Media Release

Udupi, Feb 27: Shri Madhwa Vadiraja Institute of Technology & Management, Bantakal (SMVITM) organizes an insightful session on ‘Building a brand through storytelling’ for the students of 1st and 2nd year of SMVITM MBA Department, at college premises.

The workshop was conducted by Sharada Koti, training consultant. The workshop was unique as it combined the workshop for two sets of audiences, students and the trainers of Indian Society for Training and Development (ISTD).

Sharada Koti, training consultant, emphasized the transformative power of narratives in creating meaningful connections between brands and their audiences. She prompted the audiences 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.

Sharada Koti, illustrated that storytelling is universal and anchored in emotion, often highlighting the power of conflict to inspire action and resonate with authenticity. Engaging the audience further, she conducted an exercise where participants identified brands through their taglines, showcasing their familiarity with brand values.

Sharada Koti, 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.

Sharada Koti, in her session, 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.