Your brand needs to tell a better story
I haven’t been as excited about reading an interview as I have been reading this interview. Maybe it’s because, in the last few weeks, I have been talking about “storytelling” to everyone and anyone who cared to listen. Perhaps it’s because the interview is with Femi Odugbemi, the man I have always referred to as the “Tsar of storytelling.” Maybe it’s because COVID-19 has forced me to pay attention to brands online, and every day I keep getting frustrated when I see brands telling poor stories.
One of the biggest frustrations from my former career life(This is how I refer to advertising- my first career journey) was having the liberty to tell beautiful brand stories to win a pitch. Then after the pitch, having to dilute the idea because the “CLIENT” wants it to be a certain way, which is usually their way and not what will resonate with the audience. During the pitch process, no client is breathing down your neck, forcing you to use one image, forcing you to say it in one way or the other. It is you reaching deep within, finding that inner child that loves a beautiful story and then going ahead to tell that beautiful story. It is always sad that most times, after that big win, the micro-managing begins, and then client-agency clashes start to happen. Dear brand manager/marketing manager, please pay attention. You can almost always tell a storyteller is working as a brand manager when you see the final output.
This was one of the primary reasons why I made me the switch; I was tired of sitting in a client’s office trying to convince them to trust me to tell a great story. I said to myself, Esosa, instead of sitting here throwing a solo-tantrum, be the change you seek. Therefore, I stepped out off of my comfort zone, worked on improving myself well enough to get my foot in the door to be allowed the opportunity to be on the other side or as we say “the clients’ side.” Please note, not all of us will be able to make such huge leaps, but I believe with more storytellers on the other side, we may begin to tell better stories.
If it’s one thing COVID-19 has done, it is separating great brands from noisemakers. It has exposed true storytellers from brands who are just coasting. More than ever before, every business stuck in the dinosaur age is embracing digital. Everyone is on social media, and everyone is doing a “live”(I will write on this soon). But may I ask? Are you using these several platforms to tell your brand story honestly? Someone says she sells hair, but your bio doesn’t say anything about what you do, your page is all over the place. There is no synergy, no USP, no value proposition-nothing.
I understand that not every MSME has the big budget to get a storyteller on board, but here’s the thing, you don’t have to, you can DIY and do it right. You wonder why you aren’t selling as much as you should, why you are not getting healthy engagement on your page? Maybe, Its because you are not telling the real story.
Below is what a good story will do for you (Lessons from Ese’s Business School)
It will help you speak to the right audience. You can’t be speaking to Customer A-Z, focus.
It will help authenticate your brand.
People begin to see you as a Jack or Jill of your trade.
You gain TRUST.
You recruit ambassadors who will carry a torch for your brand without you paying a penny.
It will help you remain relevant in a post-COVID era.
I am sure you have heard about “storytelling,” I may not have said anything new, but it helps to reiterate this message.
Dear copywriter/content writer/brand owner/marketing director-every one involved in brand management and marketing, trust me when I say that things will never be the same. Therefore, to thrive in this “new-normal” COVID-19 has exposed us all too, you need to stand out, and the only way you can do this is to make sure your brand is telling a GREAT STORY.
Written by Esosa Osagiede,Marketing, Communication Strategy, Advertising,Luxury brand Managemen, Storytelling, Creative and Content.
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