• Facebook
  • Instagram
  • RSS
  • Twitter
Contact The Writing Coach today

The Writing Coach

Literary Consultancy and Coaching for Writers from Jacqui Lofthouse

  • Home
  • About The Writing Coach
    • Testimonials
    • Novels by Jacqui Lofthouse
    • Media and Journalism
  • Services
    • Coaching and Mentoring for writers
    • Coaching Fees
    • Literary Consultancy
    • Literary Consultancy Fees
    • The Ultimate Literary Coaching Programme
    • Coaching for Poets
    • Proofreading and Copyediting
    • Get Black on White: A Guide to Productivity and Confidence for Writers
  • Membership at The Writing Coach
    • Online Writing Course
  • People
    • Meet the Team
    • Clients
    • Recommendations
  • Blog
    • Archives
    • Popular Posts
  • Contact
    • Privacy Policy
    • Cookie Policy
  • Clients Area
    • Members Login
    • New Client Area (Literary Consultancy)
    • Literary Agent Submissions

Branding Workshop for Content Creation at The Shard, London

July 2, 2016 by Jacqui Lofthouse Filed Under: Character, Community, Confidence, Corporate, Events, Inspiration, Markets for your work, Networking, Teaching, Writing Exercises Leave a Comment

I had the great pleasure recently to lead a branding workshop for content creation at The Shard, London. What a wonderful venue for a workshop this was, with a glorious panoramic view of London. This short video put together by Tom Hewitson gives a flavour of the event.

The workshop for Tom’s Content Lab was entitled ‘Bringing Brands and Bots to life’.

Content Lab is a monthly get together for writers, designers, product managers and anyone else interested in making products and problems easier to understand.

Workshop Participants at Content Lab

Using creative writing techniques to lend character to brands

The workshop I led used creative writing techniques to lend character to brands. The aim was to enable participants to find new ways of creating characters which might then be used to encourage readers and consumers to better identify with brands. I began the content creation workshop using the same creative writing exercises that I’d use with writers of fiction. We studied paintings to inspire us and worked with props and cue cards with suggested sensory details, such as particular smells or locations. We worked using free writing techniques, and those attending were able to enjoy creating in such an open-ended way. Later, we applied these techniques more specifically to characters that related to products, working in teams.

Tom is particularly interested in ‘bots’ – the user-friendly robots such as Apple’s Siri – and how these bots can encourage consumer loyalty. Each of the teams came up with characters that might help a reader/user identify with a brand. For example, one of the teams came up with a ‘Farmer Bot’ with a very particular voice and character to engage potential customers of an organic fruit and veg. delivery service. The participants seemed to really enjoy this exercise. There was a lot of laughter and it was fabulous to witness how quickly they were able to use the techniques to invent really unique characters that helped us to understand the nature of the relevant product.

We had a hugely enjoyable evening and I was delighted at the feedback after the content creation event. Content Strategist Stephen Wilson-Beales, Head of Editorial at Global Radio, London, also wrote a lovely blog post about the event here: Using Creative Writing Techniques to shape Content Design.

A big thank you to Tom Hewitson for hosting the workshop. I definitely aim to lead more workshops of this nature and would welcome enquiries from organisations looking to encourage a different approach to creativity in their teams.

If you are a content creator, I’d love to hear whether you use fiction-related techniques in your work and how you might develop such ideas.

If you enjoyed this

Sign up for blog updates

Subscribe

or

Read other popular posts

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

So good to know my ebook ‘Get Black on White’ So good to know my ebook ‘Get Black on White’ continues to inspire others - Thank-you @hernanfitte 
*
*
*
*
*
 #writing #writingcoach #creativewriting  #writersofinstagram #amwriting #fictionwriters #amediting #writerslife #writersblock #inspiration
The first in our series of book ‘Acknowledgement The first in our series of book ‘Acknowledgements’ pages - for the work our Founder @jacquilofthouse does with writers. Here @sacuthbert Sara Bailey’s ‘Dark Water’ published by Jacqui’s imprint of @blackbird_bks @nightingale_editions 

It was such a joy to work on this book and to visit Orkney for the launch. 

“I couldn't help but be fascinated by this book. It uses the Orkney setting beautifully, and the islands are intertwined with the story of a woman facing the past she'd evaded for years: both in the clarity of the light and the roughness of the sea. It uses suspense and structure with skill ...The final scene was brilliantly described. Suspense, sex and selkie girls: irresistible!” – Amy Liptrot, author of The Outrun, Winner of the Wainwright Prize 2016 

*
*
*
*
*
 #writing #acknowledgements  #writingcoach #creativewriting #writersofinstagram #amwriting #fictionwriters #writerslife #publisher #psychologicalthriller
During these days when we can’t yet be together During these days when we can’t yet be together again, it’s great to look back at the fun we’ve had together as a writing community.

Here’s a flashback to 2018 when the wonderful @landrylie hosted The Writing Coach’s Routes to Publication evening at @googleacademyupc (thank you Dan!)

Who’s looking forward to such events again as soon as it is safe to do so? 

What kind of events for writers both online and in person would you love to experience?  Here we were with @louisedoughtyauthor @blackbird_bks @johnmitchinson @roopafarooki @alicejolly_ 
*
*
*
*
#writingcommunity #writing #writingcourse #writingcoach #creativewriting #kajabi #writersofinstagram #amwriting #fictionwriters #amediting #writerslife
My latest newsletter -link in bio “2021 repres My latest newsletter -link in bio 

“2021 represents a fresh start for so many of us. After a year like the one we’ve just lived – we have so much to say and so many stories to tell…
If you’re anything like me, you have a book (or play or poetry collection) just waiting to be completed – and probably another idea lined up for after that – and you are determined to get that idea down on the page this year.
We’ve all been shaken by the experience of 2020. How could we not be? We’ve witnessed a fundamental shift in our reality. Of course, everyone’s experience of the past year is different. Yet one thing I do know: in the midst of the losses and the grief, the loneliness and the heartache, it has also been possible to grow creatively, to experience moments of exquisite wonder and to glimpse the first signs of new possibilities ahead.”

*
*
*
*
*

#writingcourse #writingcoach #creativewriting #kajabi #writersofinstagram #amwriting #writingcommunity #fictionwriters #amediting #writerslife
I’m super-excited to have just launched my new M I’m super-excited to have just launched my new Membership group for writers ... Inside Story!  (Link in bio)

It’s aimed at writers who are serious about completing a book (or play/screenplay/poetry collection) in 2021! All writers will be welcome from beginners to published professionals. There will also be weekly 'write-ins' by Zoom to write alongside others, special guest authors and downloadable resources.

The weekly classes on Zoom will cover aspects of craft, focus and productivity as well as the industry and marketing our work. It’s for writers internationally, not just in the UK as classes will be held in different time zones. I’d love to see you Inside...

*
*
*
*
*
*
*
*
#writingcourse #writingcoach #creativewriting #kajabi #writersofinstagram #amwriting #writingcommunity #fictionwriters #amediting #writerslife #writingclass
Follow on Instagram

Become a Client

I work to support you as you develop a writing life that is engaging, sustainable and productive.

Learn about my Coaching and Mentoring Services for ongoing support of your writing. I also offer Literary Consultancy for tailored manuscript assessment.

Get the Newsletter

Become a subscriber and receive Jacqui's free ebook Get Black on White: 30 Days to Productivity and Confidence for writers.

Copyright © 2021 · The Writing Coach · Design customised by Goburo