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Brand Storytelling: Creating a Powerful Story

at General Assembly - Online

Course Details
$55 8 seats
Start Date:

Fri, Jul 24, 12:00pm - 3:00pm Pacific Time

Purchase Options
Class Level: All levels
Age Requirements: 18 and older
Average Class Size: 20

Flexible Reschedule Policy: This provider has flexible, free rescheduling for any-in person workshop. Please see the cancellation policy for more details

What you'll learn in this branding training:

Brand Storytelling: Creating a Powerful Story that Inspires

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. In-class 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.


  • 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


  • 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

Remote Learning

This course is available for "remote" learning and will be available to anyone with access to an internet device with a microphone (this includes most models of computers, tablets). Classes will take place with a "Live" instructor at the date/times listed below.

Upon registration, the instructor will send along additional information about how to log-on and participate in the class.

School Notes:
For students enrolling in 12 week part time and immersive classes, it is not recommended that you book more than one class simultaneously.

Still have questions? Ask the community.

Refund Policy
If you can't make it to a class/workshop, please email us at [email protected] at least 7 days before the scheduled event date. No refunds will be given after this timeframe.


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All classes at this location

This workshop will be hosted online (Livestream) using Zoom and Slack. Registered students will be notified 48 hours in advance of this program with information on how to log in. 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.

Start Dates (1)
Start Date Time Teacher # Sessions Price
12:00pm - 3:00pm Pacific Time TBD 1 $55

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Reviews of Classes at General Assembly (2,536)

(2536 Reviews)
Brand Storytelling: Creating a Powerful Story
Reviewed by Wesley S. on 3/17/2019
Enjoyed the class. Very good teacher.
Brand Storytelling: Creating a Powerful Story
Reviewed by Jeni S. on 12/9/2018
There was some good information in the class but would have been more effective if: Slides were left up longer Even though they were emailed after class and we were told they would be, often times they weren't left up long enough to read so reviewing them once emailed won't connect with what was presented in class as strongly. Fewer group exercises I feel it would have been more effective and would take less time if we had worked on a brand together for each exercise rather than pairing up. A lot of time was spent on that, unnecessarily. Movie trivia was fun. If required to discuss our brand during class, would be best to alert students ahead of time as not everyone had a brand they were working for and were told to use a random one that exists - which was a surprise.
Brand Storytelling: Creating a Powerful Story
Reviewed by Sara T. on 2/21/2019
Brand Storytelling: Creating a Powerful Story
Reviewed by Omar L. on 9/29/2018
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School: General Assembly

General Assembly

General Assembly is a pioneer in education and career transformation, specializing in today’s most in-demand skills. The leading source for training, staffing, and career transitions, we foster a flourishing community of professionals pursuing careers they love.

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