The storytelling structure.
The hero's journey.

The storytelling structure.

The concept of storytelling arose from the need to transmit content, which is confused with the beginning of humanity. The best way to use this tool is to start with facts from the company itself, which must be reorganized within the context of a plot in order to obtain a story. Its methodology involves a series of techniques for the construction of the fictional universe, the evolution of the narrative, the development of the characters, and the “hooks” that hold the public’s attention.


  • Pure story – the original story, or the angle still unexplored;

  • Raw material – where points are defined as memory – symbolic events of the brand or person, the technique to be used and where to improve the story – what is missing, what the conflict is, and where the character needs to undergo transformations;

  • High Concept – mainline, what the story will talk about;

  • Filling the story – the characters, ties, places, and artifacts that are part of and give meaning to the narrative. This way we can start building it and define what is special about it, at what time it is, what message it wants to pass, and where it wants to get to.


  • Self-promotion – being able to sell your idea and even your image effectively;

  • Memory – transforming the company’s history into history and thus eternalizing its memory;

  • Brand belief – turning stakeholders into ambassadors, acting as brand advocates;

  • Training – it is the function of entertaining and yet building new talents;

  • Launch – consists of launching a new brand (product/service) with high brand awareness (consumer perception);

  • Active heritage – develop a history in which the theme remains even after decades;

  • Branding – adding value to the brand, highlighting uniqueness (unique benefit);

  • Long Tailing – the drop in the market cost when creating a brand differentiation;

  • Share of wallet – increase sales by establishing a new consumption habit;

  • Share of heart – getting closer to people by establishing emotional bonds.


  • Knowledge – Within a story, it is easier to assimilate the data provided, so the stories contribute so that people get to know something more quickly and satisfactorily;

  • Contextualization – Contextualized messages tend to have less resistance, creating a situation where the public keeps their full attention, focused on the message being transmitted;

  • Projections – The person can project himself into the story, identifying with the character, fitting into the story, and getting more attention;

  • Involvement – People get involved with the story, dedicate their time to it, show more intimacy when listening to stories;

  • Establishing value – A brand can add value to its product through history, after all, stories are passionate, and people use stories when deciding on a purchase;

  • Spontaneous dissemination – It is not necessary to invest anything for a good story to be disseminated, people who engage in history do this, passing from person to person. A great benefit from the perspective of Communication;

  • Perenniality – Stories can be eternal, whenever they are told they stay alive and are disseminated by everyone. A good story can last for centuries;

  • Experience – Brands can provide the experience of history, influencing them through the brand experience;

  • Connections – Stories create situations in people’s imagination, establishing connections with other universes, playing with playfulness and the collective imagination;

  • Engagement – This benefit allows people to participate in the story, complement it, give their opinion, and feel part of it;

  • Change of perception – A new and well-told story can change people’s perception of a topic, the possibilities within the corporate environment being endless, always obtaining a new perception whenever necessary.

The Connection with the Public Starts in the Structure

A good story is one that has a connection with your audience and, for that, it must have recognizable structural patterns and points of contact with your reality.

In the book “The Hero with a Thousand Faces”, Joseph Campbell, one of the greatest mythologists of all time, performs an analysis of the structure of myths, legends, and fables, as well as modern stories and film scripts. He found that in all stories there is a heroic figure, who does not necessarily need to be a person, and that the narrative revolves around his tribulations.

Hero’s Journey

According to the event’s structure developed by Campbell, the hero goes through 12 stages:

  1. Common world: the hero is presented in his day-to-day;
  2. Call to adventure: your routine is broken by something unexpected, unusual, or unusual;
  3. Refusal to call: he does not want to get involved and prefers to continue his daily life;
  4. Meeting with the Mentor: it can be either with someone more experienced or with a situation that forces you to make a decision;
  5. Crossing the Umbral: the hero decides to enter a new world and his decision may be motivated by something that compels him, even if that is not his option;
  6. Tests, allies, and enemies: in the world outside its normal environment, the hero will pass tests, receive help (expected or unexpected) from allies, and will have to face enemies;
  7. Approaching the objective: it approaches the objective, but the tension increases and everything is undefined;
  8. Maximum probation: It is the peak of the crisis;
  9. Achievement of the reward: after the maximum ordeal, the hero achieves the reward;
  10.  Way back: after achieving your goal, return to the previous world;
  11. Debugging: the hero may face a secondary plot not fully resolved previously;
  12. Transformed return: the hero returns to his world, but he is no longer the same.

With a focus on marketing (the hero being, in this case, your company, your product, or your service), the main connection models used, in addition to the hero journey already described above, are:

Accidental Hero (Reluctant Hero)

In this format, the brand places itself as someone who is in the position of hero by chance. He had a problem, figured out how to solve it, and passed the solution on to some friends. Your reputation was consolidated and more and more people started looking for you until you started your business.

Us Against Them

The secret here is to position yourself differently from the rest of the competitors, who theoretically hide secrets from consumers. You are clearly not one of them, but someone like your client and so can really help you.

The Journey of the Common Man

You present yourself as a simple person who has succeeded and not a highly prepared personality who may seem unattainable. In this way, you generate an identification of these future customers with their history, creating in their minds the hope of achieving success just like yours.

From Failure to Fame

What matters here is the association with an ordinary person who had a specific problem, until something happened and a discovery was made that revolutionized his life. And now you want to share this idea that can make your client come out of failure and go to fame.

We are Similar

As the name implies, the focus is identification. You put yourself as a lot like the client and therefore you are able to understand him, after all you have the same dreams and fears. But you found the solution to your problem and decided to share it with everyone.

Leandro Correa

Beat Communication

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