The Art of Storytelling
Fostering creativity to grow sales and build brand affinity
Words Povel Torudd
Contrary to common perception, creativity in business isn’t a luxury reserved for large brands. It’s a powerful tool that any small business, budding start-up and ambitious sole trader can leverage to connect with customers and drive sales. But perhaps more important, as a daily mindset it can help owners and founders find new and lucrative areas to pivot towards, because creative thinking often leads to new ideas.
And with 6600 businesses registered in the Tweed – an estimated 90% of them small businesses with less than five employees – it’s fair to say that the battle for the hearts and minds of the customers in the region is fierce. Cue creativity…
In my work as a professional brand communicator, I have seen the business upsides firsthand, even a few surprising ones from well-managed brands too. For example, did you know that in a recent survey by Berkeley Communications called Beyond Brand, most Australian staff and job seekers rate ‘believing in a brand’s values’ higher than “getting the best possible pay package” from a brand they don’t align emotionally with.
It’s worth reading that again. Your brand has the power to both retain and attract new talent, even more so than money alone.
Still not convinced? Here’s some useful ammunition for why embedding creativity into the DNA of small business workflows is so crucial for those among Tweed’s 6600 businesses that want to stand out.
Creativity can build affinity. Small businesses, start-ups, and sole traders can activate creativity most effectively by using business and brand storytelling. But what exactly is business storytelling? Storytelling goes beyond traditional marketing; it’s about crafting narratives that resonate with audiences on an emotional level and it’s how our human brains have evolved over millennia to process and contextualise information. In essence, it’s part of our evolution and the scientific way to ensure your business message is memorised. Authentic storytelling humanises brands, communicates values, and establishes trust, fostering long-term affinity and loyalty. Whether it’s sharing the journey of starting a business, highlighting customer success stories, or showcasing the impact of products/services, storytelling is one of the best tools. It’s also free and only limited by your creativity. Think of brands like Amazon and Uber, they weren’t always huge well-known brands, but we still remember the founder stories from when they operated out of a garage
somewhere.
Creativity can impact on sales. But it’s not just brand and communications, creativity and storytelling directly impact business success too. When your customers feel a genuine connection with your brand, they are more likely to choose your products or services over competitors. Plain and simple. Additionally, creativity in product design, packaging, and presentation can enhance perceived value, leading to higher customer satisfaction and repeat purchases. Think of unboxing an iPhone, your excitement is established even before you hold it in your hands. And there is no difference with the packaging of a locally developed product, it’s the extra level of creative detail that will separate your next successful idea, from those that didn’t work.
Creativity can level the playing field. Creativity can level the playing field too, allowing smaller businesses to compete effectively against larger brands with bigger budgets. Creative strategies don’t always require significant financial investment; they rely on imagination, innovation, and understanding of your customers. And in today’s digital age, creative digital marketing tactics, such as word-of-mouth content, influencer collaborations, owned content and interactive experiences, can amplify brand visibility and reach.
So, where to start? By fostering a culture of continuous innovation, adaptability, and improvement, creativity can also directly contribute to sustainable business growth. Small businesses that prioritise creativity in their workflows are better positioned to evolve with changing market dynamics, embrace new opportunities, and stay ahead of competitors. Creative thinking encourages experimentation, calculated risk-taking, and learning from failures, essential elements for long-term success and resilience in all business environments.
To wrap up, creativity is not just important; it’s essential for the SMBs, startups, and sole traders in Tweed that want to stand out. Embrace creativity in marketing, product development, and overall customer engagement, and anyone can create meaningful connections, stand out in competitive markets, and thrive in our shire’s evolving business landscape.
Povel Torudd heads Berkeley Communications, a PR and brand agency in Pottsville. With 20+ years’ expertise in brand storytelling, he’s collaborated with top global brands. Povel mentors startups at Brisbane’s ACS/RCL and crafts award-winning documentaries. Curious about storytelling for your business? Get 30% off his Business Storytelling workshop running 17 July with code TCL30, go to www.bit.ly/TCLstory or email povel.torudd@berkeleypr.com for details.
Photo by riccardo-annandale on Unsplash
