Strategies for Brand Storytelling

A course by Anita Cufari
Creative Consultant. Madrid, Spain.
Joined July 2005
, Creative Consultant

Learn copywriting techniques to convey a brand’s personality, values, vision, and voice

  • Spanish with subtitles in English
  • 100% positive reviews (5)
  • 260 students

Learn copywriting techniques to convey a brand’s personality, values, vision, and voice

Spanish with subtitles in English
  • 100% positive reviews (5)
  • 260 students
  • 12 lessons (1h 49m)
  • 30 additional resources (10 files)
  • Online and at your own pace
  • Available on the app
  • Audio: Spanish
  • Spanish, English, Portuguese, German, French, Italian, Polish, Dutch
  • Level: Beginner
  • Unlimited access forever

If nothing at the supermarket was labeled, what would you choose? This question posed by Anita Cufari, also known as @anitaideas, is intended to make you reflect on the importance of brand storytelling. In this online course, come to understand that every brand, however big or small, needs a powerful and cohesive communication system.

Storytelling is what makes a product memorable and, more specifically, the one ultimately chosen by the consumer. Throughout the course, learn to devise a storytelling strategy using copywriting resources. Using the narrative engine, define the character, values, vision, and, above all, voice of the brand, which always has a story to tell.

What will you learn in this online course?

Course table of contents

  • U1
    U1. Introduction
  • U2
    U2. Preparation: warming up engines
  • U3
    U3. Brand universe
  • U4
    U4. Your brand storytelling strategy
  • FP
    FP Final project
View details

To start off, Anita Cufari, also known as @anitaideas, talks about how she got started in the advertising world and shares some of the sources of inspiration she has used throughout her career across a number of different projects.

Next, take a look at the basic concepts of storytelling, brand storytelling, and copywriting in order to understand their differences and why coherent stories are important to the public. Then Anita teaches you to create a project brief.

Once you've compiled all your research, it's time to start building your brand's universe. Beyond merely the product itself, discover how to identify sensations, emotions, and moments related to the product that can be effectively included in your storytelling strategy.

To wrap up the course, design the strategy document step by step. Begin by defining what and who the brand is before analyzing the competition. Finish up by developing the tone of voice and decide on what topics to draw from in order to better connect with your audience.

What is this course's project?

Build a brand narrative and put together a coherent strategy document detailing your design.

Who is this online course for?

Anyone wanting to create brands with a distinct personality and bags of character.

Requirements and materials

To take this course, all you need is an open mind ready to explore different creative paths.

For materials, you need paper, a pen, and a computer installed with the word processor of your choice.


260 Students
5 Reviews
100% Positive ratings

Anita Cufari

A course by Anita Cufari

Teacher Plus
Creative Consultant

As a child, Anita Cufari enjoyed flicking through old magazines, gazing at the ads and dreaming of one day appearing in one of the prime-time television slots. Throughout her professional career, she has been the ideas person, using her creativity to work closely with brands, and is currently known on social media as @anitaideas.

Although she is yet to grace our TV screens, she has written a large number of commercials for brands including McDonald's, Verizon, T-Mobile, Honda, Toyota, and Lexus. She also collaborates with the press giving classes on brand storytelling, strategy, communications, branding, creative processes, conversational design, and UX writing. She is also author of the book Storytelling y Copywriting. Cómo contar la historia de tu empresa.


  • U1


    • About Me
    • Influences
  • U2

    Preparation: warming up engines

    • Giving meaning to your brand
    • Storytelling and brand storytelling: differences and similarities
    • The information you need to work: the brief
  • U3

    Brand universe

    • Creating brands that are lived and felt
    • Tone of voice: the brand in words
  • U4

    Your brand storytelling strategy

    • What is and who is the brand
    • Competition and segment
    • Communication tone
    • Content territory
    • Conversation
  • FP

    Final project

    • Strategies for Brand Storytelling

What to expect from a Domestika course

  • 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.

  • Learn from the best professionals

    Learn valuable methods and techniques explained by top experts in the creative sector.

  • Meet expert teachers

    Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.

  • Certificates

    If you're a Plus or PRO member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.

  • 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.

  • 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.

  • 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.

  • Watch professionally produced courses

    Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.


Domestika's courses are online classes that provide you with the tools and skills you need to complete a specific project. Every step of the project combines video lessons with complementary instructional material, so you can learn by doing. Domestika's courses also allow you to share your own projects with the teacher and with other students, creating a dynamic course community.

All courses are 100% online, so once they're published, courses start and finish whenever you want. You set the pace of the class. You can go back to review what interests you most and skip what you already know, ask questions, answer questions, share your projects, and more.

The courses are divided into different units. Each one includes lessons, informational text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with the teacher and with other students, as well as share your work and your course project, creating a community around the course.

You can redeem the course you received by accessing the redeeming page and entering your gift code.

If you're a Plus or PRO member, when you complete a course you'll instantly get your personalized certificate. You can see all your certificates in the Certificates section of your profile. You can download your certificates as PDFs and share the link online. Learn more about certificates
Strategies for Brand Storytelling. Marketing, and Business course by Anita Cufari

Strategies for Brand Storytelling

A course by Anita Cufari
Creative Consultant. Madrid, Spain.
Joined July 2005
  • 100% positive reviews (5)
  • 260 students