Getting Ahead of the Rumour Mill: Owning Your Own Story

Regional entrepreneur Brandy Ringelmann has a knack for the original. A fashion consultant, artist and a curator herself, she’s at the helm of two distinctive businesses, these4walls Gallery and offthehook Boutique. 

And after 10 years of owning a bricks-and-mortar boutique, Brandy was about to do something wildly original with the concept.

Brandy’s evolution of offthehook is one that requires a storytelling strategy to maintain accurate public awareness of her brand’s image. (image: Lavender Lane Media)

When she recently made the decision to transition the sales portion of offthehook to an online format, she knew she needed to completely seize ownership of the story. In a city the size of Quinte West, she knew that the rumour mill would start grinding once her bricks-and-mortar location went up for sale. 

Instead of letting gossip take its course, Brandy hired a Brand Story video specialist to get involved. 

“Times have changed,” says Brandy. “The things that are even more important to us… are the connections with the people we love and care about,” she adds. 

Thus offthehook is doubling down on services to foster deeper connections in its clientele. Among Brandy’s specialties are 1-on-1 fashion consultations, closet editing and advice on creating capsule wardrobes to service the ultra-busy fashion-conscious person. In-person fashion events will feature wine, charcuterie and hands-on experiences at these4walls, Brandy’s immensely popular gallery in downtown Trenton.

Somehow the big announcement was kept under wraps until early in May when Brandy used a Brand Story film to break the news on the day of Brazen – a full-day networking event held in the region – as well as to her online community. Analytics reveal that the compelling 4-minute offthehook Brand Story was seen by over 600 high-quality (and local!) unique viewers on the first day of release. And, according to retention analytics, the vast majority of viewers stuck with the video for the duration.

Watch for the moment when Brandy breaks the news in this compelling Brand Story: