Storytelling for Brands
A course by Claudio Seguel, Publicist and consultant
Learn to build stories that resonate with your audience and convey your brand values
If you want your ideas to be heard, telling stories is a crucial part of getting your message across. For advertising specialist Claudio Seguel, storytelling is an essential strategy to engage any audience. He runs his own consulting firm where he helps companies build their brand by telling stories that convey their values.
In this course, discover the secrets to brand storytelling and how to craft a compelling narrative interwoven with brand values. Learn to identify your target audience and tell a story that connects with them on an emotional level.
What will you learn in this online course?
15 lessons & 27 downloads
- 98% positive reviews (534)
- 13,280 students
- 15 lessons (2h 48m)
- 27 additional resources (14 files)
- Online and at your own pace
- Available on the app
- Audio: Spanish, English, French, Italian, Portuguese, Turkish
- Spanish · English · Portuguese · German · French · Italian · Polish · Dutch · Turkish
- Level: Beginner
- Unlimited access forever
What is this course's project?
Craft a compelling story for a brand of your choice that resonates with their audience while conveying their values.
Projects by course students
Who is this online course for?
Anyone with an interest in advertising or marketing, regardless of their experience, as well as entrepreneurs who want to learn how to build a story for a project, product, or service.
Requirements and materials
To take this course, you just need knowledge of basic marketing terms and a desire to tell stories.
Reviews
Claudio Seguel
A course by Claudio Seguel
Claudio Seguel is a publicist, strategic storyteller, and CEO of the consulting agency Brand Story.
He holds a master's in strategic communication from the Pontificia Universidad Católica de Chile, and has more than 15 years of experience in the advertising industry, working in agencies such as Prolam Young and Rubicam as well as Leo Burnett. He later decided to set up his own consultancy, Brandstory, to help companies build their brands. He currently teaches courses on storytelling for advertising at the university where he studied.
Content
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U1
Introduction
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Who I am
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My influences
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What will we do in the course?
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U2
Storytelling and Marketing
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The art of storytelling
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Storytelling and brands
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U3
How to build a brand story
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From "what I am" to "who I am"
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Focusing on the stories
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Archetype (part 1)
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Archetype (part 2)
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Hearing (part 1)
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Hearing (part 2)
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Brand story
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U4
Boosting the story
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Characteristics of a trust story (part 1)
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Characteristics of a trust story (part 2)
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Brand voice
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FP
Final project
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Storytelling applied to marketing
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What to expect from a Domestika course
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Learn at your own pace
Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.
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Learn from the best professionals
Learn valuable methods and techniques explained by top experts in the creative sector.
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Meet expert teachers
Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.
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Certificates
PlusIf you're a Plus member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.
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Get front-row seats
Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.
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Share knowledge and ideas
Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.
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Connect with a global creative community
The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.
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Watch professionally produced courses
Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.
FAQs
Storytelling is the art of telling stories to create an emotional bond with your audience. In advertising copywriting, it’s used to craft memorable messages that strengthen brand identity and persuade customers.
This course is designed for intermediate learners, perfect for those with basic communication or marketing knowledge who want to dive deeper into narrative techniques applied to brands.
Prior experience isn’t required, but having a basic understanding of communication, branding, or copywriting will help you get the most out of the course.
You’ll learn how to craft brand stories, use archetypes, apply narrative structures like the hero’s journey and dramatic arc, and emotionally engage your audience to boost your branding strategy.
The course teaches you to identify your audience’s emotions and motivations, use persuasive storytelling techniques, and build authentic stories that create empathy and loyalty toward your brand.
All you need is internet access and a device to view the content. It’s recommended to have a notebook for taking notes and access to basic digital tools like Google Drive for practical exercises.
Brand archetypes are universal personality and behavior patterns applied to brands to create consistent and memorable stories. You’ll learn how to identify and use relevant archetypes in your communication.
Very impressive, I'm starting today. Hope find what I'm looking for
Muy interesante
Até o momento foi o melhor curso que realizei na plataforma, o professor realmente trás conteúdo que agrega. Parabéns!
Definitivamente recomiendo este curso. Usa un lenguaje fresco y accesible, ademas me ha permitido valorar mis propias historias de vida
good content