Koolkids talks: The future of Brand Communication

Show your Story, Don’t Tell your Story

I have learnt something really cool over time: the power of “showing your story” I know you would be wondering what I mean by “Showing your story” but LET ME EXPLAIN! 

Seth Godin once said “Brands are built around stories and stories of the identity of who we are and where we’ve come from are the most effective stories of all”

Showing your story is a powerful way to bring brands to life. So, you know how you watch a blockbuster movie and then you run to surf YouTube to know the behind the scene story of how the movie was put together? That is the power of curiosity and that is what consumers possess. They always want to know what goes on behind the scene of every brand. Do not just display your product or services or your achievement but also show a story of how the product was done or how the service was carried out. 

Consumers are interested in authentic brands. One way to show authenticity is showing the journey through which their beloved offering is made. Process or behind the scene videos are tremendous ways to show your story. Consider experiential marketing agencies such as Connect Marketing Services as an illustration.  Activations for brands are carried out by experiential marketing agencies. When a brief is received, experiential marketing agencies can film a video of the brainstorming session, follow it through with the implementation of their plans, and then launch the brand activation. They can then post the video to all of their social media networks. That is what I meant by “Show your Story, Don’t Tell your Story” Both beautiful and unpleasant moments can be found behind the scenes.

Your customers will have a better grasp of who you are and what you stand for if you share your story. This can enable people to relate to your brand intimately, which is essential for establishing trust. Arsenal’s “All or Nothing Arsenal.” documentary took us inside the Arsenal locker room to observe how they prepare and train specifically for the forthcoming football games. In this way, we would know they are not just galivanting but putting in hard work to win and please us the fans.  This is a vivid example of showing your story.

One of my friends once helped me recognise the importance of showing your stories while creating a trustworthy brand. Storytelling includes everything from the goods you sell to the customer service you offer, and it helps to summarize how your clients perceive or view your brand as a whole. Actually, what distinguishes you from your rivals and inspires customer loyalty is your brand.

Consumers are now passionate about the environment and self-care. Brand communications will tilt towards more purpose-driven topics as brands have become more ideas-led. Brands will communicate their corporate social responsibility to build brand reputation and image some more.

Interactive marketing through Live Product videography is another excellent example of a brand that chooses to show rather than tell its story. Every time a product videographer creates a product video, he shows you the process, including his successes and failures, so you won’t assume everything went perfectly the first time. He can also get real-time feedback from consumers as well as create a sales mechanism for instant pre-orders of products. 

In conclusion, your story is important because it helps people to understand who you are and what you stand for. When customers know what your story is, they are more likely to trust and communicate with you. To create deep communication, brands should therefore leverage consumer insights and communicate in a way they can connect better with their consumers whilst staying true to their brand identity.


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KoolKids talks: how brands can create experiences for Gen-Zs

Article banner for KoolKids talks on how brands can create experiences for GenZ

The pandemic year, 2020, was a paradigm-shifting year that changed everything. The coronavirus caused an abrupt acceleration in the digital revolution. The typical customer has much higher expectations than just a smooth digital transaction. Companies want anticipatory, personalized experiences throughout the entire customer journey now that they have access to their personal data. –Harvard Business Review

It is obvious that consumer expectations were already in the rise before Covid-19.

According to Statistica, The Gen-z’s are the youngsters [10-25] that make up over 25% of the Nigerian population. This generation alongside the millennials currently account for the working population of the country which places them as a viable market for brands with offerings that cater to the young population. This is because they have the market size and purchasing power needed to help any brand excel. 

The Gen-z are used to getting their information digitally, they’ve never known a world without the internet. The gen-z’s look for brands that can provide them with unique and engaging experiences for transactions. This is due to their love for flexible lifestyles. This is evident in the shift from full employment to owning businesses and doing gigs according to Amuge,2022.  They want to be incontrol of their lives and see strict laws as mediocre.

If brands want to create unique and memorable experiences for the Gen-z’s in Nigeria, it starts with understanding what they care about. Figuring this out will help in the creation of activities that will reflect their values.

How can these experiences be created? Easy

First, brands can create experiences by leveraging popular culture (pop-culture). To the generation Z, social media is real life.Local has become the new cool. The internet has also accelerated globalization which has also adulterated culture. However,  Knowing what is popular and what is in demand will be very helpful when creating experiences for the gen-z. Brands must discover their interests. The level of engagement would be driven by using what is popular in the society at that particular time to create experiences for them. Brands must study consumers’ habits and preferences before using pop culture to create experiences. It will increase engagement by understanding and addressing gen-z pop culture. Like Axe Canada; they launched a #Praise Up campaign in order to celebrate and reaffirm men’s freedom to express. They created a bond and increased engagement with their followers through this.

Furthermore, Technology can also be used to create experiences for the Gen-z’s through education and engagement. As a result of growing up in the digital age Generation Z frequently use the internet and social media Instagram, Snapchat, TikTok just to mention a few. Brands can use these platfroms on their mobile phones and laptops to create experiences for them. Brands can use virtual reality and live streaming to create a branded, interactive experience. This can even be used as external triggers for product trials and create information awareness for brands. This was used expertly by Heineken when they launched their first Metaverse Beer, Heineken Silver. While customers could not taste the beer in the Metaverse, it triggered their beer cravings.


In conclusion, Brands need to understand what the gen-z’s want and need in order to create experiences that will make them keep coming back. The Gen-z’s want brands to be true to their words, to be authentic. They want brands that can engage them and communicate with them through their preferred platforms. If you keep these things in mind, you’ll be well on your way to creating memorable experiences for gen-z in Nigeria. The dynamic nature of these elements and passion points should be harnessed to create memorable experiences. Businesses therefore have to optimize their operations and offerings to create personalized experiences for this Generation.

Looking to create memorable experiences for your customers that will give measurable results to your brand? Contact us today