Best seller

Storytelling for Brands

A course by Claudio Seguel
Publicist and consultant. Tulsa, Chile.
Joined March 2019
, Publicist and consultant

Learn to create stories that reach the audience and instill your brand values

  • Best seller Spanish with subtitles in English
  • 97% positive reviews (466)
  • 10707 students

Learn to create stories that reach the audience and instill your brand values

Spanish with subtitles in English
  • 97% positive reviews (466)
  • 10707 students
  • Online and at your own pace
  • Audio: Spanish
  • Level: Beginner
  • 15 lessons (2h 48m)
  • Available on the app
  • Spanish, English, Portuguese, German, French, Italian, Polish, Dutch
  • Unlimited access forever
  • Certificate upon completion of the course

Telling ideas is important, but telling stories is essential. Under this premise, the publicist Claudio Seguel explains how storytelling is an essential strategy to create engagement with the audience. He has his own consultancy where he advises companies on brand building and the idea of transmitting their values through stories.

In this course, you will learn the steps to create a brand storytelling and identify and connect with your audience, also generating a story that transmits your brand or personal brand values.

What will you learn in this online course?

Course table of contents

  • U1
    U1. Introduction
  • U2
    U2. Storytelling and Marketing
  • U3
    U3. How to build a brand story
  • U4
    U4. Boosting the story
  • FP
    FP Final project
View details

Claudio will make a brief presentation, he will explain a little more about his life and his beginnings on a professional level, like where he worked and what projects he developed. He will also tell you about what factors and references influenced him throughout his career.

You will see what storytelling , when it began to be used and you will find out why it is so important in marketing. You will receive tips to get a really effective narrative.

Claudio will address the great paradigm shift that the advertising sector has undergone, as brands have decided to focus on people instead of products and services. Therefore, you will see that it is now more important than ever to make a storytelling that connects with them.

Based on the model developed by Claudio, Focustory , you will discover how to start building a brand account by asking yourself several questions about it, such as who is it, what is your current situation or what is the purpose?

To lay the foundations of the story it is good that you make a holistic observation in the first place - Claudio will explain to you what it is and how it can help you - and that you look at the audience. It will also explain what Carl Jung's archetypes are, how they are applied to marketing and how to identify one that goes hand in hand with your future story. You will decide who your audience is and once done, you will answer questions such as what characterizes them, what excites them and what doesn't, and how that can affect your story.

You will start writing the story that connects with your audience following all the stages of dramatic arc that you will learn with Claudio, so you can work on them in the storytelling brand.

Finally, you will see the basic characteristics that a story must have to build trust. You will also learn what Brand Voice to give a final format to your storytelling , and that you can apply it from now on in your brand stories.

What is this course's project?

Make a storytelling or story for a product, service or personal brand, based on who says it and for what purpose; So then understand what to tell, to connect emotionally with the audience, to connect emotionally with the audience and build on brand values.

Projects by course students

Who is this online course for?

To people who have marketing knowledge even if that is not their area of expertise, and enterprising people who want to learn to build a story for a project, product or service.

Requirements and materials

Knowledge of basic marketing terms and desire to create stories are needed.


10707 Students
466 Reviews
97% Positive ratings

Claudio Seguel

A course by Claudio Seguel

Teacher Plus
Publicist and consultant

Claudio Seguel is a publicist, CEO and strategic storyteller of Brand Story.

Master in strategic communication at the Pontifical Catholic University of Chile, he has been in advertising for more than 15 years, working in agencies such as Prolam Young and Rubicam, Leo Burnett, among others. Then he decided to set up his own consulting firm Brandstory , to advise companies on brand building. He currently works as an academic at the Pontifical Catholic University of Chile for the Advertising Stories course.


  • U1


    • Who I am
    • My influences
    • What will we do in the course?
  • U2

    Storytelling and Marketing

    • The art of storytelling
    • Storytelling and brands
  • U3

    How to build a brand story

    • From "what I am" to "who I am"
    • Focusing on the stories
    • Archetype (part 1)
    • Archetype (part 2)
    • Hearing (part 1)
    • Hearing (part 2)
    • Brand story
  • U4

    Boosting the story

    • Characteristics of a trust story (part 1)
    • Characteristics of a trust story (part 2)
    • Brand voice
  • FP

    Final project

    • Storytelling applied to marketing

What to expect from a Domestika course

  • Learn at your own pace

    Enjoy learning from home without a set schedule and an easy-to-follow method. You set your own timetable.

  • Learn from the best professionals

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

  • Meet expert teachers

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

  • Earn a certificate with every course

    Get a personalized and signed 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 are 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 texts, tasks, and practice exercises to 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, and 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.

  • When you complete a course you'll get your personalized certificate instantly. 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

Storytelling for Brands. Marketing, Business, and Writing course by Claudio Seguel Best seller

Storytelling for Brands

A course by Claudio Seguel
Publicist and consultant. Tulsa, Chile.
Joined March 2019
  • 97% positive reviews (466)
  • 10707 students