Storytelling accelerates brand building – President, Brands Academy
By Felicia Nwosu
Prof. Samaila Mande, President, Brands Academy Nigeria, has advised brands to employ the art of storytelling in their journey to building an iconic brand. This, he said, accelerates faster growth towards a sustainable market positioning.
Professor Mande stated this in an interview with MARKETING EDGE while speaking on how brands can utilise storytelling in creating positive legacy brand that will endure to translate to an iconic brand over time. He noted that, brands can only build iconic brands that will accelerate its market share by engaging customers in an experience that create affinity that will enhance loyalty.
“A brand’s equity births consumer’s loyalty. It is when the consumer has an impression of the product that it will translates to an emotional attachment with the product. Brand equity also fosters relationship by building equity in relation to building customer relationship. This begins by creating brand awareness while encouraging customers to try out new products, and when it becomes a success, your brand becomes customers’ most preference which makes them to think so highly of your product.”
The marketing expert urged marketers to stimulate interest and conversation by telling their brand’s story. He cited the campaign employed by an iconic brand like Seaman’s Aromatic Schnapps in Nigeria, where cultural heritage is revered.
He added: “Brand equity can also be achieved through storytelling of your brand. Human beings naturally gravitate towards storytelling, and so a brand that successfully communicate its story is the one that establishes an authentic nature, which is a better and excellent way of establishing solid foundation for more equity.”
The branding guru also advised the use of instituting brand equity management system, to enable companies and brands to outline their philosophy that is acceptable, relevant for brand access and audit result. This, he averred, will indeed be a better way as it will also in turn, help brands to stay focused.
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