Your registration for or attendance at any General Assembly offering indicates your agreement to abide by this Community Code of Conduct policy and its terms.

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