An assessment of integrated digital storytelling on brand identity: A case study of a creative startup in Kano, Nigeria.
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- NGN 5000
Background of the study
Integrated digital storytelling has emerged as a powerful tool for shaping and reinforcing brand identity, particularly for creative startups. In Kano, creative startups are harnessing the power of narrative-driven digital content—such as videos, blogs, and social media stories—to differentiate themselves in a competitive market. This study investigates how digital storytelling, when integrated across various online platforms, can create a compelling and coherent brand identity that resonates with target audiences. By combining visual elements, authentic narratives, and interactive content, creative startups can communicate their brand values and unique propositions effectively (Hassan, 2023; Suleiman, 2024). The use of digital storytelling enables startups to build an emotional connection with consumers, fostering greater brand loyalty and engagement. However, challenges such as content consistency, production costs, and audience segmentation persist. This research explores the methods and impact of integrated digital storytelling on brand identity, providing insights into best practices for creative startups seeking to establish a strong market presence in the digital era (Bello, 2025).
Statement of the problem
Creative startups in Kano encounter challenges in establishing a robust brand identity due to fragmented digital storytelling efforts. Despite leveraging various online platforms, inconsistencies in narrative and visual content can lead to a diluted brand message that fails to capture consumer interest. The lack of integration in storytelling strategies often results in missed opportunities to build a cohesive brand image, thereby affecting customer engagement and loyalty. This study aims to identify the critical challenges in implementing integrated digital storytelling and evaluate its impact on brand identity for creative startups (Hassan, 2023; Suleiman, 2024).
Objectives of the study:
To assess the impact of integrated digital storytelling on brand identity.
To identify challenges in creating cohesive digital narratives.
To recommend strategies for enhancing digital storytelling practices.
Research questions:
How does integrated digital storytelling influence brand identity for creative startups?
What challenges hinder the effective integration of digital storytelling?
Which strategies can improve the coherence and impact of digital narratives?
Significance of the study
This study is significant as it offers insights into the transformative role of integrated digital storytelling in building a strong brand identity for creative startups in Kano. The findings will guide startups in refining their storytelling techniques to better engage audiences and establish a distinctive market presence. These insights are crucial for companies seeking to leverage digital narratives to drive brand loyalty and competitive advantage (Bello, 2025).
Scope and limitations of the study:
The study is limited to evaluating integrated digital storytelling and its impact on brand identity within a single creative startup in Kano, without addressing broader market trends.
Definitions of terms:
Digital Storytelling: The use of digital media to craft and disseminate narratives that convey brand values.
Brand Identity: The visible elements of a brand that distinguish it in the marketplace.
Creative Startup: A newly established company in the creative industry focusing on innovative products or services.
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