Brand Storytelling: Lessons to Learn from OPSM
Brand storytelling has emerged as a powerful tool for connecting with audiences on a deeper level. Beyond building a transactional relationship, creating a brand narrative allows companies to get in touch with with consumers' values and emotions. When applied to marketing efforts, this approach naturally captivates audiences, encouraging customers to support a brand. This is confirmed by research from Marketing Insider Group, which found that 92% of consumers prefer ads that tell a story instead of simply presenting their product or service.
One exemplary case of successful brand storytelling is optical retail giant OPSM. Their recent campaigns provide a wealth of insights into effective storytelling techniques. Here, we explore key lessons from OPSM's approach to brand storytelling to inform your own marketing strategy.
Building on its legacy
Founded in 1932, OPSM has a long-standing reputation for quality and innovation in the eye care industry. Over the decades, the company has evolved from a small optical store into a leading retailer renowned for its premium eyewear and exceptional service. Now, customers can shop for high-quality sunglasses from some of the world's most respected brands, including Gucci, Versace, and Burberry, from a network of approximately 440 stores scattered throughout Australia and New Zealand. OPSM also continues to invest in eye care technology to enhance patient experience. This is reflected in its Clarifeye digital eye exam service, which incorporates advanced instruments to offer faster and more accurate prescriptions.
This history and commitment to excellence are woven into OPSM's brand narrative. Its 90-year presence in the market lends credibility and trustworthiness to its storytelling. Consumers are more likely to trust a brand with a proven track record, and OPSM's storied past enriches the authenticity and depth of its marketing campaigns.
Authenticity and emotional connection
One of the most crucial elements of brand storytelling is authenticity. Consumers today are savvy and can easily spot inauthentic marketing efforts. Moreover, a 2022 Edelman Trust barometer Special Report found that 63% of consumers buy or advocate for brands based on their beliefs and values. OPSM's "Dedicated to Everyday Excellence" campaign, directed by Toby Dixon, is a prime example of authenticity in action. This campaign focuses on real-life scenarios and the everyday excellence of people who rely on OPSM's eyewear and services. By highlighting genuine customer stories and experiences, OPSM creates an emotional connection with its audience.
Authenticity in storytelling fosters trust. When a brand like OPSM showcases real customers and their journeys, it conveys a message of reliability and sincerity. This, in turn, builds a loyal customer base that feels personally connected to the brand.
Investing in quality content
OPSM's recent marketing endeavors represent their most significant investment since before 2020. This highlights another critical lesson: the importance of investing in quality content. Striking visuals, compelling narratives, and professional production value can considerably enhance the impact of a brand's story. Per Forbes, visuals are processed by the brain 60,000 times faster than text. People are also more likely to remember information if it's presented to them visually. OPSM's investment in top-tier production for its campaign ensures that its message is delivered in an engaging and memorable way, reinforcing its value proposition to consumers.
Importantly, OPSM's campaign is showcased via multiple channels, effectively boosting brand visibility. The 360-degree campaign runs across catch-up and digital TV, outdoor media, social, digital and radio, CRM, and all over the OPSM website and physical stores. This multi-channel approach ensures that the brand's story reaches a broad and diverse audience.
For brands aiming to build a strong and enduring presence in the market, embracing these storytelling techniques can make a world of difference. Just as OPSM has demonstrated, effective brand storytelling is not just about telling a story; it's about creating an experience that engages, inspires, and fosters loyalty among customers.
