Introduction to Branded & Corporate Storytelling (IBC-02)

Branded & Corporate Storytelling Course Singapore

Branded & Corporate Storytelling Course

Stories precede desktop publishing, printing, and writing, and are rooted in oral traditions across cultures and geographies. Yet the fundamental aspect of storytelling, shared and private, has remained consistent: to contextualise an event that affects individual and communal perceptions. This course responds to increasing demand for more compelling branded content, from entertainment to education, information to inspiration.

Organisations often struggle to make a genuine impact on their audiences. This course examines the underlying elements and techniques of a brand story, to identify the most effective ways of creating unique stories that stand out using narrative, visual, aural, and linguistic techniques. This course prepares content creators and marketing professionals from all backgrounds to approach storytelling with greater knowledge and rigour. This course is covered by the ASEAN subsidy for eligible participants.

Check my eligibility for ASEAN subsidy

You are eligible for ASEAN subsidy if you are:
1. Legally resident in any of the 10 ASEAN member states, and
2. Enrolling any time from 1 January 2024 to 31 December 2024, regardless of the actual course dates.

Legally resident in any of the 10 ASEAN member states:
The subsidy will apply to you if you are currently holding citizenship, permanent residence, or settled status from:
› Brunei
› Cambodia
› Indonesia
› Lao PDR
› Malaysia
› Myanmar
› The Philippines
› Singapore
› Thailand
› Viet Nam

Enrolling within the ASEAN subsidy period:
The ASEAN subsidy period applies to the date of enrolment, and not to the course session itself, which can be outside this period. ASEAN subsidy is applied immediately at the point of enrolment.

Example 1: ASEAN subsidy will apply
Participant enrols on 20 October 2024 for a course that is starting on 23 February 2025. The date of enrolment falls between 1 January 2024 and 31 December 2024. ASEAN subsidy will apply.

Example 2: ASEAN subsidy will not apply
Participant enrols on 10 January 2025 for a course that is starting on 23 February 2025. The date of enrolment falls outside of 1 January 2024 and 31 December 2024. ASEAN subsidy will not apply.

You can apply the ASEAN subsidy to your enrolment directly from your course enrolment form below. For further queries please call +(65) 6573 7370 or contact us →

1 The story epidemic

Why brand stories succeed and fail

Storytelling in the post-digital era

Stories as personal badges

The psychology of storytelling

Internal and external audiences

Common storytelling approaches

2 Brand and digital strategy

Stories for social media

Metrics and KPIs for storytelling

Storytelling on social media channels

Formats and functions for storytelling

Developing a robust storytelling brief

Integrating / deconstructing identity

3 Community engagement

Building value-driven communities

Mapping authenticity to user journeys

Beyond case studies: B2B storytelling

Beyond entertainment: B2C storytelling

People and ideas: H2H storytelling

Strategies for actionable insights

4 Shapes and structures

Story structures and frameworks

Unique story formats and shapes

Micro and macro storytelling

Story and content repurposing

Reliable and unreliable narrators

Engagement through perspectives

5 Verbal storytelling

Copywriting techniques for stories

Captions, headlines, and posts

Language and sensory triggers

Developing reliable voices

Misinformation and credibility

Storytelling and media releases

6 Visible storytelling

From images to infographics

Storytelling and colour theory

Creative visual techniques

Integrating visuals, words, and brand

How branded should stories be?

Going beyond video: immersion

7 Invisible storytelling

Power of suggestion

Sound effects, voice overs, and tone

Sustaining with pace and structure

Music, mood, emotion, and memory

Sound and realism: implicit triggers

Integrating verbal, visual, and the aural

8 Implementing strategies

Implementation techniques

Moodboards and story ideation

Proper storyboarding techniques

Video and audio scripts: the essentials

Storytelling tools, platforms, and apps

Sustaining a culture of storytelling

9 Beyond your course

Learning continues long after a course ends, with lifelong access to all of your instructors, through CCIL Qrowd™. Regular post-course meet-ups, one-on-one refreshers, and free advanced courses mean full support for brand owners and content producers.

I will understand:

how brands become self-aware through storytelling strategies and methods

which narrative types most accurately reflect real-world audience experiences

the challenges brands and businesses face with sourcing stories from within

why audience expectations sometimes misalign with branded communication

the different approaches to storytelling across online and offline channels

I will be able to:

craft and edit storytelling strategies to meet marketing and business goals

create sustained interest with text, video, image, and AR/VR formats

better structure my brand stories with moodboards, briefs, and frameworks

direct my teams and resources towards building open and meaningful narratives

extend branded storytelling techniques to both digital and analogue platforms

This course does not:

cover in-depth social media strategy: please see Digital & Content Marketing Course →

cover in-depth principles of copywriting: please see Copywriting Course →

Great brand stories begin here. This course focuses on why branded storytelling works, and how to create genuinely open connections with your external and internal audiences across multiple platforms. Great stories typically begin with lots of great questions; this course teaches you to create narratives which are meaningful to audiences, while also fitting into your brand’s digital strategy.

The most effective and memorable pieces of communication are stories. This course supports branding professionals, social media managers, copywriters, human resource teams as they develop brand storytelling strategies and techniques that work for marketing communications, social media platforms, annual reports, media relations, events, employer branding, and brand activation campaigns.

Deepa Vijayan is a trainer and senior communications specialist for government, finance, education, STEM, hospitality, and nonprofit sectors in Singapore and Southeast Asia. Deepa’s practice areas are content marketing, digital culture, branded & corporate storytelling, and arts communication. Her focus is on the intersections between communication and digital culture, healthcare, religion, and the arts.

Deepa is currently completing another degree in religious studies from the University of London. She is part of the interfaith fellowship programme at the Centre for Interfaith Understanding (CIFU) in Singapore. She has led the team at Quantico CCIL since its founding in 2005 and continues to take a hands-on approach to training our participants in the areas of digital marketing, storytelling, and arts communication. More on your convenor →

Deepa Vijayan at the Singapore Writers Festival

Deepa Vijayan serves as a moderator for a publishing panel at the Singapore Writers Festival.

27 + 28 February 2024

Tuesday + Wednesday

Branded Storytelling Course (Feb 2024)