One way to prove authenticity is through story-showing – Oluleye
By Felicia Nwosu
Obaloluwa Oluleye, Product Manager and a communication expert with Connect Marketing Services, said that, for brands to cut through all the noise and clutter at a time when capturing customers’ attention is more challenging than ever, they should go beyond storytelling to story-showing. This, he submitted, can be achieved through video contents that demonstrate brands’ story and authenticity in a visually appealing manner.
Oluleye posited that leveraging video exposure helps to humanize the brand in order to connect each stage of the buyer’s journey and align every touch-point. He stated that it also helps to reinforce the brand’s storyline as well as help potential customers to build connections that help them to discover the brand themselves while building trust and loyalty.
The experiential expert made this assertion while exploring the topic: “Future of Brand Communication”, on the CMS LinkedIn page.
“Showing your story is a powerful way to bring brands to life. So, you know how you watch a blockbuster movie and then you run to surf YouTube to know the behind the scene story of how the movie was put together? That is the power of curiosity and that is what consumers possess. They always want to know what goes on behind the scenes of every brand. Do not just display your product or services or your achievement, but also show a story of how the product was done or how the service was carried out. Consumers are interested in authentic brands,” he said.
“One way to show authenticity is by showing the journey through which their beloved offering is made. Process or behind the scene videos are tremendous ways to show your story. They can then post the video to all of their social media networks. That is what I meant by “Show your Story, Don’t Tell your Story”. Both beautiful and unpleasant moments can be found behind the scenes,” he added.
The brand custodian noted that exploring video contents is part of the effective strategies that an experiential professional should exploit in brand promotion. Reaffirming that effective storytelling increases engagement between a brand and its audience. He also explained how powerful it is to drive conversions, create emotional connection and boost revenue growth.
“Consumers are now passionate about the environment and self-care. Brand communications will tilt towards more purpose-driven topics as brands have become more ideas-led. Brands will communicate their corporate social responsibility to build brand reputation and image some more. Interactive marketing through Live Product videography is another excellent example of a brand that chooses to show rather than tell its story. Every time a product videographer creates a product video, he shows you the process, including his successes and failures, so you won’t assume everything went perfectly the first time. He can also get real-time feedback from consumers as well as create a sales mechanism for instant pre-orders of products.
Mr. Oluleye further explained that story is important because it helps people to understand who a brand is and what it stands for. According to him, when customers know what a brand story is, they are more likely to trust and communicate with such a brand. He concluded by urging brand owners to leverage consumer insights and communicate in a way they can connect better with their consumers whilst staying true to their brand identity.
“Your customers will have a better grasp of who you are and what you stand for if you share your story. This can enable people to relate to your brand intimately, which is essential for establishing trust. Arsenal’s “All or Nothing Arsenal.” The documentary took us inside the Arsenal locker room to observe how they prepare and train specifically for the forthcoming football games. In this way, we would know they are not just gallivanting but putting in hard work to win and please us the fans. This is a vivid example of showing your story,” he said.
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