Diploma: Corporate Storytelling

Objective

Identify and apply tools, techniques, and narrative processes to develop stories that reflect corporate values and vision, strengthening brand identity, optimizing internal and external communication, and positively influencing the perception of the company.

At the end, participants: 

1. Develop and structure corporate narratives that reinforce the company's identity and values, tailored to different audiences and strategic objectives.
2. Evaluate and analyze the impact of stories on brand perception, internal communication, and relationships with the company's departments.
3. Identify areas of opportunity to apply storytelling in contexts such as branding, internal communication, crisis management, sales, and marketing.
4. Use narrative tools and techniques to create effective content in multiple formats (presentations, campaigns, corporate messages,

Directed to

Anyone with basic knowledge in business communication, marketing, branding, or public relations; who has the ability for written and verbal expression, as well as the skills to analyze and synthesize information; and who possesses creative and analytical thinking.

Content

Module 1:  Introduction to Corporate Storytelling

• Definition and origin of storytelling.
• Differences between personal and corporate storytelling.
• Psychology behind storytelling (how stories affect the mind and emotions). 1.4.-Success cases in corporate storytelling.
• Importance of authenticity and coherence in the message.

Module 2:  The Elements of a Good Story

• Elements of storytelling: character, conflict, plot, and resolution. 
• Character development and construction of archetypes.
• The conflict as a narrative engine: types of conflicts in the business environment.
• Creation of strategic plots and turning points.

Module 3:  Storytelling and Corporate Branding

• The storytelling as a pillar of brand identity.
• Brand archetypes and their relationship with storytelling.
• Brand values: how to convey them through stories.
• Creation of the origin story (origin story) and its emotional connection.

Module 4:  Techniques and Formats of Storytelling

• Narrative techniques: omniscient narrator, first-person narrator, spiral structure, among others. 
• Use of metaphors, analogies, and symbols in corporate narrative.
• Storytelling formats: visual, auditory, written, and audiovisual.
• Adaptation of the message according to the audience and the channel.
• Practical application workshop: creation of stories in various formats.

Module 5:  Storytelling for Internal Communication

• Building organizational culture through storytelling. 
• Leadership narrative: how leaders tell stories.
• Team stories and success narratives.
• Managing organizational change using stories.
• Story creation dynamics for internal communication.

Intructores

MBA. Eckaterine Fletez

Mtra. Katia Araujo

LEM. Jonathan Gonzalez