Humanise your brands to foster connections, George-Taylor charges custodians
By Abimbola Mohammed
Tokunboh George-Taylor, founder and CEO of SKOT Communication, has emphasised the importance of humanising corporate and product brands by owners and custodians to foster genuine connections with stakeholders and target audiences. She noted that in today’s digital landscape, stakeholders and consumers demand transparency, consistency, and alignment from companies.
Making the call during the Nigerian Institute of Public Relations (NIPR) Digital Summit, which was recently held at the Muson Centre, Onikan, Lagos, with the theme: “Nurturing Authentic Connections in Digital Ecosystems”, she averred that authentic storytelling allows brands to form meaningful connections with their audiences.
Speaking on why it is important to be authentic, she said: “Trust is a currency, and authenticity builds emotional bonds that deepens stakeholder trusts. Stakeholders want brands to reflect shared values. Open communication about successes and challenges cultivates credibility and helps brands navigate crises effectively.”
“You have to let your consumers and your stakeholders know about your shared values. You have to have open communication. Whether you’re doing good, whether you’re doing bad, you need to be able to have an open, authentic communication with your stakeholders and when you have that open communication, it helps round-the-clock, especially in crisis,” she added.
Citing examples of brands that have successfully used storytelling to form genuine connections with their audiences through storytelling, George-Taylor mentioned Nike (just do it) campaign and Spotify through personalisation, data driven engagement etc.
The public relations expert added that brands should prioritise authenticity and storytelling to form genuine connections with their consumers.
“To truly connect with your audience, share your story, not just your product. Be vulnerable, be open, and be consistent. Show your audience that you care about their values and experiences.”
George-Taylor stressed that trust is a vital currency, and authenticity builds emotional bonds that deepen stakeholder trust.
“Storytelling makes brands feel human and relatable. Effective storytelling moves beyond product features; it focuses on experiences, challenges, and aspirations, helping brands engage meaningfully with their audience.”
While further advising that brands should prioritise authenticity and storytelling to form genuine connections with their consumers, she said: “To truly connect with your audience, share your story, not just your product. Be vulnerable, be open, and be consistent. Show your audience that you care about their values and experiences.”
RECOMMENDED ARTICLES
Comment
No comments found.