Authenticity in Nigerian brands storytelling
By Oluwaseyi Lawal
Storytelling is a powerful tool that brands can use to connect with their audience on an emotional level. When done well, brand storytelling can help to build trust, loyalty, and advocacy. However, in today’s world, consumers are more skeptical than ever before. They are bombarded with marketing messages from all sides, and they are becoming increasingly adept at spotting inauthenticity. This is why it is more important than ever for brands to be authentic in their storytelling. Nigerian brands are no exception.
Few Nigerian brands that have successfully employed the use of storytelling:
GTBank: GTBank is a Nigerian bank that is known for its innovative and creative marketing campaigns. One of their most successful campaigns was the “737 Moments” campaign. This campaign featured stories about ordinary Nigerians who were able to achieve great things because of GTBank’s products and services. The campaign was a huge success, and it helped to position GTBank as a brand that is committed to helping Nigerians succeed.
Jumia: Jumia is a Nigerian e-commerce company that is known for its wide selection of products and its convenient shopping experience. One of their most successful marketing campaigns was the “Black Fridays” campaign. This campaign featured stories about how Jumia was making it possible for Nigerians to buy the products they wanted at affordable prices. The campaign was a huge success, and it helped to make Jumia the leading e-commerce company in Nigeria.
These are just a few examples of Nigerian brands that are using storytelling to connect with their audience on an emotional level and build trust, loyalty, and advocacy. By being authentic and telling stories that are relevant to their target audience, Nigerian brands can achieve great success.
How Nigerian brands can leverage the power of authentic storytelling.
Be authentic. Your stories should reflect your brand’s core values and beliefs. Don’t try to be something you’re not.
Be relevant. Tell stories that your target audience will care about. Think about what is important to them and what they are interested in.
Be engaging. Your stories should be well-told and interesting to read or watch. Use vivid language and imagery to bring your stories to life.
Be consistent. Your storytelling should be consistent with your brand’s overall messaging and branding. This will help to create a strong and cohesive brand identity.
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