Session on Building a brand through Storytelling at SMVITM, Bantakal

A very informative and insightful session on Building a brand through Storytelling unfolded the workshop conducted by Ms. Sharada Koti, Training Consultant, for the 1 st and 2 nd year students of SMVITM –MBA Department. The workshop was a unique one as it combined the workhop for two sets of audiences – students and the trainers of ISTD(Indian Society for Training and Development – Udupi-Mangalore Chapter), at the SMVITM campus. In her insightful talk on building brands through storytelling, Ms. Sharada Koti emphasized the transformative power of narratives in creating meaningful connections between brands and their audiences. She prompted the audience to envision a world devoid of stories, leading to reflections on how such a reality might lack civilization, connection, and the bonds that unite people. Ms. Koti illustrated that storytelling is universal and anchored in emotion, often highlighting the power of conflict to inspire action and resonating with authenticity. Engaging the audience further, she conducted an exercise where participants identified brands through their taglines, showcasing their familiarity with brand values. She posited that successful brands focus more on storytelling rather than mere selling, citing notable examples such as Dove and 5 Star through an activity for students to reflect and share how the video ads impacted them. In her view, storytelling is not an ancillary element of branding instead, it serves as the engine that drives customer loyalty. While logos can enhance brand recognition, compelling stories make brands unforgettable. Additionally,. Ms. Koti stressed the importance of relevance and consistency over time, which are crucial for building and sustaining a brand’s identity. The ultimate goal of branding, she concluded, is to forge a personal and emotional connection with consumers, creating sensory and visual impacts that trigger memories, shape brand perceptions, and effectively convey core values and messages.