Vol.15, No.3, August 2026.                                                                                                                                                                          ISSN: 2217-8309

                                                                                                                                                                                                                        eISSN: 2217-8333

TEM Journal

TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS

Association for Information Communication Technology Education and Science

Development of a Design Thinking-Based Storytelling Learning Model to Improve Brand Identity among Emerging Entrepreneurs

Jidapha Yoorubsuk, Siwaporn Linthaluek, Naphatsanan Suwannawong, Pratheep Vijitsribhaiboon

© 2026 Jidapha Yoorubsuk, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)

Citation Information: TEM Journal. Volume 15, Issue 3, Pages 2811-2826, ISSN 2217-8309, DOI: 10.18421/TEM153-66, August 2026.

Received: 25 June 2025.
Revised: 18 February 2026.
Accepted: 18 March 2026.
Published: 27 August 2026.

Abstract:

This study aims to develop a design thinking-based storytelling learning model to enhance brand identity development among emerging entrepreneurs in the digital economy. New entrepreneurs often struggle to differentiate their brands due to the absence of a clear and coherent brand identity. Although previous studies have examined design thinking and storytelling separately, limited research has integrated these approaches into a unified learning framework for brand development. This study employed a developmental research methodology consisting of three phases: Model synthesis through the integration of design thinking and storytelling concepts, expert validation of the proposed model, and implementation in a digital storytelling course. The results indicate that the proposed model achieved high content validity (CVI = 0.95), while student outcomes demonstrated visually compelling, strategically aligned, and emotionally engaging brand identities, with the strongest performance observed in practical usability and consistency.

Keywords – Design thinking, storytelling, brand identity, learning model, emerging entrepreneurs.

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