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Brand Storytelling: Creating a Powerful Story

at General Assembly - Santa Monica

Course Details
$60 8 seats
Start Date:

Sat, Nov 02, 10:00am - 1:00pm

Next start dates (1)

Santa Monica, Beach Cities
1520 2nd St
Btwn Broadway & Colorado Ave
Santa Monica, California 90401
A computer will not be provided.
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Class Level: All levels
Age Requirements: 18 and older
Average Class Size: 20
Teacher: Phat Chiem

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.


  • Learn how to craft an authentic brand story that inspires long-term customer loyalty 
  • Learn actionable frameworks to help you break down and construct your brand story, including the 3Ps of branding, the 3Cs of brand storytelling, and the Brand Storyboard 
  • Borrow tried-and-true techniques from narrative fiction and journalism to power your brand 
  • Break down real examples of transformative brand storytelling 
  • Create a concise and convincing elevator pitch for your brand story 
  • Develop your About Us page so you can start promoting your story right away 
  • Learn how to implement practices that create a story-driven culture for your business or organization 

Prereqs & Preparation

Please bring your laptop, notebook and pen to jot down your notes. 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.

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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Start Dates (2)
Start Date Time Teacher # Sessions Price
10:00am - 1:00pm Phat Chiem 1 $60
7:00pm - 10:00pm Phat Chiem 1 $60

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Reviews of Classes at General Assembly (2,251)

(2251 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.

What began as a co-working space in...

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