Personal and Business Competencies / Business Skills

Storytelling in Business - Narrative as a Competitive Advantage Tool

The training introduces practical use of business narrative in marketing, sales, internal communication and employer branding. Participants discover their brand's potential by applying popular narrative elements used by global companies. The program focuses on creating stories about the company, its values and members supporting trust and relationship building with the environment. The workshop methodology is based on real participant cases and practical construction of business narratives ready for implementation.

Issues

Storytelling in marketing
Branding narrative
Customer persona
Business metaphors and analogies
Hollywood narrative schemes
Company values communication
Employer branding through storytelling
Sales narrative
Message adaptation to channel
Cultural inspiration in business
Constructing company stories
Competitor narrative analysis

Additional information

Upon client request, a thematic book for each participant can be included with training materials.

Benefits

Competitive market advantage will be achieved through effective use of business narrative
Customer trust will increase through authentic stories about the company and its values
Internal communication will become more engaging and culture-building
Marketing effectiveness will increase through emotional audience engagement
Recruitment and employer branding processes will gain attractiveness through storytelling
Sales messaging will become more persuasive and memorable
The ability to create narratives adapted to different audience groups will be mastered
Popular culture inspiration will be transformed into practical business tools

Who is this training for?

Marketing and sales managers

Corporate communication specialists

Brand managers

HR and employer branding specialists

Product managers

Business consultants

Public relations specialists

Prerequisites

Experience in work related to business communication, marketing or sales
Basic knowledge of company communication strategy and values
Ability to identify different audience groups and their communication needs
Openness to creative approach to creating business content

Training program

Historically and scientifically about stories
Storytelling - what is it all about?
Stories in business - in which areas to implement narrative elements to gain market advantage

What is a metaphor and what is an analogy
When and for what purpose to use metaphors and analogies in business communication
Benefits and risks of using metaphor in building business narrative
Creating customer persona as an essential element in selecting the strategic goal of the story

Features of a good story
How to match the form and type of story to the communication goal
Effective narrative schemes used in Hollywood and marketing
Techniques and tools supporting the story construction process in business
Compass rose - dimensions of narrative in business
Creating narrative for marketing activities
Story about the company, its values and mission as a foundation in building trust with customers and employees
Stories as an opportunity in building internal communication and EB activities and in recruitment
Sales message inspired by persuasive narrative elements
Gold rush - journey to the world of culture
Where to look for inspiration for business narrative
How to adapt the message to the audience
Stories and company values - how to connect them coherently
Trends, fashion and kitsch in story-based advertising

Narrative goal as a foundation in business narratives
Constructing stories tailored to company needs

Critical analysis of developed material and modification recommendations

Golden tips and guidelines for further work in the world of stories
Strategy and action plans related to implementing narrative in business
What to do - if something goes wrong
Evaluation

Delivery Methods

Online

Convenience of participating from anywhere
Interactive live sessions with trainer
Materials available for 30 days
No travel costs

On-site

Direct contact with trainer and group
Intensive hands-on workshops
Networking with other participants
Full focus on learning

Frequently asked questions

What are the prerequisites for this training?

For Storytelling in Business - Narrative as a Competitive Advantage Tool we recommend: Experience in work related to business communication, marketing or sales; Basic knowledge of company communication strategy and values; Ability to identify different audience groups and their communication needs.

What is the format and duration of this training?

The training lasts 2 days and is available in online and on-site format. Sessions run from 9:00 AM to 4:00 PM. We can also customize the schedule to fit your team's needs.

Who is this training designed for?

This training is designed for: Marketing and sales managers; Corporate communication specialists; Brand managers.