Example reﬂection - storytelling by Sara Perez

Challenge & Selection

I use the design tool storytelling because I feel it can connect business with people. Not only

is it useful for making new strategies and brand positioning, but also to create trust and

loyalty with our customers. In my process, ﬁrst, I deﬁne the business story in three parts:

introduction, confrontation, and resolution. Second, investigate who the audience is, where

they come from and what they need, so I can conceptualize brand values and improve its

communication channels. If I don’t have tools like that, I only create empty stories without

purpose.

Application

I use storytelling to create content for a brand on Instagram. First, I have to do research and

meet the client because I need to ask a lot about new ideas and know what needs to be done

to conceptualize its brand values. I seek to develop content that highlights human factors

and the brand's tone of voice. It has to be sincere and short copy as my aim is to connect

emotionally with customers and not bore them into the process. It has to contain the

inspirational idea that there is a person with a difﬁculty and tell how they overcame it. Once

the writing is ﬁnished, I read it out loud to hear how it sounds; I also ask my friends how it

sounds and what resonates with them. After making the necessary corrections, I publish it

and measure how the audience responds to see the impact it created.

Insight & Approach

Texts created from storytelling improve the communication of brands because they make a

more natural and empathetic relationship with the audience. Society is looking for this type

of connection in a globalised world full of companies looking to sell their services or

products. The important thing is to stand out from the rest and create a brand tone of voice

that is related to the brand values. Therefore, storytelling is an interesting way to tell a story

and connect with the needs of your customers. I would like to keep improving my writing

skills through practice to create more emotional stories because it is important to tell good

stories that change the day or the perspective of the people who read you.


Example reﬂection - storytelling by Sara Perez Challenge & Selection I use the design tool storytelling because I feel it can connect business with people . Not only is it useful for making new strategies and brand positioning , but also to create trust and loyalty with our customers . In my process , ﬁrst , I deﬁne the business story in three parts : introduction , confrontation , and resolution . Second , investigate who the audience is , where they come from and what they need , so I can conceptualize brand values and improve its communication channels . If I do n’t have tools like that , I only create empty stories without purpose . Application I use storytelling to create content for a brand on Instagram . First , I have to do research and meet the client because I need to ask a lot about new ideas and know what needs to be done to conceptualize its brand values . I seek to develop content that highlights human factors and the brand 's tone of voice . It has to be sincere and short copy as my aim is to connect emotionally with customers and not bore them into the process . It has to contain the inspirational idea that there is a person with a difﬁculty and tell how they overcame it . Once the writing is ﬁnished , I read it out loud to hear how it sounds ; I also ask my friends how it sounds and what resonates with them . After making the necessary corrections , I publish it and measure how the audience responds to see the impact it created . Insight & Approach Texts created from storytelling improve the communication of brands because they make a more natural and empathetic relationship with the audience . Society is looking for this type of connection in a globalised world full of companies looking to sell their services or products . The important thing is to stand out from the rest and create a brand tone of voice that is related to the brand values . Therefore , storytelling is an interesting way to tell a story and connect with the needs of your customers . I would like to keep improving my writing skills through practice to create more emotional stories because it is important to tell good stories that change the day or the perspective of the people who read you .