In April 2020, members of the Digital Leadership Forum met over Zoom to discuss Enhancing Brand Narrative on YouTube.
Representatives from leading organisations including Lloyds Banking Group, BT, AstraZeneca, EDF Energy, LV=, G4S, SGS, FromHereOn and more gained insights into how leading brands become storytellers.
Yalın Solmaz, Co-Founder at Navivest began the session by defining the importance of Brand Narrative to an organisation. He explains that by taking control of your narrative you will prevent someone else building it for you.
He then shared insights into the importance of building an emotional connection with your customers, as people don’t buy the best product, they buy the best story.
Attendees heard how best to approach a content plan that is meaningful, sustainable and complementary to your paid marketing efforts. He suggests only creating content that is purposeful, authentic and empathetic. Yalın pointed out that companies should not be blinded by budget when creating content.
Other key themes explored were examples of other successful brands and their best practices around converting brand loyalty to revenue through content.
Watch the presentation below: