Esohe Igbinoba, of Neobrand Africa, Shares On How You Can Use Your Brand Story To Connect With Clients As A Fashion Entrepreneur
Everyone loves a great story, that's why novels and movies with great storylines sell out fast. People want to feel a connection to others and when the star characters in a story exhibit traits that the audience can relate to, that story becomes a bestseller.
So, if novels and movies can become bestsellers just by telling great and compelling stories that their audience can connect with, what are the possibilities for a fashion brand that connects with its audience through stories?
This week, we spoke with Brand Marketing Expert, Esohe Igbinoba about brand storytelling, what it means, and ways fashion brands can use it to their advantage.
Ms. Esohe Igbinoba is the Founder of Neobrand Africa, which is a brand management platform for entrepreneurs who want to start, grow, and scale their businesses. Ms. Igbinoba helps entrepreneurs communicate their messages clearly so they can attract paying clients while also growing their brands.
Ms. Igbinoba, who finds fulfilment in helping entrepreneurs start and grow the business they love, has coached and consulted for over 350 clients over the years.
What is Brand Storytelling?
According to her, "Brand Storytelling is the art of sharing experiences and narratives with a specific target audience in a way that communicates the essence, values, and promise of the brand."
Why does brand storytelling matter for fashion brands?
Brand storytelling matter a lot because people buy stories.
When a client buys something from you, they don't buy your fine designs or your latest collection, they buy your brand story.
Every one of your clients has worldviews, mindsets, and beliefs about themselves or future versions of themselves they are aspiring to be and if you can give that to them through your fashion brand, they stick with you. Fashion, in itself, is a big deal because it helps people showcase their identity, define their style, feel beautiful and elegant, experience happiness, and so on.
As a fashion entrepreneur, you need to identify the persona of the audience you are targetting and create fashion pieces that reflect their identity and style, while also crafting narratives that connect with them emotionally and leads them to buy from you consistently.
What is Influential Brand Storytelling?
Influential brand storytelling is the process of leveraging the power of storytelling to attract visibility and build an engaged audience so you can massively distribute and monetize your products and services.
What this means is that when your target audience can connect with your brand on a personal level through your brand story, they will begin to buy your fashion products. When they feel like your brand story speaks to them, they will be drawn to your brand and want to be associated with it.
In marketing your fashion brand, you need to tell the stories of your audience and connect with them in the deepest way possible. Once they trust you and fall in love with your brand and fashion pieces, they will buy from you.
How can a Fashion Brand Develop a Compelling Brand Story?
Everyone loves a good story. To develop a compelling story for your brand, you have to first understand what inspired you to start your fashion brand. What you saw that made you go into the fashion industry with your fresh and new ideas.
Ask yourself, what is my story? Why am I in the fashion industry? Once you can fully understand what made you turn to fashion, you will be able to communicate that to your audience through your brand story.
You can tell stories about what inspired your fashion brand and stories about how your target audience inspired your brand or fashion collections.
There are 5 brand stories you can share with your audience to communicate your brand and connect effectively with them. They are:
- Personal Stories: This refers to who you are, your personality, values, interests, hobbies, opinions, and activities. It is an embodiment of who you are as a person.
- Self-Awareness Stories: This refers to your ''aha'' moments, moments of clarity, and what you discovered about yourself and your calling. It's the story of what inspired you to start your fashion business.
- Growth Stories: This refers to your journey so far i.e. the growth you have experienced in your business.
- Result-Oriented Stories: With these stories, you tell your audience how you’ve applied your message to your life and business and what the results you’ve gotten from it for you, your clients, or your business are.
- Movement Stories: Here you tell us what your message is and who the people you desire to attract into your tribe are.
Sharing all these stories helps people understand you better, bond with you emotionally, and make a decision to buy from you and be part of your dream.
How Does a Great Brand Story Help in Building the Market and Influence of a Fashion Brand?
1. It helps deepen the bond between you and your audience:
A compelling and great brand story can help deepen the bond your audience has with you and put you at the forefront of their minds. They trust you implicitly and always want to hear from you.
When your brand story is compelling enough, your target market will begin to feel a strong bond and connection to you and your brand that makes them keep coming back to you for more.
2. It can help you build a strong tribe of clients:
A compelling brand story can also help to build a strong tribe of people who love your brand. Not only do they love your brand, but they also love your outfits and go all out promoting your brand, buying from you, and sharing your brand and stories with the world.
Since they are so loyal to you and your brand, they tell others who are like them about your brand which in turn will slowly, but surely, help you build a loyal clientele base for your fashion brand.
In closing, Ms. Igbinoba said, "Be vulnerable and authentic with your audience. You can't go wrong with that. It helps them see you as human and deepens brand loyalty. Also, commit to journaling and sharing stories often, it makes you a better storyteller."