FASHIONOMICS AFRICA
Branding and Storytelling
Delivered by
Today’s Session (Duration: 1 Hour 30 Minutes)

Defining your Brand Message

Leveraging storytelling to scale
Overview your business
How to Leverage Digital Media to
Access New Markets
Welcome

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you
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wait: today’s session? (Put in the chat)
Today’s Facilitator

Muhammad Eyinfunjowo, Communications

Lead at CcHub
Ground Rules
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What we discuss here, stays

here (confidential)
 r
ra igh tfo rw ard guide fo

SELL
This is a st efficient
g to b uil d
lookin
businesses gagement
s to m e r e n
nd c u
audience a ications an
d
h c o m m u n
ug
systems thro

YOUR
telling..
brand story

BRAND
What you will learn?
Defining your brand message Advertising media mix as an effective audience engagement
1 4 technique

How to set your brand’s vision, mission, and Choosing the best Social Media channels for your
2 5
value statements business

Leveraging storytelling to scale your business How to leverage Digital Media to access new markets
3
6
How can you define your key message as a
brand?
v o lv e s c re a ting a strong
Branding in
p ti o n o f yo ur business to
positive per ce
y o u r p re s e nce within an
establish ge is
D e fi n in g yo ur key messa
industry. .
ifi c an tl y a b randing effort
sign

Resource: Emotional branding speaks to consumers’ heart: the case of fashion brands.
 Your brand’s key messages include
your business values, goals, and
ethics. Key messages instantly
communicate who you are to people
who interact with your business and
also inform them why you are
different.
Identify your target
audience.

Define the words, phrases,

Observe market trends, or terms that will be used to
especially from your communicate your values.
competitors.

Define the tone of voice that will be

used to transmit your values to the
public.
Specify your value

proposition.
How to set your brand’s vision,
mission, and value statements
,
y o u d e v elop vision
lp
s would he your
These step ts th a t can clarify
teme n
d value sta
mission, an These steps will
help you
p osisesto
io
.
anu, daienndces
d pnu r
, m
meanloinpg visio
an
business’sdeve at can
ments th
value state
r ify yo u r business’s
cla
to
ea n ing a nd purpose
m
audiences.
 Dre
am
b ig.
Check o
ut your our
ap out y
compe M al
titors’ Infuse your
ntia l gl o b
statem pote
ents passion. t.
impac

ns l, da ,
ing ing,
rt
an ingf sho
r

ith
it

A l i gn w
ea ep
u
pir

Use siness
Ke

pre the yo u r bu
n

Hold br
di

ainstor sen nd
ming t te goals a
m

session nse
s and g . es.
et objectiv
individu
al inpu
t.
Leveraging storytelling
to scale your business
n
to s h a re more tha
ou
g allows y to
Sto ry te ll in
d o it ; it helps you
yo u
at y o u d o or how ak ing it easy
wh ve in , m
e s you belie
show th e va l u
a n d b uil d valuable
le
u to e n gage peop
for yo
ips.
relationsh
 Always communicate Fro
your brand’s potential or pro m ca
duc mp
Use storytelling to cultivate to p t s a
eas igns a
current global impact.
your company culture, bus ublic e dai bout
in ati ly h
wo esses ons t huma ow th
ensuring employees know and r h
App ld, br ' positi at pr n acti eir
wit le ha ands ve oje viti
embody your brand values. hm ve like impa ct the es
illio succ N ct ir
ns o ess ike, U on th
f pe fully be e
Identify your audience and Nail your differentiator by opl con r and
loy e
alty , earn necte
build your brand story constantly communicating . in g d
Highlight customer stories to the
around what they are what differentiates you in the ir
gain the trust of new and
interested in. industry.
existing customers.

Speak about how you Share personal stories, Transmit empathy and
build your products or including that of the growth by sharing stories
deliver your services. business founder or about your obstacles, falls,
Deliver valuable Share your business origin employees, to humanize and learnings over time.
content that can story, spotlighting your your brand.
educate, enlighten or brand aspiration and goals.
inspire your audience.
Advertising media mix as an effective audience engagement
technique

s in e s s re s ults and
our bu
To boost y
re s t ro n g customer
ensu
e n g a g e w ith your
ips ,
relationsh
o s s th e fu ll range of
c r
audience a e.
n d c h a n n els they us
a
platforms
 Print Media: There is no perfect advertising media channel.
Newspapers and Depending on your particular business needs, an
advertising mix may be the best way to achieve
Magazines desired results.

Audio Channels: Radio

& Podcast Advertising
Out-Of-Home
Advertising: Billboards

Video Advertising:
Television & YouTube
Social Media
Choosing the best social media
channels for your business

n all
p ti ng to be active o
m
It can be te n e ls. However,
c h a n
cial media
existing so all y choose the
te g ic
t to stra
isn't it bes n n els for my
d ia ch a
ial me
proper soc
business?
Group Exercise
What Social Media channels are most effective
(generally speaking) for fashion / textile / apparel and
accessories businesses in your country?

Why do you think that is?

 Wh
soc at a What social media
ial m re you ch the
Set your edia r channels are your Resear
social goa c i a l m edia
media go ls? competitors using? so
als . ls your
channe e
m p e titors us
co

cial ls
o e Wh
at s ann et at r
h h arg e so
W ia c t g? urce
d r i n ava s ar
e u s ilab e
m e yo ce u le?
ar ien
d
au
Evaluate
the er all
channels
your Consid
target au e res ources
dience t h
r
use at you
al
dispos
How you can leverage digital media
to access new markets

b u s in es s results and
our
To boost y elationship
s,
u sto m e r r
ng c
ensure stro nce across
the
o ur a u d ie
hy
engage wit and chann
els
f p latf o rm s
full range o
they use.
 Don't forget PR and
Have a
social storytelling that help Start nt
media you manage the g - c onte
strateg in
y Blogg
reputation of your
a r k eting
business digitally. m

e paid
Explor ng
ta l a dvertisi Set up a
nalytics
digi
for digit
al
marketi
ng

Implem le ment a
ent loc I mp tome
r
al cu s
ected . us e
SEO conn - e . g
x per ience
e
o x etc
.
atb
a ch
 Good stories surprise us. They make us think and feel. They stick in
our minds and help us remember ideas and concepts in a way that a
PowerPoint crammed with bar graphs never can.

Check out these Case Studies of how various fashion businesses built
their brands

1. Bombshe
2. Digital Marketing Case Studies Fashion Sector in India
3. Fashion and Brand and Marketing Case Studies from China

Joe Lazauskas and Shane Snow