Training: Storytelling to build an efficient branding and communication

For a brand that stands out and leads its market




Over the course of a day, we’ll work with you to develop a strategic storytelling strategy that will enhance your branding and communication. Today, more than ever, the success of your business depends on communication: your customers need effortless access to the key information that will motivate them to buy. To do this, you need to attract attention, engage your audience, generate interest in your value proposition and motivate them to buy.

  • Know how to evaluate the performance of your branding, storytelling and communication
  • Know how to target the right customers effectively and optimise your efforts
  • Build a clear and unique positioning with a value proposition
  • Know how to build strategic and inspiring content marketing
  • Be able to create strong communication and customer-focused storytelling


[For Whom ?]

This seminar is aimed at company directors, heads of marketing teams and entrepreneurs who want to generate greater impact in their branding and communications to raise their profile, convince, motivate and unite their customers.

This actionable, human training programme will give you the benefit of international experience and proven, effective tools to develop your company or brand and enhance the skills of your teams.

An approach that offers you a clear and engaging value proposition for your brand, based on impactful storytelling.



7 hours or 14 hours


From 9 am to 12pm and from 1pm to 5pm


Face to café or Visio Zoom


None : a working document is handed out

1 –Reflection and audit: evaluate your branding, your storytelling and your communication

  • Keynote: Conference to raise awareness of the theme
  • Breaking the ice: Personal story
  • Assessing the current performance of your branding, storytelling and communication
  • Definition of KPIs and return on investment
  • Real-life exercise: each participant works on their own company or brand

2 – Targeting effectively: optimising your efforts with the right customers

  • Segmenting your target market
  • Targeting: Choosing an inclusive target for segmentation
  • Creating a persona
  • Real-life exercise: each participant works on their company or brand

3 – Build a clear and unique positioning

  • Building your positioning
  • Developing a unique and strong identity
  • Defining your anchor point and point of differentiation
  • Creating your storytelling and capitalising on your history
  • Developing your Mission
  • Vision: How to achieve your mission
  • Real-life exercise: each participant works on their own company or brand

    4 Building strategic and inspiring content marketing

    • Defining your value proposition
    • Branding: Translating your identity into the marketing mix, management and communications
    • Creating quality content
    • Drawing up an editorial calendar

    5 – Create strong communication and customer-focused storytelling

    • How to create a communication plan
    • How to communicate effectively
    • How to develop a campaign and a creative platform
    • How to translate positioning into effective and impactful communication
    • How to understand and apply the optimal narrative framework
    • How to remain consistent and complementary in an omnichannel strategy and across different media
    • Real-life exercise: each participant works on their own company or brand


    The terms and conditions and deadlines for access are as follows:

    Trainees are considered to have registered when :

    1. The prerequisites and requirements have been identified and validated
    2. The agreement has been signed
    3. The invoice has been paid

    Registration requests can be sent up to 5 working days before the start of the course.

    A small dose of theory… because it’s important to speak from the same frame of reference.
    Examples and role-playing… to illustrate AND exercises to do based on how you work.
    An animated support will be commented on during the training and you will receive PDF summaries during the course.

    Whether you are recognised as having a disability or not, making our training accessible to everyone is part of our commitment and corresponds to our vision of « respect » (no judgement and no discrimination).
    respect (no judgement and no discrimination).
    If you need compensation or adaptation in terms of content, materials, location, equipment, timetables or pace, we’re here to help! We can’t guarantee that we’ll be able to satisfy your needs, but we can
    we can promise you that we will put all our energy into trying.

    [Meet your coach]

    After a career in international marketing and consumer research for major brands such as Coca-Cola, Yoplait and Alpro, Cyril JAMELOT founded Cecydi. He is now a Lecturer and Consultant in Strategic Storytelling and the author of several books, including « I love Marketing » and « Les secrets du Storytelling Stratégique ». He works with brands and those who shape them to help them capture attention and engage consumers through content, from market and consumer research to strategic consultancy and leading strategic storytelling seminars. He is also a regular speaker at business schools on consumer behaviour, innovation and creative marketing. Each intervention is an experience that delivers an impactful message, actionable strategies for measurable results, and teams that rediscover meaning and motivation, to finally generate an optimal customer experience.